| 直播背景下考虑零售商公平关切的双渠道供应链定价策略 |
| Pricing strategies in a dual-channel supply chain with retailer fairness concerns in live streaming |
| 摘要点击 11 全文点击 0 投稿时间：2026-03-17 修订日期：2026-08-31 |
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| 中文关键词 直播电商；公平关切；双渠道供应链；定价策略 |
| 英文关键词 live-streaming e-commerce; fairness concerns; dual-channel supply chain; pricing strategy |
| 基金项目 国家自然科学基金项目（面上项目，重点项目，重大项目） |
| 投稿方向 供应链管理 |
| 作者 | 单位 | 邮编 | | 段永瑞 | 同济大学 | 200092 | | 储南海 | 同济大学 | | | 冯艺璇* | 上海对外经贸大学 | 201620 |
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| 中文摘要 |
| 针对关键意见领袖(KOL)直播渠道与传统线上零售渠道并存的双渠道供应链, 本文构建考虑零售商纵向和横向公平关切的价格竞争博弈模型, 分析两类公平关切对定价决策和利润分配的影响. 研究表明: 纵向公平关切会强化零售商提价动机, 提高直播价格和KOL利润, 但降低制造商利润; 横向公平关切会诱发零售商降价竞争, 压缩零售商和KOL利润, 却会提高制造商利润. 两类公平关切同时存在时, 对价格和利润的影响并非简单叠加, 而表现出非线性交互效应. KOL流量效应总体上有利于KOL和制造商, 但零售商能否受益取决于佣金率和流量溢出效应强弱. 研究结论可为直播电商双渠道供应链中的定价决策和渠道管理提供参考. |
| 英文摘要 |
| This study examined a dual-channel supply chain with a key opinion leader (KOL) live-streaming channel and a traditional online retail channel. A price competition model was developed to analyze how the retailer''s vertical and horizontal fairness concerns affect pricing and profit allocation. Results show that vertical fairness concern strengthens the retailer''s incentive to raise prices, increases the live-streaming price and KOL profit, and reduces manufacturer profit. Horizontal fairness concern induces price cutting, reduces retailer and KOL profits, and increases manufacturer profit. When both concerns coexist, their effects on prices and profits interact nonlinearly. The KOL traffic effect generally benefits the KOL and manufacturer, while its effect on the retailer depends on the commission rate and traffic spillover intensity. These findings inform pricing and channel management in live-streaming dual-channel supply chains. |
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