考虑主播营销努力的互补产品制造商销售渠道选择

Selection of Complementary Product Manufacturers’Sales Channel Considering Anchor Marketing Efforts

基于两个制造商通过不同渠道销售互补产品的供应链,考虑主播营销努力,运用Stackelberg博弈理论建立3种决策模型,求解供应链成员最优决策及利润,并对比均衡解,最后进行重点参数的敏感性分析。研究表明:主播营销努力水平在制造商2选择直播渠道时最小,在直销与线上零售渠道随产品间互补程度变化;3种渠道结构下的最优决策和制造商利润与产品间互补程度、直播营销敏感系数和直播营销成本系数密切相关;制造商2选择不同销售渠道对供应链其他成员产生影响,当产品间互补程度、营销努力相关系数在一定范围内变动时,直销渠道和直播渠道的利润总是大于线上零售渠道,更有利于制造商获利。

Based on a supply chain with two manufacturers selling complementary products through different channels,considering anchor marketing efforts,three decision models are developed using Stackelberg game theory to solve for optimal decisions and profits of supply chain members and compare equilibrium solutions,and finally sensitivity analyses of key parameters are conducted.It is found that anchor marketing effort increases with the increase of consumers′sensitivity coefficient to live marketing and is the smallest when manufacturer 2 chooses the live channel,and varies with the degree of complementarity between products in direct and online retail channels;the optimal decision-making and manufacturer′s profit under the three channel structures are closely related to the degree of complementarity between products,the sensitivity coefficient of live marketing,and the coefficient of the cost of live marketing;the choice of different sales channels by manufacturer 2 has an impact on other members of the supply chain.When the degree of complementarity between products and the marketing effort correlation coefficient varies within a certain range,the profits of the direct sales channel and the live channel are always larger than those of the online retail channel,which is more favourable to the manufacturers′profits.