Research On The Supply Chain Operation Strategy Of Live Streaming E-commerce Considering The Type Of Streamer

Live streaming e-commerce model gradually becomes the mainstream online business model nowadays,which profoundly changes the current online shopping method and promotes the internal development of traditional e-commerce supply chain.However,behind the explosion of live streaming e-commerce,reveals more drawbacks: First,the top streamer monopoly gradually squeezed the living space of other streamers,worsening the live streaming e-commerce operation ecology,which makes it crucial to deduce the paradigm of live streaming e-commerce operation decision and decision interval under the perspective of streamer classification,so as to break the top streamer monopoly;Second,the traditional e-commerce supply chain in the operational decision-making dilemma in the live streaming mode is still more prominent,such as whether manufacturers should carry out live streaming channel introduction.For example,should manufacturers introduce live streaming channels?How do supply chain members strategically develop the price and quality strategy in the live streaming mode? What kind of sharing strategy is implemented to achieve the improvement of supply chain operation level? These questions are the focus of research in the new model of live streaming,and are also practical problems that need to be solved to achieve high-quality development of China’s live streaming e-commerce industry.Therefore,based on the above background,this paper constructs a supply chain decision model considering the classification of streamers,analyzes the supply chain operation strategy of live streaming e-commerce under the influence of streamer types using game theory and simulation analysis,and forms a decision theory of live streaming e-commerce operation and a normative method to crack the dilemma of live streaming e-commerce operation.The main research contents and findings of this paper are as follows.(1)To address the problem of pricing strategy and channel selection of live streaming e-commerce supply chain under the influence of streamer type,this paper establishes a dual-channel decision model consisting of a single manufacturer and streamer,constructs profit functions in the cases of top streamer and common streamer respectively,and studies the influence of streamer type and its characteristic factors on the pricing of live streaming e-commerce supply chain and manufacturer channel selection.The study shows that the change of streamer type affects the pricing of live streaming channels: when ordinary streamers are in the budding and mature stage,their live streaming prices are lower than those of top streamers,while in the development stage,their live streaming prices are higher than those of top streamers;there is a critical condition of the Matthew effect,when ordinary streamers continue to increase their marketing investment and depress their live streaming prices until the curve of streamer type change breaks the critical point of the Matthew effect,they will move to top streamers When the impact of competitors is large and the manufacturer’s single offline profit is small,the opening of the live streaming channel is beneficial to the manufacturer,otherwise,the opening of the live streaming channel is unfavorable to the manufacturer.(2)To address the problem of sharing strategy of the live streaming e-commerce supply chain under the influence of streamer type,this paper establishes a dual-channel decision model consisting of a single manufacturer and a streamer,and constructs profit functions under three cases of no contract,unilateral incentive contract and incentive and penalty contract according to the streamer type,and analyzes the profit functions and their characteristic factors under the influence of streamer type.It was found that the profit functions of both the physical channel and the live streaming channel were not as high as those of the live streaming channel.It is found that the prices of both physical and live streaming channels are negative functions of the commission rate of streamers,but they vary greatly under different streamer types(and different development stages of the same type);the introduction of live streaming channels may not be completely detrimental to the original channels of manufacturers,and when the streamer power is not strong,the demand of the original channels may even increase with the influence of streamers on live streaming channels;under the three streamer types,the unilateral Both the incentive strategy and the reward and punishment strategy can improve the performance level of the supply chain,but there is an implementation condition(i.e.members’ profits are higher after the strategy is implemented than before),with the top streamers preferring the unilateral incentive strategy and the bottom being more suitable for the reward and punishment strategy.(3)To address the problem of quality management of live streaming e-commerce supply chain under the influence of streamer type,this paper establishes a dual-channel decision model consisting of individual manufacturer and streamer,constructs profit functions in the case of top streamer and ordinary streamer respectively,and studies the influence of streamer type and its characteristic factors on the quality management decision of live streaming e-commerce supply chain from a dynamic perspective.It is found that the quality decision of the live supply chain is influenced by multiple factors and has no direct mapping relationship with the streamer type,and the level of supply chain quality decision in the case of the top streamer with goods is higher when and only when its influence is higher than the threshold;revenue is the key factor influencing the manufacturer’s quality improvement and product quality,and the trajectory of live product quality is higher when and only when the profit efficiency of the manufacturer is higher than the threshold in both streamer types Only when the top streamer is in the initial period or its commission rate is high,it is the advantageous area for the quality decision of the ordinary streamer,and the ordinary streamer should seize the opportunity to take the initiative to improve the quality inspection technology,reduce the quality inspection cost,and break the monopoly of the top streamer from the product quality,when the head streamer is in the development period or its commission rate is relatively low,it is the disadvantageous area for the quality decision of the ordinary streamer,and it should rationally analyze the characteristic law of top streamers and take conservative strategy.For the first time,this paper systematically discusses the current operational decision-making of China’s live streaming e-commerce supply chain from the classification of streamers,and forms general management theories and policy revelations,which is important for enriching the theoretical system of live streaming e-commerce supply chain operation management,reconstructing the good ecology of live streaming e-commerce operation,and promoting the high-quality development of China’s live streaming e-commerce industry.