摘要
构建一个由制造商与零售商组成的二级双渠道供应链,其中制造商一方面为零售商供货,另一方面通过直播渠道销售产品。考虑到网红直播能够为线下零售引流,分别讨论网红主播有直播渠道定价权与制造商有直播渠道定价权两种情况下供应链成员最优决策问题。研究发现:在制造商拥有直播渠道定价权时,零售价格与直播渠道价格均高于网红主播拥有直播渠道定价权时的情景,制造商与网红主播谁拥有直播渠道定价权谁就在直播带货中更有利可图。当制造商拥有渠道定价权且选择头部主播进行带货时,零售商存在着“搭便车”的现象。
A Two-tier dual-channel supply chain consisting of a manufacturer and a retailer is constructed,in which the manufacturer supplies the retailer on the one hand and sells the products through the live channel on the other hand.Considering the ability of live webcast to attract offline retail traffic,the optimal decision of supply chain members is discussed in two cases:the webcast anchor has the pricing power of the live channel and the manufacturer has the pricing power of the live channel.It is found that the retail price and the live channel price are both higher when the manufacturer has the pricing power of the live channel than when the web-host has the pricing power of the live channel,and whoever has the pricing power of the live channel between the manufacturer and the web-host is more profitable in the live streaming.When the manufacturer has the channel pricing power and chooses the head anchor to carry the goods,the retailer has the phenomenon of“free-riding”.
作者
王芹鹏
吴鹏
WANG Qinpeng;WU Peng(School of Management Science and Engineering,Hebei University of Economics and Business,Shijiazhuang 050061,China)
出处
《科技和产业》
2023年第2期14-23,共10页
Science Technology and Industry
基金
教育部人文社科项目(18YJC630183)
河北省自然科学基金项目(G201720715)。
