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（26）：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》引言”欢迎您的访问。Share interest,spread happ

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（26）：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》引言”
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 Xue's Hard Practice (26): Intensive Reading of the Journal Paper "Pricing and Selection Strategy of Mixed Channels in E-commerce Supply Chain in the Context of Live Broadcast"
Welcome your visit.

一、思维导图（Mind mapping）

根据上次摘要的精读分享，今天小编将通过文章的研究背景、研究内容、相关综述、研究目的，来精读期刊论文《直播背景下电商供应链混合渠道定价与选择策略》的引言部分。

According to the intensive reading and sharing of the last abstract, today the editor will read the introduction part of the journal paper "Pricing and Selection Strategy of Mixed Channels in E-commerce Supply Chain in the Context of Live Broadcast" through the research background, research content, relevant review, and research purpose of the article.

二、精读内容（Intensive readingcontent）

1.直播带货的发展与特性：直播带货蓬勃发展，成为品牌销量增长关键，其具备互动、真实、娱乐、可视等特性，对消费者购买产生积极影响，网红直播还存在溢出效应。

2.品牌直播渠道选择的困境：品牌引入直播有自建直播间和与网红合作两种方式，各有优劣，商家在选择时面临难题。

3.渠道选择研究的现状与不足：渠道选择是学术研究热点，但此前研究较少关注直播渠道独特性，因此本文研究具有填补空白的意义。

1.The development and characteristics of live streaming: The vigorous development of live streaming has become the key to the growth of brand sales, and it has the characteristics of interactivity, authenticity, entertainment, and visualization, which has a positive impact on consumer purchases, and there is also a spillover effect on online celebrity live streaming.

2.The dilemma of brand live broadcast channel selection: There are two ways for brands to introduce live broadcast by self-built live broadcast rooms and cooperation with Internet celebrities, each with its own advantages and disadvantages, and merchants face difficulties when choosing.

3.Current status and shortcomings of channel selection research: Channel selection is a hot topic in academic research, but previous studies have paid little attention to the uniqueness of live broadcast channels, so this research has the significance of filling the gap.

（二）研究内容（Research content.）

1.直播带货供应链模型构建：构建三种直播带货供应链模型（自播、网红、混合模式），明确各模式的渠道构成与决策变量。

2.各模式主体定价利润剖析：分析不同模式下网络零售商、品牌方和网红直播间的定价及利润，探讨相关参数对其的影响。

3.算例对比与关键参数研究：通过算例分析，对比三种模式下的渠道选择与均衡定价，研究混合模式中关键参数对定价和利润的作用。

1.Building Live-streaming E-commerce Supply Chain Models: Constructing three types of live-streaming e-commerce supply chain models (self-broadcasting, influencer, hybrid), clarifying the channel composition and decision variables for each model.

2.Pricing and Profit Analysis for Each Model: Analyzing the pricing and profits of online retailers, brands, and influencer live-streaming rooms under different models, exploring the impact of relevant parameters.

3.Comparative Analysis and Key Parameter Study: Through case studies, comparing channel selection and equilibrium pricing across the three models, studying the role of key parameters in pricing and profits in the hybrid model.

（三）研究目的（Research purpose）

助力品牌方在拓展直播渠道时做出最优模式选择；剖析不同模式下均衡定价和利润的影响因素；明确品牌方在最优模式下商家自播和网红直播的合理比例分配。

Assist brand partners in making optimal mode choices when expanding live broadcasting channels; analyze the factors affecting balanced pricing and profits under different modes; clarify the reasonable allocation of self-broadcasting by merchants and influencer live broadcasting under the optimal mode.

（四）相关综述（Overview of relevance.）

1.渠道模式选择研究：渠道选择研究涵盖消费者偏好、定价决策等，但未深入分析直播渠道特性。

2.直播电商供应链研究：直播电商供应链研究涉及定价、契约、合作模式等方面，但多未考虑制造商在直播渠道选择上的难题。

1. Research on channel mode selection: Channel selection research covers consumer preferences, pricing decisions, etc., but has not thoroughly analyzed the characteristics of live broadcast channels.

2. Research on live e-commerce supply chain: Research on live e-commerce supply chains involves aspects such as pricing, contracts, and cooperation models, but often does not consider the challenges faced by manufacturers in choosing live broadcast channels.

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 youhave a unique idea about the article,
please leave us a message,
Let us meet tomorrow.
I wish you a happy day today!

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.

本文由LearningYard新学苑整理发出，如有侵权请在后台留言沟通！

来源：LearningYard学苑