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research on dual-channel supply chain decisions considering the spillover effect of livestreaming sales
首发时间：2024-11-19
abstract：with the rise of the live-streaming industry, live-streamed sales have increasingly garnered widespread attention from supply chain members, leading more companies to work with key opinion leaders (kols) for the sale of products. however, interacting with kols can generate different spillover effects. this study investigates how spillover effects influence equilibrium outcomes for supply chain members across three scenarios: no kol involvement, manufacturer-kol collaboration (mk), and retailer-kol collaboration (rk). the findings indicate that, as the spillover effects of live-streaming change, manufacturers tend to favor the rk scenario. the underlying principle is that if live-streaming leads to negative spillover effects, manufacturers may set higher wholesale prices in the rk scenario to boost profits. conversely, if live-streaming in the rk scenario generates positive spillover effects, manufacturers can leverage this to increase their profits. thus, the rk scenario is often the optimal choice for manufacturers to maximize their profits, while retailers have more options depending on the conditions.
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考虑直播带货溢出效应的双渠道供应链决策研究
摘要：随着直播行业的兴起，直播带货逐渐受到供应链各成员的广泛关注，这也导致越来越多的商家选择与关键意见领袖(即kol)合作来销售产品。然而，在双渠道供应链中，与kol合作可能会带来正面或负面的溢出效应。本研究考察了在无kol情景、制造商与kol合作情景(mk)和电子零售商与kol合作情景(rk)三种情景下，溢出效应对供应链成员均衡结果的影响。研究表明，随着直播溢出效应的变化，制造商总是倾向于rk场景。其基本原理是，如果直播带来负面溢出效应，制造商可能会在rk情景下设定较高的批发价格来增加利润；如果直播在rk情景下带来正向溢出效应，制造商可以采取搭便车行为来提高其利润。因此，rk场景在大多数情况下是制造商赚取更多利润的最优选择，而电子零售商则在不同的条件下有不同的选择。
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考虑直播带货溢出效应的双渠道供应链决策研究
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