Research on Channel Encroachment Strategy and Contract Design of Manufacturers Based on Live Broadcast
DOI:
https://doi.org/10.54097/h3va0j27Keywords:
Encroachment, Live e-commerce, Pricing decisions, Product return, Product quality.Abstract
This article constructs supply chain models after the manufacturer's live streaming channel encroachment. Through demand function models and Stackelberg game theory, the optimal decisions of each member in the supply chain are solved using reverse induction method. The impact of various parameters on invasion strategies such as quality investment, channel pricing, and profits of all parties is analyzed. The results indicate that when consumers have a high level of preference for the sales channels opened by manufacturers, manufacturers can gain higher profits by inviting internet celebrities to live stream and promote sales through channel encroachment. When the potential demand scale of manufacturers is low and the proportion of anchor sharing is higher, manufacturers should reduce quality costs by lowering the level of quality investment. When the potential demand scale of manufacturers is high, they should reduce product returns by increasing the quality investment level and incentivize broadcasters by raising live broadcast prices.
Downloads
References
Arya A, Mittendorf B, Sappington D E M. The bright side of supplier encroachment [J].Marketing Science,2007,26(5) :651-659.
Zhang Cuihua, Li Chunyu, Lv Ruxia. Research on Platform encroachment considering Service quality Difference and quality sensitivity [J]. Industrial Engineering and Management, 2019,25(4): 77-85.
Wang Le, Song Yang, Fan Tijun. Research on the strategy of the introduction of livestream by manufacturers [J/OL]. China Management Science,1-12 [2022-05-31].
Yu Tianyang, Guan Zhimin, Dong Jingyang, Qu You. Research on live streaming e-commerce supply chain decision-making considering influencer marketing efforts under different power structures [J]. Journal of Management, 202,19(05):714-722+748.
Zheng Sen-Kyu, Sultan Hua, Wang Shou-yang, Shang Wei. Research on the revenue sharing model of livestreaming platform. Systems Engineering Theory & Practice,2020, 40(05):1221-1228.
Cheng H, Kenneth F, Guo W. Can “gold medal” online sellers earn gold? The impact of reputation badges on sales[J]. Journal of Management Information Systems, 2020, 37(4): 1099–1127.
Xiong Hao, Chen Jinyi, YAN Huili, Guo Hao-ying. Pricing and coordination of live streaming dual-channel supply chain with cargo considering the characteristics of anchors [J]. Journal of Management Engineering, 2023, 37(4): 188-195.
Hu Jiao, Li Li, Zhang Hua, Zhu Xingzhen, Yang Wensheng. Dynamic Pricing Decision of Network Broadcast platform considering reference effect and anchor influence [J]. Systems Engineering Theory & Practice,2022,42(3): 755-766.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.