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“覃学苦练（28）：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》模型构建与求解”
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Dear, this is LearningYard Academy.
Today, the editor brings you an article
"Qin Xue's Hard Practice (28):In-depth reading of the journal article 'Pricing and Selection Strategies for Mixed Channels in E-commerce Supply Chains under Live Streaming Background' - Model Construction and Solution"
Welcome your visit.

一、思维导图（Mindmapping）

根据之前对《直播背景下电商供应链混合渠道定价与选择策略》的模型描述与假设的精读，今天，小编将带来文献模型建立与求解部分的精读。在直播带货蓬勃发展的当下，品牌方如何在传统网络零售渠道、商家自播渠道和网红直播渠道间抉择，以实现最优决策？因此文章构建了三种直播带货供应链模型，深入剖析不同模式下的均衡定价和利润影响因素，为品牌方提供了全面的决策参考。

Based on a close reading of the model description and assumptions of "Pricing and Selection Strategies for E-commerce Supply Chain Hybrid Channels under Live Streaming," today, the editor will present a detailed analysis of the literature on model establishment and solution. In the context of the booming live commerce, how should brands choose between traditional online retail channels, merchant self-broadcast channels, and influencer live streaming channels to achieve optimal decisions? Therefore, the article constructs three models of live commerce supply chains, deeply analyzing the equilibrium pricing and profit influencing factors under different modes, providing comprehensive decision-making references for brands.

二、精读内容（Intensive readingcontent）

（一）自播模式（Self-broadcasting mode）

1.模型构建（Model building）

根据上图可知，自播模式下，品牌方在网络零售的基础上，自建直播间进行销售。在这个过程决策顺序为：首先品牌方决定批发价格，然后品牌方决定自己直播间的售价的同时网络零售商决定网络零售商价。

According to the above figure, it can be seen that under the self-broadcasting model, the brand side builds its own live broadcast room for sales based on online retail. In this process, the decision-making sequence is as follows: first, the brand side determines the wholesale price, and then the brand side decides the selling price of its own live broadcast room while the online retailer determines the online retail price.

2.模型求解（Model solving）

根据各参数的定义，首先在Mathematica上对网络零售商和品牌方的利润函数和需求函数进行定义，然后根据决策顺序，先求解品牌方和零售商的均衡售价，然后代入到利润函数中求出均衡批发价格，最后将各价格和批发价代入利润函数求出该情况下的各均衡利润。步骤如下图所示。

According to the definitions of various parameters, the profit functions and demand functions of online retailers and brands are first defined in Mathematica. Then, based on the decision sequence, the equilibrium selling prices for the brands and retailers are determined, which are subsequently substituted into the profit function to derive the equilibrium wholesale price. Finally, all prices and the wholesale price are substituted into the profit function to obtain the equilibrium profits under this scenario. The steps are illustrated in the figure below.

（二）网红模式（Influencer mode）

1.模型构建（Model building）

根据上图精读内容，可知品牌方与网红进行合作直播售卖，同时通过网络零售商分销。决策顺序为：品牌方首先决定批发价格，然后一部分商品通过零售商售卖且零售商自己决定零售价格的同时一部分通过网红售卖由品牌方决定其直播间售价。

According to the detailed content in the above image, it can be understood that the brand collaborates with influencers for live selling, while also distributing through online retailers. The decision-making sequence is as follows: the brand first determines the wholesale price, then a portion of the products is sold through retailers who set their own retail prices, while another portion is sold by influencers at prices determined by the brand for their live streaming sessions.

2.模型求解（Model solving）

在网红模式下，根据参数的定义，首先在Mathematica上对网络零售商、品牌方和网红的利润函数和需求函数进行定义，然后根据决策顺序，先求出网络零售价与网红直播间售价，然后求出批发价格，最后对各利润函数进行赋值。如下图所示。

In the influencer model, based on the definition of parameters, the profit functions and demand functions of online retailers, brands, and influencers are first defined in Mathematica. Then, according to the decision sequence, the online retail price and the influencer's live broadcast price are determined first, followed by the wholesale price, and finally, values are assigned to each profit function. As shown in the figure below.

（三）混合模式（Blending modes）

1.模型建立（Model building）

对上图精读可知品牌方整合网络零售渠道、自建直播间和网红直播带货。在此模型下决策顺序为：首先品牌方决定批发价格，然后品牌方再决定自播渠道和网红渠道的零售价格，最后线上零售商决定零售价。

It can be observed from the above diagram that the brand integrates online retail channels, establishes its own live streaming rooms, and collaborates with influencers for live commerce. In this model, the decision-making sequence is as follows: first, the brand determines the wholesale price, then the brand decides the retail prices for both self-broadcasting channels and influencer channels, and finally, the online retailers set the retail price.

2.模型求解 （Model solving）

根据参数假设，在Mathematica中先定义品牌方、零售商、网红利润函数及需求函数，然后根据决策顺序先求出零售商的售价，然后在求出品牌方决定的直播售价，最后在求出批发价。根据各均衡解再来赋值各利润函数，如下图所示。

According to the parameter assumptions, first define the profit functions of the brand party, retailer, and influencer, as well as the demand function in Mathematica. Then, based on the decision sequence, determine the retailer's selling price, followed by the live broadcast price set by the brand party, and finally ascertain the wholesale price. Based on each equilibrium solution, assign values to each profit function, as illustrated in the figure below.

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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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