直播电商下厂家、MCN机构及主播动态运营策略

Dynamic operational strategies for manufacturer,MCN,and host in the context of live e-commerce

直播电商的营销模式在激活消费市场、推动经济增长等方面具有重要作用。本文综合考虑主播影响力和消费者参考质量效应的影响,针对由厂家、网红孵化机构(multi-channel network,MCN)及主播构成的直播电商体系,分别从参考质量效应、观众打赏、MCN机构补贴以及电商平台补贴角度构建5种决策模型,并对比分析其动态均衡策略及绩效水平。研究结果表明:消费者参考质量效应有利于提高直播电商体系成员的相关努力程度和绩效水平;观众打赏能够在一定程度上激励主播相应努力水平,进而推动直播电商体系整体利润的提高;MCN机构对主播提供补贴的先决条件取决于双方的边际收益和主播所获的观众打赏情况,满足其先决条件后能够在一定程度上消除双重边际效应从而实现直播电商体系的Pareto改善;此外,来自电商平台的补贴能够实现直播电商体系的完全协调,且补贴比率受成员博弈地位、收益情况及观众打赏的共同影响。

In recent years,live-streaming commerce has emerged as a significant model within the e-commerce industry.It leverages real-time interactivity,immersive experience,and community engagement to greatly enhance the online shopping experience for consumers.This approach is pivotal in stimulating consumer markets and driving rapid economic growth.Consequently,exploring how to optimize member decision-making within the live broadcast system to achieve profit growth amidst the backdrop of the internet economy is a topic deserving of thorough investigation.This paper delves into the intricate challenges of decision-making within live-streaming e-commerce platform.It carefully considers the lasting dynamics of consumer reference quality effects and host influence.The study intricately weaves together the impact of host influence and manufacturer quality input on consumer reference quality.It scrutinizes five distinct decision-making models from varied angles,encompassing reference quality effects,audience donations,MCN agency subsidies,and e-commerce platform subsidies.These models span from a decentralized approach without considering the reference quality effect to one that does,as well as a centralized decision-making model.Additionally,it explores models with MCN agency subsidies and reference quality effects,and those with both MCN agency subsidies,e-commerce platform subsidies,and reference quality effects.Against the backdrop of the surging popularity of“live-streaming commerce”,we tackle pertinent practical questions.These include how consumer reference quality influences member decision-making and performance levels,the impact do audience donations and MCN agency subsidies on optimal decision-making within the live e-commerce system,and the factors influencing the e-commerce platform′s subsidy rate,acting as a global regulator within the live e-commerce system.This paper goes further to examine the profitability of members and the entire live e-commerce system under diverse models.It unravels the optimal trajectory of consumer reference quality and host influence,yielding the following insights:Firstly,the impact of consumer reference quality effect holds substantial potential to invigorate member engagement within the e-commerce live broadcast system,thereby elevating the profit levels of both individual members and the system as a whole.This enhancement occurs alongside the bolstering of the host′s influence,fostering dynamic adaptability within the e-commerce live broadcast system.Thus,e-commerce live broadcasting platforms must comprehensively consider the combined impact of the reference effect and anchor influence when devising more informed and scientific decisions.Secondly,the cost-sharing subsidy provided by the MCN agency for the host can effectively amplify the host′s efforts,resulting in a pare to improvement in the e-commerce live broadcasting system.In practical management,the independent decision-making of individual departments or enterprises may not foster their overall development.Hence,it becomes imperative to mitigate the dual marginal effect through appropriate contracts or collaborations to cultivate a more harmonious and mutually beneficial operational environment.Thirdly,although audience donations may initially seem to benefit only the host party in the short term,their long-term effects stretch to bolstering the anchor′s influence,elevating consumer reference quality,and improving the overall revenue situation for both individual members and the entire e-commerce live broadcasting system.Furthermore,subsidies provided by the e-commerce platform play a crucial role in fostering comprehensive coordination within the e-commerce live system.This highlights the importance of collaboration among business operation managers,regulators,and third-party entities.Lastly,subsidy decisions made by the e-commerce platform are influenced by various factors including members′strategic positions,marginal returns,and audience donations.Typically,parties with contractual dominance or lower marginal returns are more likely to receive relatively higher subsidies.Moreover,from a long-term enterprise development perspective,strategically partnering with popular hosts through large MCN agencies and systematically improving the quality of their own products are crucial for driving the consumer market forward.Our research makes significant contributions in several key areas:1)This paper delves into the dynamics of host influence,integrating the consumer reference quality effect and incorporating MCN agencies into the live e-commerce system.By analyzing optimal decision-making and performance levels across various scenarios,it expands upon existing research in the field of live e-commerce.2)By incorporating real-world considerations such as internal cooperation and external subsidies,this paper confirms the positive impact of MCN agency subsidies,regulator subsidies,and audience donations on the promotion of the live broadcasting e-commerce system.3)Taking into account a variety of real-world factors,this paper constructs different models within the framework of differential game to investigate the influence of the consumer reference quality effect,MCN agency subsidies,audience donations,and e-commerce platform subsidies on members′decision-making.The findings provide valuable insights for decision-makers in relevant industries.