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（32）：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》结语”欢迎您的访问。Share interest, spread hap

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今天小编为大家带来文章
“覃学苦练（32）：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》结语”
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Dear, this is LearningYard Academy.
Today, the editor brings you an article.
"Qin Xue's Hard Work (32): Intensive Reading of the Journal Paper "Pricing and Selection Strategy of Mixed Channels in E-commerce Supply Chain in the Context of Live Broadcast"
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一、思维导图（Mind mapping）

在电商蓬勃发展的当下，直播带货成为行业焦点，制造商开通直播渠道的趋势下，本文根据网络零售渠道、商家自播渠道和网红直播渠道构建了3种模式下直播带货供应链的决策模型，研究不同销售渠道间的最优决策问题，并进一步分析了网红直播渠道份额、网红直播间导流系数和直播方佣金比例对混合模式下均衡解的影响。根据之前对本篇论文的精读分享，今天进行最后一部分结语的精读分享。

In the current booming e-commerce, live streaming has become the focus of the industry. With the trend of manufacturers opening live-streaming channels, this paper constructs a decision model for the live-streaming supply chain under three modes: online retail channels, merchant self-streaming channels, and online celebrity live-streaming channels. It studies the optimal decision-making problem between different sales channels. Further, it analyzes the impact of online celebrity live-streaming channel share, online celebrity live-streaming room diversion coefficient, and live-streaming party commission ratio on the equilibrium solution under the hybrid model. Based on the previous intensive reading and sharing of this paper, today we will conduct an intensive reading and sharing of the last part of the conclusion.

（一）渠道选择策略（Channel selection strategy）

研究表明，交叉价格弹性系数至关重要。达一定程度时，品牌方建自播与网红直播结合的混合渠道最优，可激发渠道互动、实现利润最大化。若条件限制，优先建商家自播间更具性价比。

Research shows that the cross-price elasticity coefficient is crucial. When it reaches a certain level, it is best for brands to build a hybrid channel that combines self-broadcasting with live broadcasts by internet celebrities, which can stimulate channel interaction and maximize profits. If conditions are limited, it is more cost-effective to give priority to building a merchant's broadcast room.

（二）定价因素影响（Pricing factors）

渠道定价方面，混合模式下网络零售与商家自播定价高于其他模式，网红直播定价则随弹性系数变化。网红直播间导流系数和渠道份额对定价影响各异。导流系数增，各渠道定价涨；网红直播渠道份额增，网络零售与自播定价降，网红直播定价先升后降。

In terms of channel pricing, in the hybrid model, online retail and merchant self-broadcasting pricing are higher than other models, while online celebrity live broadcast pricing varies with the elasticity coefficient. The influence of online celebrity live broadcast traffic coefficient and channel share on pricing varies. As the traffic coefficient increases, the pricing of each channel increases; as the online celebrity live broadcast channel share increases, online retail and self-broadcasting pricing decreases, and online celebrity live broadcast pricing first increases and then decreases.

（三）利润影响因素（Factors affecting profits）

利润影响因素中，混合模式利润优势显著。网红直播渠道份额增，网络零售商和网红利润升，品牌方降，供应链总利润先降后升，凸显深耕自播、合理布局网红直播的重要性。导流系数对各方利润正向作用明显，佣金比例对网红和供应链利润先增后减，品牌方先减后增，低网红渠道比例和佣金比例利于品牌方。

Among the factors affecting profits, the profit advantage of the hybrid model is significant. The share of live streaming channels of influencers increased, and the profits of online retailers and influencers increased, while those of brands decreased. The total profit of the supply chain first decreased and then increased, highlighting the importance of deepening self-broadcasting and rationally deploying live streaming of influencers. The diversion coefficient has a significant positive effect on the profits of all parties. The commission ratio first increased and then decreased the profits of influencers and supply chains, while the profits of brands first decreased and then increased. The low proportion of influencer channels and commission ratios are beneficial to brands.

（四）品牌应对策略（Brand response strategy）

挖掘渠道特色，如网络零售提供多样选择、商家自播专业服务、网红直播营造氛围，依此定位，避免价格战，增强顾客粘性；平衡自播与网红直播。自播积累私域流量、降成本，网红直播开拓市场。依产品周期和品牌定位分配比例，如新品上市加大网红直播推广，成熟产品侧重自播维护；品牌与网红构建新型合作。网红重产品体验、树口碑，品牌合理设佣金、奖优罚劣，促进供应链可持续发展。

Explore channel characteristics, such as online retail providing diverse choices, merchants self-broadcasting professional services, and online celebrity live broadcasting creating an atmosphere. Position yourself accordingly to avoid price wars and enhance customer stickiness; balance self-broadcasting and online celebrity live broadcasting. Self-broadcasting accumulates private domain traffic and reduces costs, while online celebrity live broadcasting expands the market. Allocate proportions based on product cycles and brand positioning, such as increasing online celebrity live broadcast promotion for new products, and focusing on self-broadcasting maintenance for mature products; brands and online celebrities build new types of cooperation. Online celebrities focus on product experience and reputation, and brands set reasonable commissions, reward the good and punish the bad, to promote the sustainable development of the supply chain.

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祝您今天过得开心快乐！
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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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