| With the maturity of the e-commerce system,the ways and channels of online shopping for consumers are also constantly changing.More and more merchants conduct live broadcast sales through e-commerce platforms or short video entertainment platforms,that is,online live broadcast marketing.Webcast marketing is an emerging marketing method in the e-commerce industry,which not only further meets the diverse needs of consumers,but also causes changes in consumers’ shopping behavior and consumption decisions.Affected by the cost of store operation and management,personnel employment and management,the pricing of products under the two live broadcast modes of self-broadcasting by merchants and live-broadcasting by anchors is different.In addition,factors such as the nature of the platform’s sales channels,the commission scheme and the audience will affect the choice of the supplier’s sales platform and the size of the supplier’s profit.Compared with the traditional sales model,the organizational structure of the supply chain and the pricing method of decision-making entities have changed under the online live marketing model.Based on the background of online live broadcast marketing,this paper considers the influence of consumers’ network externalities and business promotion effects on suppliers’ decision-making,and analyzes the selection of suppliers’ live broadcast platforms and live broadcast modes.Aiming at this problem,this paper has done the following work.First,on the basis of defining relevant theories and concepts,the article considers the influence of consumers’ network externalities and merchants’ promotion effects on supplier selection,and constructs game models under different sales platforms and different live broadcast modes.The optimal pricing and profit of suppliers under different live broadcast modes of the two platforms are further solved,and the influence of parameters such as network externalities on the sales decisions of supply chain members is analyzed.Secondly,by comparing the profit of suppliers under the two sales models of self-broadcasting and anchor-delivered goods on the selected platform,the influence of network externalities on the decision-making of suppliers’ sales modes is analyzed,and the selection of optimal live broadcast modes by suppliers on the two platforms is analyzed respectively.On the basis of obtaining the optimal live broadcast sales model of the two platform suppliers,the selection of the supplier’s live broadcast platform is studied,and the choice of the supplier’s live broadcast platform is further determined.According to the research results and simulation analysis,the following conclusions are drawn:(1)The choice of the supplier’s live broadcast platform is related to the commission ratio drawn by the platform and the anchor.Specifically,it can be expressed as follows: when the e-commerce(entertainment)platform’s commission ratio is low,the supplier will choose the e-commerce(entertainment)live broadcast platform;when the e-commerce(entertainment)platform’s commission ratio is high,the supplier will choose the entertainment(e-commerce)live broadcast platform.(2)The choice of provider’s live broadcast mode is related to the magnitude of consumer network externalities.Specifically,it can be expressed as: when the consumer’s network externality is less than a certain threshold,the supplier chooses the merchant’s self-broadcasting mode to make more profit;when the consumer’s network externality is greater than a certain threshold,the supplier chooses the anchor to bring the goods to make more profit.(3)In the self-broadcasting mode of merchants,consumer demand,retail price and promotion effect are positively correlated.The profits of suppliers and platforms are not only positively related to the promotion effect,but also increase with the increase of network externalities;in the mode of anchor delivery,consumer demand,the profits of suppliers and anchors,and the platform are positively related to the traffic conversion rate.The retail price has a negative correlation with the traffic conversion rate.Finally,the research results of this paper provide a certain reference for the selection of suppliers’ live broadcast sales platforms and sales models,bring important management inspiration for the selection of real enterprises,and also provide new ideas for the research of supply chain management. |
