考虑策略型消费者遗憾心理与退货的直播定价策略

直播带货的快速发展,促使越来越多的企业采用直播电商的商业模式。考虑到策略型消费者的遗憾心理与退货行为会对其产生较大影响,本文引入了高价遗憾与缺货遗憾两种遗憾心理以及消费者满意度,通过构建由传统网络销售渠道和直播渠道组成的双渠道供应链,探讨了降低标价和抬高标价模式下的定价策略。研究表明:消费者的遗憾心理与满意度会影响传统渠道价格与直播价格,企业可针对其作出最优定价;主播影响力的增加使制造商的利润提高,零售商的利润先降低后提高;产品退货成本的增加使零售商的利润提高,而制造商则相反;高价遗憾的增加使零售商与制造商的利润提高,而缺货遗憾增加会使二者利润都降低。The rapid development of live streaming has prompted more and more enterprises to adopt the business model of live streaming e-commerce. Considering that regret psychology and return behavior of strategic consumers will have a great impact on them, this paper introduces two kinds of regret psychology, high price regret and shortage regret, and consumer satisfaction. By constructing a dual-channel supply chain consisting of traditional online sales channels and live broadcast channels, this paper discusses the pricing strategy under the model of lower price tag and higher price tag. The results show that consumers’ regret psychology and satisfaction will affect the price of traditional channels and the price of live broadcast, and enterprises can make the optimal pricing according to them;The increase of anchor influence makes the profit of manufacturers increase, while the profit of retailers decreases first and then increases. The increase in the cost of returning products makes retailers more profitable and manufacturers less so. The increase of high price regrets increases the profits of retailers and manufacturers, while the increase of out of stock regrets decreases the profits of both.

直播模式对电商供应链定价与质量决策的影响研究——基于制造商店铺自播与委托主播带货两种模式的比较分析

在直播电商供应链中,研究电商渠道的质量控制水平和消费者敏感度对制造商如何选择直播模式以及如何使供应链成员利益最大化具有重大意义。本文在一个制造商、一个主播和一个直播电商平台组成的供应链系统中,综合引入质量控制水平、平台质量检查水平及消费者对产品质量的敏感系数构建博弈模型,分析制造商店铺自播与制造商委托主播带货两种直播模式对直播电商供应链定价与质量决策的影响。研究表明:随着消费者对制造商质量控制水平和直播电商平台质量检查水平敏感系数的提高,两种模式下的制造商和直播电商平台利润都会提高;随着制造商质量成本系数和直播电商平台质量检查成本系数的增加,两种模式下的制造商和直播电商平台的利润均会下降;直播电商平台的质量检查水平和利润始终在店铺自播情形下更大;当质量成本系数小于某一阈值或店铺自播的固定成本大于某一阈值时,制造商选择主播带货更有利。由此,在控制质量成本的前提下,随着消费者对质量控制的敏感度增加,制造商和直播电商平台加强对产品质量控制,有利于提升供应链成员的利润水平。