| 直播竞争下平台推销模式选择与最优策略 |
| Promotion mode selection and optimal strategies for platforms under live-streaming competition |
| 摘要点击 83 全文点击 0 投稿时间：2025-01-17 修订日期：2025-11-22 |
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| 中文关键词 直播营销；推销服务；模式选择；直播平台；竞争策略 |
| 英文关键词 live streaming marketing; promotion services; mode selection; live streaming platform; competitive strategy |
| 基金项目 国家自然科学基金 |
| 投稿方向 供应链管理 |
| 作者 | 单位 | 邮编 | | 于静 | 天津理工大学 | 300383 | | 周驰* | 天津理工大学 | 300383 |
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| 中文摘要 |
| 数字经济的迅速发展促进了网络直播在平台营销中的广泛应用，越来越多的品牌商委托直播平台或传统电商平台为其推销商品。本文在分析两个平台但无直播竞争条件下的销售模式选择与推销策略的问题之后，本文构建直播平台在直播竞争下独家推销模式和非独家推销模式的博弈模型，分析和求解直播竞争下平台的最优推销水平和商品最优售价。进而探究在推销成本系数、直播平台佣金率、推销费用等因素的影响下，直播平台的最优销售模式选择与推销策略。研究发现：直播平台的模式选择受到多种因素的影响，直播平台在推销成本系数较小、直播平台佣金率较小或推销费用较大时应当选择非独家推销模式，否则应当选择独家推销模式。直播平台和电商平台的品牌商可以在多种条件下实现非独家推销模式的合作双赢。改变供应链成员的决策顺序不会改变模型的结论，但若考虑直播平台在非独家推销模式下提供两种不同的商品推销水平，则二者均随直播平台佣金率的增加而降低。 |
| 英文摘要 |
| The choice of live-streaming promotion modes has become a critical research issue. This paper develops a game-theoretic model to determine the optimal promotion levels and retail pricing under both exclusive and nonexclusive promotion modes. The study indicates that under exclusive promotion mode, a decrease in promotion cost coefficient leads to an increase in both the platform's promotion level and brand's retail price, thereby benefiting both the platforms and brands. Counterintuitively, under nonexclusive promotion mode, a reduction in the promotion cost coefficient actually leads to a decline in the promotion level on live streaming platform. When the promotion cost coefficient decreases to a certain threshold value, the live-streaming platform's promotion level under exclusive mode is higher than that under nonexclusive mode. Although win-win cooperation between live-streaming platform and brand on traditional platform can be achieved under specific conditions with non-exclusive promotion mode, it is generally advantageous for live-streaming platform to adopt exclusive promotion mode. |
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