Research On Live-streaming Marketing Strategy Of Monopoly And Duopoly Firms

As a brand-new marketing model in the modern retail industry,live-streaming marketing has played an increasingly important role in promoting consumption,invigorating the economy,and alleviating poverty in recent years.This intuitive product display method can more truly present the characteristics of the product to consumers,thereby enhancing their awareness and understanding of the product;at the same time,consumers can interact with the streamer through online chat.Consumer can ask the streamer about their questions and needs,and get real-time answers and suggestions from the streamer.This more engaging and interactive shopping experience opens up new options for firms’sales strategies.The existing empirical research literature mainly focuses on the mechanism of live marketing on consumers’ purchase intention,and the research based on game theory methods are still limited to issues such as sales channel selection in a complete monopoly scenario.Systematic consideration of how firms determine their product pricing and live-streaming sales strategies in a complete monopoly and duopoly competition environment,and the role of fan economic effects brought by star anchors in live-streaming sales is still unclear.Due to their social status and influence,they can usually attract a lot of extra consumer traffic,and it is easy to get the support of fans and consumers.In this thesis,by establishing an analysis model based on game theory,this thesis studies the live-streaming sales strategy under the monopoly and competition environment with or without the fan economic effect,how the firm should decide its own live-streaming strategy selection under the monopoly and competition environment,and how to adopt live-streaming The marketing strategy will analyze research issues such as the impact of competing companies’ own profits,and further compare the impact of fan economics on the choice of corporate live-streaming strategies.Our research shows that the choice of live-streaming marketing strategy depends on the relationship between the degree of market expansion,the level of consumer uncertainty reduction,and the income of the anchor.In addition,although it is the equilibrium result of the game,companies may suffer profit losses from simultaneously adopting live-streaming sales strategies.This thesis further considers the fan economic effect brought by star streamer.We find that for monopoly firm,the existence of fan economy increases the upper bound of revenue percentage threshold of monopoly enterprises’ live-streaming decisions,and enhances their motivation to choose live-streaming marketing strategies.Under duopoly competition,the existence of loyal consumers is conducive to improving product pricing and obtaining higher profits,but it may inhibit the motivation of competing enterprises to adopt live-streaming strategy at the same time.Based on the existing literature on platform competition,this thesis combines livestreaming marketing with traditional advertising strategy research,which enriches the relevant research conclusions on the impact of advertising strategy on corporate profits under the competitive environment.Specifically,this thesis considers how enterprise decision makers should determine live-streaming marketing strategies and corresponding product pricing strategies in the platform competitive environment,providing theoretical guidance for firm decision makers to adopt live streaming marketing strategies,and clarifying the influence of "fan economy" effect on firm’s product pricing,income level and motivation to adopt live-streaming marketing strategies.