School of Economics and Trade, Shanghai Urban Construction Vocational College, Shanghai, China.
Glorious Sun School of Business and Management, Donghua University, Shanghai, China.
PLoS One. 2024 Aug 29;19(8):e0309371. doi: 10.1371/journal.pone.0309371. eCollection 2024.
Investigating novel collaboration modes is imperative for enhancing the cooperative ties between brand retailers and anchors as live streaming commerce moves progressively towards standardization. In this paper, we study a live streaming commerce supply chain system composed of a brand retailer and an Internet celebrity anchor. We also develop the pricing and live streaming service effort decision models under the equal proportion settlement mode of pit fee for the brand retailer and anchor. The research results show that under certain conditions, there is an optimal joint decision on price discount and live streaming service effort. In addition, the equal proportion settlement mode provides security for brand retailers but tends to expose the anchor's capabilities of live streaming sales. Consequently, anchors can only obtain a higher proportion of the pit fee by putting in more effort. Finally, through numerical analysis, we presented the impact of key parameters on the optimal decisions, demand, and profits of brand retailers and anchors. Based on these findings, we provided relevant managerial insights, offering valuable guidance and reference for the live streaming commerce industry.
研究新型合作模式对于增强品牌零售商和主播之间的合作关系至关重要，因为直播电商正逐步走向规范化。本文研究了由品牌零售商和网络红人主播组成的直播电商供应链系统。我们还制定了在品牌零售商和主播等额坑位费分成模式下的定价和直播服务努力决策模型。研究结果表明，在某些条件下，存在价格折扣和直播服务努力的最优联合决策。此外，等额坑位费分成模式为品牌零售商提供了保障，但往往会暴露主播的直播销售能力。因此，主播只能通过更多的努力投入来获得更高比例的坑位费。最后，通过数值分析，我们展示了关键参数对品牌零售商和主播的最优决策、需求和利润的影响。基于这些发现，我们提供了相关的管理见解，为直播电商行业提供了有价值的指导和参考。
