考虑溢出效应的直播电商供应链渠道选择与定价策略

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中图分类号：F274文献标志码：A

Abstract： To explore channel selection and pricing strategies in live-streaming e-commerce supply chains considering spillover effects， four e-commerce supply chain models of benchmark，self-broadcasting，influencer and hybrid were constructed in two stages of livestreaming and post-live-streaming，and optimization theory was employed to research the impacts of parameters such as the cross-price elasticity coeficient between channels and the spillover degree from the live-streaming channel to the direct sales channel on channel equilibrium prices，manufacturers‘ optimal profits，and mode selection. The research shows that when the spillover effect is moderate and cross-price elasticity is low，manufacturers should choose the benchmark mode instead of opening self-broadcasting channels. When spillover is high，self-broadcasting is more profitable than the influencer mode due to high commission costs. High cross-price elasticity with large spillover favors the influencer mode to boost direct sales prices through trafic spillover. The hybrid mode is optimal when spillover is low. Moreover， manufacturers with a large direct sales market should avoid live-streaming channels，and consider launching self-broadcasting or influencer channels only when their direct sales market share is small or medium.

Keywords： live-streaming e-commerce;channel selection；multi-channel supply chain； pricing strategy;spillover effect

互联网技术的飞速发展使人民生活方式发生深度变革，直播带货已成为电商领域极具爆发力的新兴形式。（剩余9633字）