| The e-commerce model of live-streaming to help rural residents is a new fashion in which the rural revitalization strategy integrates the e-commerce poverty alleviation model,At present,a new agricultural sales model has been formed for fresh agricultural products suppliers to sell directly through online live broadcasts and distribute through online retailers.The dual-channel model of online retail of fresh agricultural products and live-streaming e-commerce has broken the traditional sales model.meets consumers’ refined and personalized needs,and changes consumers’ decision-making accordingly.The existence of competition mechanism between e-commerce dual channels and consumer channel preferences,there will be differences in pricing and profits.Therefore,how to guide the pricing decisions of the live-broadcasting agricultural assistance model combined with the online retail model to promote fresh agricultural products and help farmers get rid of poverty and become rich;and how the government selects appropriate subject to subsidize,how different subsidy policies affect the optimal decision-making,and how the public welfare affects the profitability of the e-commerce supply chain are practical problems that need to be solved urgently.Therefore,based on the above background,this paper considers the centralized decision-making and decentralized decision-making modes,combined with the Stackelberg game theory,to establish a demand function affected by factors such as the elasticity of demand for freshness,the price competition coefficient,and the commission ratio of the l live-streamer.A commercial-dominated online retailer and live-streamer e-commerce dual-channel supply chain decision-making model to analyze the influence of consumer channel preference,fresh-keeping effort level,and livestreamer traffic conversion level on optimal pricing decisions.It also focuses on the impact of the government’s implementation of subsidy policies on fresh agricultural product suppliers,sellers(online retailers and live-streamers)and consumers on pricing and profitability under the influence of public welfare.Finally,through the analysis of actual enterprise cases,this paper verifies the influence of the relevant parameters in the model on the optimal pricing decision and overall profit of the e-commerce supply chain.The results of this paper show that expanding the online live broadcast channel under the online retail mode can improve the pricing of fresh agricultural products and the total profit of the e-commerce supply chain.From the perspective of improving the overall welfare of the society,when the government subsidy per unit is within a certain range,the optimal strategy is to implement subsidies to suppliers of fresh agricultural products.When the government subsidy per unit is high,the optimal strategy is for the government to subsidize the sellers and consumers;In short,proper strengthening of public welfare can effectively improve the overall welfare of the society,and the subsidy policy is effective.If the public welfare is strengthened too much,the overall profit of the e-commerce supply chain will be negative,and the subsidy policy will be ineffective.This paper includes a total of 27 figures,5 tables,and 51 references. |
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