系统管理学报

系统管理学报 ›› 2025, Vol. 34 ›› Issue (1): 27-39.DOI: 10.3969/j.issn.2097-4558.2025.01.003

• 决策科学与运营管理 • 上一篇    下一篇

直播背景下电商供应链混合渠道定价与选择策略

张鑫，张杰   

  1. 广东财经大学 工商管理学院，广州 510320
  • 收稿日期:2023-03-17 修回日期:2023-07-15 出版日期:2025-01-28 发布日期:2025-01-24
  • 基金资助:
    国家自然科学基金面上项目（NSFC 71871067）；广东省普通高校创新团队项目（2019WCXTD008）

Pricing and Channel Selection Strategies in E-Commerce Supply Chain with Hybrid Channels and Live Streaming

ZHANG Xin, ZHANG Jie   

  1. School of Business Administration, Guangdong University of Finance and Economics, Guangzhou 510320, China
  • Received:2023-03-17 Revised:2023-07-15 Online:2025-01-28 Published:2025-01-24

PDF

摘要： 根据网络零售渠道、商家自播渠道和网红直播渠道，构建了3种模式下直播带货供应链决策模型，研究不同销售渠道间的最优决策问题，并进一步分析了网红直播渠道份额、网红直播间导流系数和佣金比例对均衡解的影响。研究结果表明：当交叉价格弹性系数达到一定程度时，品牌方同时建立自播和网红直播渠道（即混合模式）是最优选择；在混合模式下，价格竞争系数和佣金比例在所取范围内，网红直播间定价随网红直播渠道份额先增加后减小；网红直播间作为直播销售的一个环节，高佣金并不一定能为网红带来高收益；品牌方选择混合模式后，在3个渠道的维护中应该向更高的导流系数、更低的网红直播渠道比例和更低的佣金比例方向努力。

关键词: 直播带货, 多渠道供应链, 混合渠道, 定价策略, 渠道选择

Abstract: Considering an online retail channel and two types of live streaming channels, this paper constructs a model for e-commerce supply chain to study the optimal decision-making under different scenarios, and further analyzes the influence of the share of online celebrities’ channel, the diversion coefficient of online celebrities, and the commission ratio on the equilibrium solution. The results show that when the cross-price elasticity coefficient reaches a certain threshold, the optimal choice for the brand is to establish both its self-broadcast and online celebrities’ live streaming channels (i.e., a hybrid mode). In the hybrid mode, when the price competition coefficient and commission ratio fall within a feasible range, the price in online celebrities’ live streaming channel initially increases and then decreases as the share of online celebrities’ channel increases. As a link of live streaming sales, high commission rate does not necessarily lead to higher profits for online celebrities. After selecting the hybrid mode, the brand should strive for a higher diversion coefficient, a lower share of the online celebrities’ live streaming channel, and a lower commission rate in order to maximize profitability.

Key words: live streaming, multi-channel supply chain, hybrid channels, pricing strategy, channel selection

中图分类号: