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“覃学苦练（27）：精读期刊论文《直播背景下电商供应链混合渠道定价与选择策略》模型描述与假设”
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Today, the editor brings you an article
"Qin Xue's Hard Practice (27): Intensive Reading of the Journal Paper "Mixed Channel Pricing and Selection Strategy of E-commerce Supply Chain in the Context of Live Broadcast" Model Description and Assumptions"
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一、思维导图（Mind mapping）

今天，小编将通过对文章的模型假设的背景、模型描述、基本假设三部分来精读期刊论文《直播背景下电商供应链混合渠道定价与选择策略》的模型描述与假设部分。

Today, I will closely examine the model description and assumptions section of the journal article "Pricing and Selection Strategies for E-commerce Supply Chain Hybrid Channels in the Live Streaming Context."

二、精读内容（Intensive readingcontent）

（一）模型假设背景（Model assumptions and background）

电商直播用户规模增长迅速，直播带货成为品牌销量增长新引擎。品牌方进入直播市场有自建直播间以及与网红直播间合作两种方式，然而其各有利弊，如何选择成为当下难题。因此本文根据这两种渠道构建了三种直播背景下的电商供应 链模式进行分析比较提出相关指导策略。

The rapid growth of e-commerce live streaming users has turned live streaming into a new engine for brand sales growth. Brands entering the live streaming market have two options: building their own live streaming rooms or collaborating with internet celebrities' live streaming rooms. However, each approach has its advantages and disadvantages, making the choice a current challenge. Therefore, this article analyzes and compares three e-commerce supply chain models under these two channels and proposes relevant guidance strategies.

1.自播模式：品牌方在网络零售渠道基础上，自建直播间销售。商品批发给电商平台，平台和品牌方分别决定零售与自播价格。

2.网红模式：品牌方与网红直播间合作，同时通过网络零售商分销。品牌方决定批发和网红直播价格，网络零售商决定零售价格，网红按佣金结算报酬。

3.混合模式：品牌方同时开展自建直播间和网红直播合作，利用三个渠道销售。品牌方决定批发、自播和网红直播价格，网络零售商决定零售价格，网红按佣金获利。

1.Self-broadcasting mode: The brand establishes its own live streaming room for sales on top of online retail channels. Goods are wholesaled to e-commerce platforms, and both the platform and the brand determine retail and self-broadcasting prices.

2.Internet celebrity mode: The brand collaborates with internet celebrities' live streaming rooms while also distributing through online retailers. The brand decides wholesale and internet celebrity live streaming prices, while the online retailers determine retail prices, and the internet celebrities receive compensation based on commissions.

3.Hybrid mode: The brand simultaneously operates its own live streaming room and collaborates with internet celebrities, utilizing all three channels for sales. The brand determines wholesale, self-broadcasting, and internet celebrity live streaming prices, while the online retailers decide retail prices, and the internet celebrities earn profits through commissions.

1.市场份额假设（Market share assumption）

市场份额是指一个企业或品牌的产品或服务在特定市场中的销售额或销售量占该市场总销售额或总销售量的比例。它是衡量企业在市场中地位和竞争力的重要指标，反映了企业产品或服务在市场中的普及程度和消费者的接受程度。在文中传统网络零售渠道份额为α（0.5

Market share refers to the proportion of sales revenue or sales volume of a company or brand's product or service in a specific market, relative to the total sales revenue or total sales volume in that market. It is an important indicator for measuring a company's position and competitiveness in the market, reflecting the popularity and consumer acceptance of its products or services. In the text, the traditional online retail channel has a share ofα(0.5

2.导流效果假设（Assumption of traffic diversion effect）

导流效果是指网红在直播过程中对商品进行推广后，引导消费者在直播结束后流向商家自播渠道和网络零售商渠道进行消费的能力及实际效果。它反映了网红直播对其他渠道的促进作用，是直播电商供应链中一个重要的影响因素。在文中假设网红直播结束后对其他渠道导流效果为γ（0≤γ≤0.5）。

The diversion effect refers to the ability and actual effect of influencers to guide consumers to flow to merchants' self-broadcast channels and online retailer channels for consumption after the live broadcast after the live broadcast promotes the products during the live broadcast. It reflects the role of online celebrity live streaming in promoting other channels, and is an important influencing factor in the live streaming e-commerce supply chain. In this paper, it is assumed that the diversion effect on other channels after the live broadcast of Internet celebrities isγ(0≤γ≤0.5).

3.交叉价格弹性系数假设（Cross price elasticity coefficient assumptions）

交叉价格弹性系数（μ）是指在直播带货供应链中，一种营销渠道的产品供需量对其他相关替代品价格变动的反应灵敏程度。它反映了不同渠道商品价格变化相互影响的程度，是分析渠道间竞争关系和相互作用的关键指标。

The cross-price elasticity coefficient (μ) refers to the degree to which the supply and demand of products in one marketing channel react to the price changes of other related substitutes in the live streaming supply chain. It reflects the degree of mutual influence of commodity price changes in different channels, and is a key indicator for analyzing the competition and interaction between channels.

4.佣金比例假设（Commission Percentage Assumptions）

佣金比例（s）是指品牌方与网红事先商定的，在网红直播带货过程中，根据成交量和实际售价，网红从销售额中获得报酬的比例。这一比例在直播电商供应链中对各主体的决策和利润有着重要影响。

The commission ratio (s) refers to the proportion of the influencer who receives remuneration from the sales volume according to the transaction volume and the actual selling price in the process of the influencer's live broadcast as agreed between the brand and the influencer in advance. This proportion has an important impact on the decision-making and profits of each entity in the live broadcast e-commerce supply chain.

5.需求函数假设（Demand function assumptions）

需求函数是描述商品或服务数量与影响需求量的各种因素之间关系的数学表达式。在文中，需求函数用于表示在直播带货供应链的不同模式下，各个销售渠道的商品需求量与相关因素之间的具体关系，它是分析和研究各渠道定价、利润以及渠道选择等问题的重要基础。

A demand function is a mathematical expression that describes the relationship between the quantity of goods or services and the various factors that affect the quantity in demand. In this paper, the demand function is used to represent the specific relationship between the demand for goods and related factors in each sales channel under different modes of the live streaming supply chain, which is an important basis for analyzing and researching the pricing, profit, and channel selection of each channel.

在对各假设参数及符号进行整理，整理如下图所示，方便读者更加清晰的了解各参数和符号的含义。

The hypothetical parameters and symbols are sorted out as shown in the figure below, so that readers can understand the meaning of each parameter and symbol more clearly.

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翻译：讯飞星火翻译

参考资料：百度百科

参考文献：张鑫,张杰.直播背景下电商供应链混合渠道定价与选择策略[J/OL].系统管理学报,2023,1(1):1-23.

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来源：LearningYard学苑