Research On The Live Mode Selection Of E-commerce Under Different Sales Modes

With the rapid development of live streaming,consumers are increasingly accustomed to shopping with watching live streaming on e-commerce platforms.Therefore,live e-commerce has become a hot topic at present.According to the different live broadcast subjects,the live broadcast mode in the market can be divided into the proxy mode and self-broadcast mode.However,the existing research on live streaming e-commerce focus on the impact of anchor on the live streaming e-commerce supply chain rather than differences between the two live broadcast modes.Therefore,based on the existing research,this paper,starting from the live mode,considers the MCN company,platform and manufacturer in the live broadcast e-commerce supply chain with the sales mode,and uses the game theory to study the choice of platform and manufacturer for the two live broadcast modes under three sales modes which is wholesale,agency and hybrid.The research work and findings are as follows:Firstly,this paper investigates the manufacturer’s choice for two sales modes of wholesale and agency,and the choice of the manufacturer and platform for live broadcast modes under different sales modes,respectively.It is found that when the platform share ratio is low,the manufacturer chooses the agency sales mode,otherwise the manufacturer chooses the wholesale sales mode.The share ratio set by the platform and the market size of the product are positively correlated.Whether it is wholesale or agency sales mode,the platform and the manufacturer will choose the proxy mode when the influence of the anchor is high.The agency sales mode requires higher influence of the anchor than the wholesale sales mode,and the manufacturer is more likely to choose the self-broadcast mode under the agency sales mode.Secondly,the choice of manufacturers and platforms for the live broadcast modes under the hybrid sales mode is studied.By comparing the revenues of manufacturers and platforms under the four live broadcast models,the interaction mechanism and dominant strategy of platforms and manufacturers in choosing live broadcast modes are analyzed.It is found that the dominant strategy of the platform is the proxy mode,while the manufacturer’s choice depends on the consumer channel preference and the size of the platform’s share ratio.When the consumer channel preference and the platform’s share ratio are small,the manufacturer will choose the proxy mode,otherwise the manufacturer will choose the self-broadcast mode.The numerical analysis shows that the platform and the manufacturer have the possibility to reach the Pareto optimum.When the consumer channel preference is large,the platform will choose the proxy mode,and the manufacturer will choose self-broadcast mode.