考虑消费者偏好与主播能力的供应商直播渠道战略决策

Supplier’s Live-Stream Channel Strategic Decisions Considering Consumer Preference and Influencer Capability

摘要: 针对直播电商背景下供应商直播渠道开通及双渠道供应链运营问题，构建开通直播前后的Stackelberg博弈模型，探究直播渠道消费者偏好比例、主播佣金率、渠道间价格敏感系数对渠道开通决策、定价策略及利润分配的影响。研究发现：供应商直播渠道开通由三大核心参数协同决定，渠道竞争激烈时可显著降低开通门槛；三大参数对双渠道定价存在规律性影响，且对利润分配呈差异化作用，供应商利润随直播渠道消费者偏好比例呈“U型”变化，主播利润单调增加，而零售商利润持续下降。主播佣金率和渠道间价格敏感系数的提高可有效提高供应商和主播的利润，但对零售商不利。

Abstract: Aiming at the problems of suppliers’ live streaming channel opening and dual-channel supply chain operation against the backdrop of live streaming e-commerce, this paper constructs a Stackelberg game model for the periods before and after the launch of live streaming channels, and explores the impacts of live streaming channel consumer preference ratio, anchor commission rate and inter-channel price sensitivity coefficient on channel opening decisions, pricing strategies and profit distribution. The results show that the supplier’s decision to open a live streaming channel is jointly determined by three core parameters, and fierce channel competition can significantly lower the threshold for live streaming channel opening; the three parameters exert regular influences on the dual-channel pricing and have differentiated effects on profit distribution. Specifically, the supplier’s profit presents a “U-shaped” trend with the increase of live streaming channel consumer preference ratio, the anchor’s profit rises monotonically, while the retailer’s profit declines continuously. Moreover, the increase in anchor commission rate and inter-channel price sensitivity coefficient can effectively boost the profits of suppliers and anchors, but exert an adverse impact on retailers.