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考虑主播影响力的制造商销售渠道选择研究

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Research on the selection of manufacturers' sales channels considering the influence of anchor

期刊信息

合肥工业大学（自然科学版），2023年4月，第46卷第4期：568-576

DOI: 10.3969/j.issn.1003-5060.2023.04.021

作者信息

朱晓东，郭亚捷，丁莲

（南京信息工程大学管理工程学院，江苏南京210044）

摘要和关键词

摘要: 直播电商作为新兴的互联网经济受到广泛关注,文章研究制造商在传统销售模式中增设直播销售渠道后的渠道选择问题,考虑直播电商主播影响力的因素,比较分析不同渠道下供应链成员的利润。研究表明:传统销售模式中,制造商在直销渠道下的利润最高;制造商增设直播销售渠道后的利润总是高于制造商在传统销售模式下的利润。新销售模式中,在直销渠道和零售渠道下,直播电商主播影响力越大,对制造商扩大产品的市场需求越有利;在代理渠道下,消费者对直播渠道的支付意愿折损决定了直播渠道的市场扩大效用。

关键词: 直播电商；主播影响力；Stackelberg博弈；销售渠道；线上双渠道

Authors

ZHU Xiaodong, GUO Yajie, DING Lian

(School of Management Science and Engineering, Nanjing University of Information Science and Technology, Nanjing 210044, China)

Abstract and Keywords

Abstract: As the emerging Internet economy, live broadcast e-commerce has received widespread attention. This paper studies the channel selection problem of manufacturers after adding live sales channels to the traditional sales model. Taking into account the influence of live broadcast e-commerce anchors, the profit of supply chain members under different channels is compared. Research shows that in the traditional sales model, manufacturers have the highest profit under the direct sales strategy. After the manufacturer adds live sales, the profit is always higher than that under the traditional sales model. In the new sales model, under the direct sales strategy and retail strategy, the higher the influence of live broadcast e-commerce anchors, the more favorable it is for manufacturers to expand the market demand for products. Under the agency strategy, loss of consumers' willingness to pay for live broadcast channels determines the market expansion utility of live broadcast channels.

Keywords: live broadcast e-commerce; anchor influence degree; Stackelberg game; sales channel; online dual channel

基金信息

国家自然科学基金资助项目（72001116）

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