考虑主播效应下退货增加的双渠道供应链定价研究

Research on Dual-Channel Supply Chain Pricing Considering the Increase of Return of Goods under the Effect of Anchor Effect

摘要: 近年来直播带货的销售方式越加普遍，而且很多品牌商在直播带货途径中都引进主播的方式促进销售，这样的形势受到了越来越多品牌商的关注，特别是自身附加高知名度高流量的品牌商。本文基于考虑主播带货效应下退货率增加的情况，对有主播效应的品牌商定价决策进行了研究，构建Stackelberg模型对问题进行了分析，最后通过数值仿真验证了推理。研究表明：1) 主播效应和A品牌商将线上渠道的销售额分于主播系数对主播带货的努力程度、线下渠道和线上渠道产品价格、主播和A品牌商的利润都呈正相关；2) 线上渠道退货系数对主播带货的努力程度、线上渠道产品价格和主播的利润都呈负相关，对线下渠道产品价格和A品牌商的利润影响较小。

Abstract: In recent years, the sales mode of live broadcast with goods has become more and more common, and many brand owners have introduced anchors to the way of livestreaming to promote sales. This situation has attracted the attention of more and more brand owners, especially their own additional brand owners with high visibility and high traffic. Based on the increase of the return rate of anchors under the cargo effect, this paper studies the pricing decision of brand owners with anchor effect, constructs a Stackelberg model to analyze the problem, and finally verifies the reasoning through numerical simulation. The research shows that: (1) the anchor effect and brand A brand on the sales of the anchor coefficient, offline channel and the profit of brand A; (2) online channel return coefficient on the effort of anchor, the price of online channel products and the profit of anchor, has little impact on the price of offline channels and the profit of brand A brand.