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“覃学苦练（52）：精读期刊论文《直播模式对电商供应链定价与质量决策的影响研究》摘要”
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Dear, this is LearningYard Academy.
Today, the editor brings you an article.
“Qin Xueku Lian (52): Intensive reading of the abstract of the journal article ‘A Study on the Impact of Live Streaming Model on Pricing and Quality Decision-making in E-commerce Supply Chains’”
Welcome to your visit.

一、思维导图（Mind mapping）

本期推文将从研究背景、研究内容、研究方法、研究结论及研究意义五个方面来对该论文的摘要部分进行拆解精读。

This issue of tweets will analyze and read the abstract of the paper from five aspects: research background, research content, research methods, research conclusions and research significance.

二、精读内容（Intensive reading content）

(一) 研究背景（Research background）

在直播电商行业蓬勃兴起，逐渐成为商品销售关键渠道的当下，电商渠道质量控制水平参差不齐、消费者对商品质量及服务的敏感度持续变化，这些现实状况深刻影响着制造商对直播模式的抉择，也关乎供应链各成员能否实现利益最大化，构成了本研究的研究背景。

As the live streaming e-commerce industry is booming and gradually becoming a key channel for commodity sales, the quality control levels of e-commerce channels are uneven, and consumers' sensitivity to product quality and service continues to evolve. These realities have a profound impact on manufacturers’ decisions on the live streaming model, and also affect whether all members of the supply chain can maximize their interests, which constitutes the research background of this study.

(二) 研究内容（Research content）

聚焦研究内容，文章精准锚定由单一制造商、单一主播与单一直播电商平台所组成的供应链系统，创新性地综合引入制造商的质量控制水平、平台的质量检查水平，以及消费者对产品质量的敏感系数，搭建起博弈模型，以此深度对比剖析“制造商店铺自播”与“制造商委托主播带货”这两种典型直播模式，探究它们对直播电商供应链定价策略与质量决策过程产生的差异化影响，试图厘清不同模式下各环节的运行逻辑。

Focusing on the research content, the article accurately anchors the supply chain system composed of a single manufacturer, a single anchor and a single live broadcast e-commerce platform. It innovatively and comprehensively introduces the manufacturer's quality control level, the platform's quality inspection level, and the consumer's sensitivity to product quality, and builds a game model. It uses this to deeply compare and analyze the two typical live broadcast modes of "manufacturer store self-broadcasting" and "manufacturer entrusting anchors to bring goods", explore their differentiated impacts on the pricing strategy and quality decision-making process of the live broadcast e-commerce supply chain, and try to clarify the operating logic of each link under different models.

(三) 研究方法（Research methods）

其次看向研究方法，借助构建博弈模型这一工具，把质量控制、质量检查、消费者敏感等关键要素融入模型框架，通过严谨的理论推导与逻辑分析，细致探寻不同直播模式场景中，制造商、平台等主体的决策路径，以及利润随各类因素变动的规律，以此为后续结论输出筑牢基础。

Secondly, looking at the research methods, with the help of the tool of building game models, key elements such as quality control, quality inspection, and consumer sensitivity are integrated into the model framework. Through rigorous theoretical deduction and logical analysis, the decision-making paths of manufacturers, platforms and other entities in different live broadcast model scenarios are carefully explored, as well as the laws of profit changes with various factors, in order to lay a solid foundation for the subsequent conclusion output.

(四) 研究结论（Conclusions）

再次阐述研究结论，经模型推导与分析发现：当消费者对制造商质量控制水平、直播电商平台质量检查水平的敏感系数提升时，两种模式里制造商与平台的利润都会随之增长；而制造商质量成本系数、平台质量检查成本系数若增加，二者利润则会下降；并且平台的质量检查水平和利润，在店铺自播模式下始终展现出更大的优势；同时存在特定阈值，当质量成本系数小于该阈值，或者店铺自播固定成本大于对应阈值时，制造商选择主播带货模式会更具利益优势，且在控制质量成本的前提下，伴随消费者对质量控制敏感度增强，供应链成员加强质量管控，能有效提升利润水平。

The research conclusions are elaborated again. Through model derivation and analysis, it is found that: when consumers' sensitivity coefficients to the manufacturer's quality control level and the quality inspection level of the live broadcast e-commerce platform increase, the profits of manufacturers and platforms in both models will increase accordingly; if the manufacturer's quality cost coefficient and the platform's quality inspection cost coefficient increase, the profits of the two will decrease; and the platform's quality inspection level and profit always show greater advantages under the store's self-broadcasting mode; at the same time, there is a specific threshold. When the quality cost coefficient is less than the threshold, or the store's self-broadcasting fixed cost is greater than the corresponding threshold, manufacturers will have more benefits when choosing the anchor-led sales model. Under the premise of controlling quality costs, as consumers' sensitivity to quality control increases and supply chain members strengthen quality control, they can effectively improve profit levels.

(五) 研究意义（Research significance）

最后论及研究意义，理论维度上，填补了直播电商供应链领域定价与质量决策关联研究的部分空白，清晰呈现不同模式下各要素对决策及利润的作用机理，为该领域学术探讨注入新内容；实践维度中，为制造商依据实际成本、市场敏感度等因素，科学挑选直播模式提供参考，也助力供应链各成员优化质量与定价策略，进而推动整个直播电商行业朝着更健康、更具效益的方向发展，实现多方共赢。

Finally, regarding the significance of the research, in terms of theory, it fills some gaps in the research on the relationship between pricing and quality decision-making in the field of live e-commerce supply chain, clearly presents the mechanism of the impact of various factors on decision-making and profits under different models, and injects new content into academic discussions in this field; in terms of practice, it provides a reference for manufacturers to scientifically select live broadcast models based on actual costs, market sensitivity and other factors, and also helps all members of the supply chain optimize quality and pricing strategies, thereby promoting the entire live e-commerce industry to develop in a healthier and more efficient direction and achieve a win-win situation for all parties.

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翻译：讯飞星火翻译

参考资料：百度百科

参考文献：梁喜,刘怀英,胡诗艺.直播模式对电商供应链定价与质量决策的影响研究—基于制造商店铺自播与委托主播带货两种模式的比较分析[J].价格理论与实践,2022,36(09):233-246.

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