摘要：分享兴趣，传播快乐，增长见闻，留下美好！亲爱的您，这里是LearningYard新学苑。今天小编为大家带来文章“覃学苦练（29）：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》均衡解的性质分析”欢迎您的访问。Share interest, spre
分享兴趣，传播快乐，
增长见闻，留下美好！
亲爱的您，这里是LearningYard新学苑。
今天小编为大家带来文章
“覃学苦练（29）：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》均衡解的性质分析”
欢迎您的访问。
Share interest, spread happiness,
increase knowledge, leave a beautiful!
Dear, this is LearningYard Academy.
Today, the editor brings you an article
"Qin Xue's Hard Practice (29): Intensive reading of the journal article "Pricing and selection strategies for hybrid channels in e-commerce supply chains under the background of live streaming" - Nature analysis of equilibrium solutions"
Welcome your visit.
一、思维导图（Mind mapping）
根据之前对模型求解进行了了解，求出了网络零售商、品牌方和网红直播间的均衡定价及利润，小编这次将根据所求均衡解进行分析，对论文《直播背景下电商供应链混合渠道定价与选择策略》的均衡解的性质分析部分进行精读。
Based on the previous understanding of the model solution, the equilibrium pricing and profits of online retailers, brands and internet celebrity live broadcast rooms have been obtained. This time, the editor will analyze the equilibrium solution and carefully read the nature analysis part of the equilibrium solution of the paper "Hybrid Channel Pricing and Selection Strategy of E-commerce Supply Chain under the Background of Live Broadcasting".
（一）渠道共存条件分析（Analysis of channel coexistence conditions）
根据对上图的精读，各渠道需发挥独特优势，避免单纯价格竞争。传统网络零售与直播渠道，消费者偏好差异显著；商家自播与网红直播，在专业性和氛围上各有千秋。满足现实可行性的条件为，渠道间价格竞争系数不能过高（0
According to a careful reading of the above chart, each channel needs to play to its unique advantages and avoid pure price competition. There are significant differences in consumer preferences between traditional online retail and live broadcast channels; merchants own live broadcasts and online celebrity live broadcasts have their advantages in terms of professionalism and atmosphere. The conditions for meeting realistic feasibility are that the price competition coefficient between channels cannot be too high (0
（二）网红直播导流系数影响分析（Analysis on the influence of live streaming traffic diversion coefficient of internet celebrities）
此系数反映网红直播的持续影响力。当系数增大时，传统网络零售和商家自播渠道需求增加，各渠道定价随之提高，最终成本转嫁给消费者。因此，追求性价比的产品，应选细分领域的意见领袖合作，避免头部主播的高流量带来的高成本。如下图所示：
This coefficient reflects the continued influence of internet celebrities on live streaming. When the coefficient increases, the demand for traditional online retail and merchants on live-streaming channels increases, and the pricing of each channel increases accordingly, and the cost is ultimately passed on to consumers. Therefore, for products that pursue cost-effectiveness, you should choose to cooperate with opinion leaders in niche areas to avoid the high costs brought by the high traffic of top anchors. As shown in the following figure:
（三）网红直播渠道份额影响分析（Analysis of the impact of live streaming channels on the share of influencers）
如上图可知批发价、网络零售定价和品牌方自播定价随着网红直播渠道份额的增大而减少。网红直播渠道份额增加时，商家自播渠道需求降低，品牌方和网络零售商为抢夺顾客均会降价，高端品牌需严格控制该比例以避免品牌价值损失。
As shown in the above figure, wholesale prices, online retail prices, and brand self-broadcasting prices decrease as the share of live-streaming channels of online celebrities increases. When the share of live streaming channels of online celebrities increases, the demand for self-broadcasting channels of merchants decreases. Brands and online retailers will reduce prices to grab customers. High-end brands need to strictly control this ratio to avoid brand value loss.
（四）网红直播间定价变化分析
根据上图的精读可知道，网红直播间定价随网红直播渠道份额先增加再降低，临界点为s4=(2-4μ)/(2-3μ)（s4
According to the above figure, the pricing of online celebrity live broadcast rooms increases first and then decreases with the share of online celebrity live broadcast channels, and the critical point is s4=(2-4μ)/(2-3μ)(s4
今天的分享就到这里了。
如果您对文章有独特的想法，
欢迎给我们留言，
让我们相约明天。
祝您今天过得开心快乐！
That's all for today's sharing.
If you have a unique idea about the article,
please leave us a message,
Let us meet tomorrow.
I wish you a happy day today!
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.
本文由LearningYard新学苑整理发出，如有侵权请在后台留言沟通！
来源：LearningYard学苑