直播带货对农产品供应链商域流量投入和渠道选择的影响

The Impact of Live Streaming on Commercial Flow Input and Channel Selection in Agricultural Product Supply Chains

考虑需求受主播直播流量水平的影响,构建传统渠道、传统渠道与农户直播渠道、传统渠道与网红直播渠道3种销售模式下的博弈模型,分析最优价格和商域流量决策,并探讨溢出效应等参数对各主体决策及利润的影响。研究发现:当直播流量转化率高于某一临界值时,农户选择引入直播带货;当价格竞争程度较弱且网红直播佣金比例较大时,农户选择自己直播,而当价格竞争程度较强时,农户选择网红直播;引入直播带货后,农户商域流量投入、批发价格、直销价格和经销商零售价格均随着溢出效应、价格竞争程度的增强而增加,随着直播流量水平投资成本的增加而减少。

Considering the influence of the flow level of live streamer on the demand,the game model of traditional sales channel,traditional sales channel and farmers’live streamer channel and traditional sales channel and online celebrities’live streamer channel are constructed to analyze the optimal price and commercial flow,and to explore the influence of parameters such as spill-over effect on the decision-making and profit of each subject.The results show that when the conversion rate of live streaming flow is higher than a critical value,farmers choose to introduce live streaming.When the price competition is weak and the commission rate of online celebrities is large,farmers choose to broadcast by themselves;while when the price competition is strong,farmers choose online celebrities to broadcast.After the introduction of direct seeding,the input of farmers’commercial flow,wholesale price,direct selling price and retail price of dealers all increase with the enhancement of spill-over effect and price competition,and decrease with the increase of investment cost of live streaming flow level.