Research On Decision Making And Optimization Of Hybrid Channel Of "E-Commerce Supply Chain+Live Broadcast"

The development of the digital economy has brought great vitality to the Internet industry,and the online shopping model is constantly innovating.One of them is the use of live broadcast platforms to carry goods.As an online sales model,"e-commerce supply chain + live broadcast" not only broadens online sales channels,but also integrates traditional e-commerce and livestreaming e-commerce and optimizes its benefits has become a focus of current research and practice.Based on the comprehensive and in-depth analysis of the supplier led "e-commerce supply chain + live broadcast" mixed channel mode,this paper constructs the multi platform model and the pricing game model of mixed channels.Combined with the actual case of FR supply chain company,this paper makes a specific study on the supplier’s platform operation and selection under the multi platform mode,the interaction between the pricing of various subjects in the mixed channel of live broadcast mode,and the coordinated contract optimization model.Research shows:Under the single platform mode,when the traditional e-commerce platform makes efforts and consumers’ preference for the traditional e-commerce platform reaches a certain height,suppliers prefer the traditional e-commerce platform with low commission proportion,on the contrary,they prefer the live broadcasting platform with distinctive characteristics.In the multi platform mixed mode,whether it is distribution and agency or dual platform agency mode,consumer preference plays a decisive role in the supplier’s platform selection,and when consumer preference is within a certain range,the demand for live broadcasting platform is always higher than that of traditional e-commerce platform.In the mixed mode,suppliers use the traditional e-commerce platform for distribution,and the profit obtained by using the live broadcast platform as the agent is higher than that by using the dual platform as the agent mode.In the mixed mode of retail agent live broadcast,the proportion of commission paid by suppliers plays a leading role in pricing,and live broadcast pricing and platform agent pricing are affected by the level of commissions;the price competition coefficient is positively correlated with pricing and profits,and the number of channels determines price competition The change of the coefficient,the more channels,the more obvious the change;the higher the commission ratio of the live broadcaster,the smaller the demand,and the impact increases with the increase of sales channels.The supplier’s live broadcast pricing is positively correlated with the commission ratio,while the online retail price It is inversely related to the wholesale price and the supplier’s profit and commission ratio.Using revenue sharing contracts to optimize,improve the profit and demand of FR supply chain companies,and also promote the coordination and revenue of suppliers and online retailers.The research results have certain reference value for suppliers in terms of platform selection and pricing decisions of various entities.