制造商直播引入的策略研究

Strategies of Manufacturers Introducing Live Streaming

尽管制造商引入直播有助于提高销售,但直播也产生了相应的麻烦成本。为此,制造商是否引入直播,以及引入直播后采用何种定价策略,是迫切需要研究的问题。本文根据直播销售方式特性,捕获其对消费者需求的影响,考虑直播对消费者感知价值的提升和直播观看的麻烦成本,构建制造商直播引入博弈模型,探讨制造商的直播引入策略和定价策略。研究结果表明:(1)制造商的直播引入决策与产品平均感知价值以及感知价值变化幅度有关。(2)消费者观看直播的麻烦成本越高,直播销售的需求越低,制造商提抬高直销价格获取更高收益。制造商利润、直销需求随着消费者观看直播的麻烦成本的增加先降低后增加。(3)随着直播对于产品感知价值提升程度的增大,制造商提高直播销售价格、降低直销价格以扩大产品总需求。制造商利润随着直播对于产品感知价值提升程度的增加先降低后增加。

With the development of internet technology,the online direct selling mode is rapidly emerging.However,the direct selling mode by the manufacturer suffer from product untouchability,which will directly affect consumers'perceived value of the product.As a new online sales mode,live streaming can improve consumers'perceived value by increasing the touchability of the product,and the price discount during live streaming can also improve consumers'willingness to buy.However,it takes time for consumers to watch the live streaming,which brings hassle cost.Therefore,whether manufacturers introduce live streaming and what pricing strategy to adopt after introduction live streaming are urgent issues to be studied.In order to solve this question,two models of whether the manufacturer introduces a live streaming sales mode are considered.Consumers in the market are divided into live streaming time consumers and non-live streaming time consumers.Considering the consumer’s perceived value of the product and the hassle cost,the consumer’s utility function is constructed,and the manufacturer simultaneously decides the prices of the live streaming product and the direct selling product to maximize its profit.Thenthe KKT condition is used to solve for the manufacturer's equilibrium pricing and profit to determine the manufacturer's live streaming introduction strategy.The results show that the decision of manufacturers live streaming introduction is related to the average perceived value of products and the change range of perceived value.The higher the hassle cost for consumers to watch live streaming,the lower the demand for live streaming,and the manufacturers raise the direct selling price to obtain more revenue.The profits of manufacturers and demand for direct selling first decrease and then increase with the increase of consumers'hassle cost of watching live streaming.Moreover,with the increase of the perceived value of live streaming for the product,manufacturers increase the sales price of live streaming and reduce the direct selling price to expand the total demand of products.The manufacturer's profit first decreases and then increases with the increase in the perceived value of live streaming for the product.The introduction of live streaming changes the mode of single-channel direct selling and increases the difficulty of manufacturers'decision-making.The research has certain guiding significance for live streaming introduction and pricing strategy of manufacturers in the market.