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（54）：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》问题与理论分析”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（54）：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》问题与理论分析”
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 Xueku Lian (54): Intensive reading of the journal article “A Study on the Impact of Live Streaming Model on Pricing and Quality Decision-making in E-commerce Supply Chains” Problems and Theoretical Analysis”
Welcome to your visit.

一、思维导图（Mind mapping）

本期内容将接着给大家带来上期论文的问题的提出与理论分析部分的精读分享，该部分主要围绕直播电商供应链中产品质量控制与消费者质量敏感对制造商定价决策的影响展开。

This issue will continue to bring you a detailed reading and sharing of the questions raised and the theoretical analysis part of the previous paper. This part mainly revolves around the impact of product quality control and consumer quality sensitivity on manufacturers' pricing decisions in the live e-commerce supply chain.

二、精读内容（Intensive reading content）

(一) 电商渠道质量控制对制造商定价渠道的影响（The impact of e-commerce channel quality control on manufacturers’ pricing channels）

1.直播模式的普及与质量困境（Popularity and quality dilemma of live streaming）

近年来，直播电商作为新兴营销渠道迅速崛起，形成以店铺自播和主播带货为主的两种核心模式。然而，随着行业规模扩张，产品质量参差不齐的问题日益凸显 ——网红主播带货场景下，流量造假、虚假宣传等现象频发，而店铺自播虽能让制造商掌握主动权，却也面临平台监管与消费者信任的双重挑战。

In recent years, live streaming e-commerce has rapidly emerged as an emerging marketing channel, forming two core models: store-based live streaming and anchor-based live streaming. However, as the industry scale expands, the problem of uneven product quality has become increasingly prominent. In the context of online celebrity live streaming, traffic fraud and misinformation are prevalent. Although store-based live streaming allows manufacturers to take the initiative, it also faces the dual challenges of platform supervision and consumer trust.

直播平台通过动态展示产品细节降低了信息不对称，缩短了制造商与消费者的交易链路，但这也使得定价逻辑从传统“成本+利润”模式转向更复杂的 “质量、价格与信任”平衡体系。

Live streaming platforms reduce information asymmetry and shorten the transaction chain between manufacturers and consumers by dynamically displaying product details, but this also causes the pricing logic to shift from the traditional "cost + profit" model to a more complex "quality, price, and trust" balance system.

2.质量控制成本的双向制约（Two-way constraints on quality control costs）

制造商在定价时需直面质量控制的成本压力：一方面，若投入资金提升原材料标准、优化生产工艺（如增加质检工序），虽能增强消费者对产品的信赖（如通过 “质量认证” 标签提升转化率），但会推高单位生产成本，迫使定价上移。

Manufacturers need to face the cost pressure of quality control when setting prices: on the one hand, if they invest money to improve raw material standards and optimize production processes (such as adding quality inspection procedures), it will enhance consumer trust in the product (such as improving conversion rates through "quality certification" labels), but it will push up unit production costs and force pricing upwards.

另一方面，若为压低价格而削减质量投入，可能引发退货率上升、品牌口碑受损，长期看反而增加隐性成本。

On the other hand, if quality investment is cut in order to lower prices, it may lead to an increase in return rates and damage to brand reputation, which will increase hidden costs in the long run.

3.平台质检机制的外部约束（External constraints on the platform quality inspection mechanism）

直播电商平台正通过制度化质检强化质量管控。以浙江为例，其管理规范要求平台设立专职品质管理岗，对直播产品实施 “随机抽检+第三方检测”，若发现不合格产品，将对制造商采取流量限制、罚款等措施。

Live e-commerce platforms are strengthening quality control through institutionalized quality inspections. Taking Zhejiang as an example, its management regulations require the platform to set up a full-time quality management post and implement "random sampling + third-party testing" for live products. If unqualified products are found, the manufacturer will be subject to traffic restrictions, fines and other measures.

这种外部监管迫使制造商重新规划定价策略，其定价需覆盖保证金成本及潜在质检不合格的风险溢价。此外，平台质检结果会通过“品质标签”向消费者展示，形成高质检投入、高信任度和高定价空间的正向循环

This external supervision forces manufacturers to re-plan their pricing strategies, and their pricing must cover the margin costs and the risk premium of potential quality inspection failures. In addition, the platform's quality inspection results will be displayed to consumers through "quality labels", forming a positive cycle of high quality inspection investment, high trust and high pricing space.

