企业自播模式下直播电商供应链垂直差异化产品策略研究

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中图分类号：F724.6 文献标志码：A DOI： 10.13714/j.cnki.1002-3100.2025.08.031

Abstract：Basedontheconsiderationoftheinfluenceofancors，thesensitivitycoeficientofconsumerstopricedierencsand product diference，asppychaincomposedofmanufacturersandeommerce platfors isonstructed，andtheptimalsoutions underdiferentsituations areobtainedbyconstructinga game modelandanalyzing the problem.Theconditions for manufacturers tosetupliveboadastchanelsarestudied，andtheotialproductstrategiesofmanufacurersinthenterpriseselfoadast mode are analyzed.The findings are as follows.HL strategy is the optimal product strategy when manufacturersonlyopen traditionalonlinechannels;whentheabilityoftheanchorisweakandtheconsumergroupofthelivebroadcastchanneissmall， themanufacture willnotopen the live broadcast channel; manufacturers can maximizecorporate profitsbychosingappopriate product strategies according to market environment and product differences.

Key words： live streaming e - commerce; supply chain management; diferentiated product; product strategies

0引言

随着“互联网 + ”时代的到来，电子商务迅速普及，我国的数字经济得到迅速发展。（剩余9340字）