Operational Strategies And Cooperative Models In Livestreaming Commerce Supply Chain

This thesis examines two important developments in the field of livestreaming commerce,namely,brand-platform partnerships and platforms’ choices in whether to introduce anchor competition versus whether to invest.From the perspective of the purposive shopping scenario,three models of brand-platform cooperation are constructed based on different levels of cooperation,and the influence of market externalities(network externality and content operation level influence coefficient)and bargaining power on brands’and platforms’ strategy choices are determined.From the perspective of the entertainment shopping scenario,the impact of changes in the platform environment(anchor fan volume,anchor fan share,fan loss coefficient,and non-fan conversion rate)on the decision of the participants under different cooperation models is clarified based on the business scenarios of whether the platform introduces anchor competition and whether it invests or not,and provides a reference for the platform’s business strategy choice under different environments.These findings provide strategic guidance for livestreaming commerce supply chain participants to seek cooperation in different business environments.The thesis shows that:in the "brand-platform" cooperation problem under purposive shopping scenarios,(1)strategic cooperation and operation support models can achieve Pareto improvement over simple cooperation under specific market conditions.(2)The specific market situation significantly impacts the choice of the three cooperation models.When the brand’s influence is low,the platform should support the brand to invest in live content operation.When the platform and the brand are evenly matched,the platform should carry out deep strategic cooperation with the brand to jointly cope with the complex and changing market environment and maximize system profits.(3)The design of the operation support model is conducive to incentivizing brands to increase investment in content operation,but its improvement is limited due to the enhanced double marginalization.The design of the strategic cooperation model can eliminate the marginalization problem and optimize the system revenue.In the "platform-anchor" cooperation problem under entertainment shopping scenario,(1)the cooperation between the platform and the anchor has obvious constraints on the platform environment and anchor value.(2)Anchors with different styles can optimize the proportion of platform fans,enrich the platform content without causing price competition,and facilitate the orderly development of the livestreaming commerce system.(3)The environmental conditions suitable for platform investment are relatively limited,under which the investment can bring higher returns to the platform.At the same time,if the non-fan conversion rate is low,the platform can better play the advantages of fan economy by cooperating with a single head anchor.And if the non-fan conversion rate is high,the increased value of information brought by the competition is more beneficial for the platform.