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“覃学苦练（51）：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》结论与政策建议”
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Today, the editor brings you an article.
“Qin Xueku Lian (51): Intensive reading of the journal article “A Study on the Impact of Live Streaming Model on E-commerce Supply Chain Pricing and Quality Decision-making” Conclusions and Policy Recommendations”
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一、思维导图（Mind mapping）

本期推文将从精读内容和相关知识补充来对该论文研的究对象、关键词定义进行精读分享。

This issue of tweets will share the research object and keyword definitions of the paper from the perspective of intensive reading content and related knowledge supplement.

二、精读内容（Intensive reading content）

（1）研究对象（Study subjects）

直播电商供应链是以实时互动销售为核心，通过主播流量转化、平台技术赋能、制造商柔性响应构建的短链路高效体系。其本质是“人（主播）-货（产品）-场（直播间）”的动态协同，核心目标是在消费者质量敏感度与成本约束下，实现供应链整体利润最大化（如论文模型结论）。随着监管趋严（如质检制度化）和消费升级，优化质量与成本平衡将成为竞争关键。

The live broadcast e-commerce supply chain is a short-link efficient system with real-time interactive sales as the core, which is built through the conversion of anchor traffic, platform technology empowerment, and flexible response of manufacturers. Its essence is the dynamic coordination of "people (anchors)-goods (products)-fields (live broadcast rooms)", and the core goal is to maximize the overall profit of the supply chain under the constraints of consumer quality sensitivity and cost (as shown in the conclusion of the paper model). With stricter supervision (such as institutionalization of quality inspection) and consumption upgrading, optimizing the balance between quality and cost will become the key to competition.

店铺自播是指品牌方或商家（而非外部达人）利用其自身在电商平台（开设的官方店铺内置的直播功能，由自己的员工、团队或签约的专业主播（代表品牌自身）进行直播的一种在线营销与销售模式

Store self-broadcasting refers to an online marketing and sales model in which brands or merchants (rather than external influencers) use the built-in live broadcast function of their official stores on e-commerce platforms (opened by their own employees, teams or contracted professional anchors (representing the brand itself) to conduct live broadcasts.

委托主播带货是品牌通过付费购买外部主播的流量和信用背书，实现短期销售增长的商业化合作。其核心价值在于快速破圈，但需承担高成本与不确定性风险。品牌通常将其作为营销组合拳的一部分，与店铺自播（长效运营）配合使用，兼顾爆发力与可持续性。

Entrusting anchors to promote products is a commercial cooperation in which brands pay for the traffic and credit endorsement of external anchors to achieve short-term sales growth. Its core value lies in breaking the circle quickly, but it has to bear high costs and uncertain risks. Brands usually use it as part of a marketing combination punch, and use it in conjunction with store self-promotion (long-term operation), taking into account both explosiveness and sustainability.

（2） 关键词（Policy recommendations analysis）

1.供应链管理（Supply chain management）

供应链管理是指对企业产品从原材料采购到最终交付给消费者的整个流程进行计划、协调、控制和优化的系统性管理活动。它不仅仅关注单个环节，而是将供应商、制造商、仓库、物流服务商和零售商等所有参与者视为一个相互关联的网络（即“供应链”），目标是让整个链条高效协同运作，以最低的成本、最快的速度、最优的质量满足客户需求。

Supply chain management refers to the systematic management activities of planning, coordinating, controlling and optimizing the entire process of an enterprise's products from raw material procurement to final delivery to consumers. It does not only focus on a single link, but also regards all participants such as suppliers, manufacturers, warehouses, logistics service providers and retailers as an interconnected network (i.e. "supply chain"), with the goal of making the entire chain work efficiently and collaboratively to meet customer needs at the lowest cost, fastest speed and best quality.

2.质量控制（Quality control）

质量控制是为确保产品或服务符合既定质量标准和客户要求而实施的一系列技术性活动和操作流程。它是质量管理体系中的核心环节，专注于“检测”和“纠正”，通过监控生产或服务过程、检验产品/服务结果，识别并剔除不符合标准的部分，防止缺陷品流入下一环节或到达客户手中。

Quality control is a series of technical activities and operational processes implemented to ensure that products or services meet established quality standards and customer requirements. It is the core link in the quality management system, focusing on "detection" and "correction". By monitoring the production or service process and inspecting the product/service results, it identifies and removes parts that do not meet the standards to prevent defective products from flowing into the next link or reaching the hands of customers.

