关键词:

销售模式, 直播营销方式, Hotelling模型, 成本分担契约, 供应链决策

Abstract:

There are two models of resale and agency to choose when manufacturers introduce livestreaming channels, and livestreaming-retailers also have two livestreaming marketing methods to choose: non-selection and selection. When making decisions to maximize their own profits, conflicts of interest are inevitable. Aiming at the problem of optimal decision-making and coordination when the sales model (resale/agency) is combined with the livestreaming marketing methods (non-curated/curated), a two-echelon game model consisting of manufacturers and livestreaming retailers is established to compare the optimal decision-making of the members of the livestreaming supply chain selected by different sales models of manufacturers and different marketing methods of livestreaming retailers, and to design coordination contracts for these members. It is found that regardless of the manufacturer’s choice of resale or agency sale model, when the product similarity is less than a certain threshold, curated methods are the optimal decision for retailers. The retail price, market demand, supply chain members, and overall profit of curated methods are superior to those of non-curated model. In the non-curated marketing mode, resale is the optimal decision of the manufacturer, and only the agent can achieve the optimal profit of the livestream retailer. The manufacturer’s optimal decision damages the profit of the livestreaming retailer and causes interest conflict, while in the curated marketing mode, the conflict of interest can only be caused within a certain threshold. The cost-sharing contract can coordinate part of the conflict of interest caused by the manufacturer’s decision, which not only enables the manufacturer and the live streaming retailer to achieve a win-win situation, but also enables the decision of both sides to reach an agreement.

Key words:

sales model, livestreaming marketing method, Hotelling model, cost-sharing contract, supply chain decision-making