4.政策驱动下的行业转型（Industry transformation driven by policies）

2022年3月，国家多部门联合发布《关于进一步规范网络直播营利行为促进行业健康发展的意见》，明确将产品质量安全纳入监管核心。这一政策推动直播行业从 “流量驱动” 转向 “质量驱动”：制造商若继续以低价劣质抢占市场，可能面临行政处罚，而提升质量控制水平则能获得政策红利。

In March 2022, multiple national departments jointly issued the "Opinions on Further Regulating Online Live Streaming Profit-making Behavior and Promoting the Healthy Development of the Industry", which clearly included product quality and safety in the core of supervision. This policy promotes the live streaming industry from "traffic driven" to "quality driven": if manufacturers continue to seize the market with low prices and low quality, they may face administrative penalties, while improving quality control levels can gain policy dividends.

(二) 消费者质量敏感对制造商定价决策的影响（The impact of consumer quality sensitivity on manufacturers' pricing decisions）

1.需求升级与“质量敏感”趋势（Demand upgrade and "quality sensitivity" trend）

随着居民可支配收入增长，消费者购物逻辑发生根本转变：在食品、家电等品类中，“质量安全” 超越 “价格低廉” 成为决策首要因素。调研显示，68% 的消费者愿意为 “可感知的质量提升” 支付溢价，而直播场景下的实时互动进一步放大了这种质量敏感——消费者可通过弹幕、评论即时获取其他买家的质量反馈，形成“质量口碑快速传播”的效应。

Rising disposable incomes have revolutionized consumer buying habits. For goods like food and appliances, quality and safety now trump low price as the top priority. Research shows 68% of consumers will pay more for noticeably better quality. Live-streaming's real-time interaction intensifies this focus: buyers get instant quality feedback via comments and chat, creating rapid word-of-mouth.

2.质量敏感系数与定价模型重构（Quality sensitivity coefficient and pricing model reconstruction）

消费者对质量的敏感程度直接影响制造商的定价弹性：当敏感系数较高时，制造商可通过 “质量差异化” 拉开价格梯度。反之，若忽视质量敏感而盲目低价，可能陷入 “低质低价” 的恶性循环。

How sensitive consumers are to quality directly impacts how much pricing flexibility manufacturers have. High consumer sensitivity allows manufacturers to charge more for higher-quality products. Ignoring this and cutting prices blindly can lead to a downward spiral of poor quality and low prices.

3.供应链终端的质量倒逼机制（Quality-driven mechanism at the end of the supply chain）

消费者作为供应链终端，正通过 “用脚投票” 倒逼上游质量升级：在直播评论区实时反馈 “面料起球”“功能虚标” 等质量问题，影响潜在买家决策；通过平台投诉触发 “假一赔十” 等规则，迫使制造商承担高额赔付；在小红书、抖音等社交平台发布质量测评，形成 “质量差评和流量流失” 的连锁反应。这种倒逼机制要求制造商在定价时嵌入 “质量风险成本”。

Consumers, as the end of the supply chain, are driving upstream quality improvements by 'voting with their feet. They're doing this by: leaving real-time feedback on issues like pilling and misleading product descriptions in live streams, influencing potential buyers; filing platform complaints to trigger penalties like tenfold compensation for counterfeit goods, forcing manufacturers to pay; and posting quality reviews on social media, creating a domino effect of negative reviews and lost sales. This pressure forces manufacturers to factor in 'quality risk costs' when setting prices.

4.质量与价格平衡的行业实践（Industry practice of balancing quality and price）

2021 年全国电子商务交易额达42.3万亿元，其中直播电商占比超20%，数据表明：高质量产品在直播场景中具备更强的溢价能力。当制造商将质量控制成本合理融入定价，如通过 “质检报告可视化”“终身质保承诺” 增强说服力，消费者愿意为质量支付溢价，从而形成 “高投入、高定价和高利润” 的良性循环。

China's 2021 e-commerce transactions totaled a staggering 42.3 trillion yuan, with live-stream commerce exceeding 20%. This data highlights that high-quality goods command significantly higher prices in live-stream sales. By factoring reasonable quality control costs into their pricing, for example, showcasing quality inspection reports and offering lifetime warranties, manufacturers can convince consumers to pay more for superior products, creating a positive feedback loop of higher investment, pricing, and profits.

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,
and let us meet tomorrow.
I wish you a nice day!

翻译：谷歌翻译

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.

本文由LearningYard新学苑整理发出，如有侵权请在后台留言沟通！

文字：qin
排版：qin
审核|hzy

来源：LearningYard学苑