3.消费者敏感（Consumer sensitivity）

消费者敏感是一个多维度概念，指消费者对特定因素（如价格、质量、品牌行为、社会议题等）的反应程度和关注强度。当消费者对某个因素高度敏感时，该因素的微小变化或相关信息就很可能显著影响他们的感知、态度、购买决策和忠诚度。

Consumer sensitivity is a multidimensional concept that refers to the degree of consumer response and attention to specific factors (such as price, quality, brand behavior, social issues, etc.). When consumers are highly sensitive to a factor, a small change in the factor or related information is likely to significantly affect their perception, attitude, purchase decision and loyalty.

理解消费者敏感度对企业至关重要，因为它直接关系到市场策略、品牌声誉、定价、产品开发和风险管理。

Understanding consumer sensitivity is crucial for companies because it is directly related to market strategy, brand reputation, pricing, product development and risk management.

4.直播定价（Live commerce pricing）

直播定价是指企业在直播间销售商品或服务时，所采用的一套动态、互动性强的定价策略和方法。它充分利用了直播的实时性、社交性和娱乐性，通过主播的演示、话术、限时优惠和观众互动，在短时间内激发购买冲动，实现高效转化。与传统电商固定定价不同，直播定价更灵活、更具表演性，核心目标是最大化销售额、清库存、推新品或增强粉丝粘性。

Livestream pricing refers to a set of dynamic and interactive pricing strategies and methods used by companies when selling goods or services in livestreaming rooms. It fully utilizes the real-time, social, and entertaining nature of livestreaming, and through the host's demonstration, rhetoric, limited-time discounts, and audience interaction, it stimulates the impulse to buy in a short period of time and achieves efficient conversion. Unlike traditional e-commerce fixed pricing, livestream pricing is more flexible and performative, with the core goal of maximizing sales, clearing inventory, promoting new products, or enhancing fan stickiness.

三、知识补充（Knowledge supplement）

直播电商供应链是传统电商与直播场景深度融合的新型供应链模式，其核心特点体现在主体结构多元化、决策动态化、质量信任前置化、流量驱动显著化等方面。

The live streaming e-commerce supply chain is a new supply chain model that deeply integrates traditional e-commerce and live streaming scenarios. Its core characteristics are reflected in the diversification of the subject structure, dynamic decision-making, pre-positioned quality trust, and significant traffic drive.

1.主体结构多元化（Diversification of main structure）

直播电商供应链在传统供应链的制造商、平台、消费者的基础上，新增主播作为独立决策主体，形成四方交互关系（制造商、主播、平台、消费者），且不同直播模式下主体组合与利益分配差异显著。

Based on the manufacturers, platforms, and consumers in the traditional supply chain, the live streaming e-commerce supply chain adds anchors as independent decision-making entities, forming a four-party interactive relationship (manufacturers, anchors, platforms, and consumers). The entity composition and benefit distribution vary significantly under different live streaming models.

2.决策动态化（Dynamic decision making）

直播电商供应链的决策需基于实时数据动态调整，且关键变量（如质量成本、流量规模）存在阈值效应，微小变化可能引发决策逻辑的根本转变。

Decisions in the live e-commerce supply chain need to be dynamically adjusted based on real-time data, and key variables (such as quality costs and traffic scale) have threshold effects. Small changes may trigger a fundamental change in the decision-making logic.

3.质量信任前置化（Quality trust is put in place）

消费者对产品质量的信任构建从交易后（如收货评价）提前至直播前/直播中，供应链需在直播前完成质量控制与质检，并通过直播场景实时传递质量信号。

Consumers' trust in product quality is built from after the transaction (such as evaluation upon receipt) to before and during the live broadcast. The supply chain must complete quality control and inspection before the live broadcast and transmit high-quality signals in real-time through the live broadcast scene.

4.流量驱动显著化（Traffic-driven visibility）

直播电商供应链的需求增长高度依赖主播流量与场景化营销，流量规模（如观看人数）与流量质量（如粉丝粘性）直接决定销售天花板，呈现“流量-销量-利润”的强正相关关系。

The demand growth in the live e-commerce supply chain is highly dependent on anchor traffic and scenario-based marketing. The scale of traffic (such as the number of viewers) and the quality of traffic (such as fan stickiness) directly determine the sales ceiling, showing a strong positive correlation between "traffic-sales-profit".

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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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