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“覃学苦练（30）：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3种模式下的渠道比较分析”
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Dear, this is LearningYard Academy.
Today, the editor brings you an article.
"Qin Xueku Lian (30): Intensive reading of the journal article "Comparative analysis of three models of hybrid channel pricing and selection strategies for e-commerce supply chains under the background of live streaming"
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一、思维导图（Mindmapping）
在根据之前精读的对3种模型最优解函数的计算的基础上，今天小编将进行数值仿真，探讨品牌方新进入直播市场的渠道选择策略、3种模式下的均衡定价 比较。对本文章第四部分算例分析中的3种模式下的渠道比较分析进行精读分析。
Based on the calculation of the optimal solution functions of the three models, today, we will conduct a numerical simulation to explore the channel selection strategy of new brands entering the live broadcast market and the equilibrium pricing comparison under the three models. In the fourth part of this article, we will conduct a close analysis of the channel comparison analysis under the three models.
二、精读内容（Intensive reading content）
（一）品牌方直播渠道选择（Brand live streaming channel selection）
综合三种模式均衡利润函数，α=0.8，s=0.1，γ=0.1，β=0.3，μ∈(0,0.5)时，混合模式利润最高，品牌方应优先考虑同时建立自播和网红直播渠道；若无法兼顾，可先自建商家自播间。根据上图所示，图中有三条曲线，分别代表三种模式下品牌方的利润：红色曲线代表自播模式、绿色曲线代表网红模式、蓝色曲线代表混合模式。
The equilibrium profit function of the three modes is integrated. Whenα=0.8, s=0.1,γ=0.1,β=0.3, andμ∈(0,0.5), the mixed mode has the highest profit. Brands should prioritize establishing both self-broadcasting and live-streaming channels for influencers. They can first build their live-streaming rooms if both cannot be considered. As shown in the figure above, there are three curves in the figure, representing the profits of brands under the three modes: the red curve represents the self-broadcasting mode, the green curve represents the influencer mode, and the blue curve represents the mixed mode.
从图中可以得出以下结论：
The following conclusions can be drawn from the figure:
1.利润比较（Profit comparison）
在所有交叉价格弹性系数μ的取值范围内，混合模式下的品牌方利润最高，其次是网红模式，自播模式的利润最低。随着交叉价格弹性系数μ的增加，三种模式下的品牌方利润都有所增加，但混合模式的利润增长最为显著。
Within the range of all cross-price elasticity coefficients μ, the brand profit in the hybrid mode is the highest, followed by the Internet celebrity mode, and the self-broadcast mode has the lowest profit. With the increase of the cross-price elasticity coefficient μ, the brand profit in the three modes has increased, but the profit growth in the hybrid mode is the most significant.
2.渠道选择策略（Channel selection strategy）
当品牌方仅开通单一直播渠道时，三种模式下的品牌方利润较为接近，但含有网红直播渠道的模式（网红模式和混合模式）下的品牌方利润更高。当品牌方考虑进入直播市场时，若不考虑渠道成本，同时建立自播和网红直播渠道（混合模式）是最优选择，因为这样可以让渠道之间充分互动，实现最大利润。如果品牌方不能同时负担建设两个直播渠道，则可以考虑优先自建商家自播间，因为单独选择任一直播渠道时，品牌方利润差距很小，但自建直播间有助于积累品牌自有粉丝，虽然周期较长。
When the brand only opens a single live broadcast channel, the brand profit in the three modes is relatively close, but the brand profit in the mode with the Internet celebrity live broadcast channel (Internet celebrity mode and hybrid mode) is higher. When the brand considers entering the live broadcast market, if the channel cost is not considered, it is the best choice to establish both the self-broadcast and Internet celebrity live broadcast channels (hybrid mode), because this allows the channels to interact and achieve maximum profit fully. If the brand cannot afford to build two live broadcast channels at the same time, it can consider building a merchant self-broadcast room first, because when choosing any live broadcast channel alone, the brand profit gap is very small, but building a self-broadcast room helps accumulate the brand's fans, although the cycle is longer.
总的来说，图2强调了在不同直播模式下，品牌方的利润受交叉价格弹性系数的影响，并且指出了在考虑进入直播市场时，品牌方应如何选择直播渠道以实现利润最大化。
In general, Figure 2 highlights how the cross-price elasticity coefficient affects brand profits under different live-streaming models and points out how brands should choose live-streaming channels to maximize profits when considering entering the live-streaming market.
（二）均衡解比较（Comparison of Equilibrium Solutions）
α=0.8，s=0.1，γ=0.1，β=0.3，μ∈(0,0.5)时，批发价和网络零售价混合模式最高，网红模式次之，自播模式最低；商家自播定价混合模式高于自播模式；网红直播定价在交叉价格弹性系数较小时，混合模式更低，反之网红模式更低。
When α=0.8, s=0.1, γ=0.1, β=0.3, μ∈(0,0.5), the mixed mode of the wholesale price and online retail price is the highest, followed by the internet celebrity mode, and the self-broadcasting mode is the lowest; the mixed mode of merchant self-broadcasting pricing is higher than the self-broadcasting mode; when the cross-price elasticity coefficient of internet celebrity live broadcast pricing is small, the mixed mode is lower, otherwise the internet celebrity mode is lower.
根据上图可知图3是关于不同模式下批发价、网络零售价的比较。红色曲线（w1）代表自播模式下的批发价、绿色曲线（w2）代表网红模式下的批发价、蓝色曲线（w3）代表混合模式下的批发价。随着交叉价格弹性系数μ的增加，所有模式下的批发价都有所增加。混合模式下的批发价始终最高，网红模式次之，自播模式最低。图3(b)不同模式下网络零售价的比较，红色曲线（pr1）代表自播模式下的网络零售价、绿色曲线（pr2）代表网红模式下的网络零售价、蓝色曲线（pr3）代表混合模式下的网络零售价、随着交叉价格弹性系数μ的增加，所有模式下的网络零售价都有所增加。混合模式下的网络零售价始终最高，网红模式次之，自播模式最低。
According to the above figure, Figure 3 is a comparison of wholesale prices and online retail prices under different modes. The red curve (w1) represents the wholesale price under the self-broadcasting mode, the green curve (w2) represents the wholesale price under the Internet celebrity mode, and the blue curve (w3) represents the wholesale price under the mixed mode. With the increase of the cross-price elasticity coefficient μ, the wholesale prices in all modes have increased. The wholesale price in the mixed mode is always the highest, followed by the Internet celebrity mode, and the lowest in the self-broadcasting mode. Figure 3 (b) Comparison of online retail prices under different modes, the red curve (pr1) represents the online retail price under the self-broadcasting mode, the green curve (pr2) represents the online retail price under the Internet celebrity mode, and the blue curve (pr3) represents the online retail price under the mixed mode. With the increase of the cross-price elasticity coefficient μ, the online retail prices in all modes have increased. The online retail price in the mixed mode is always the highest, followed by the Internet celebrity mode, and the lowest in the self-broadcasting mode.
根据上图可知图四是关于不同模式下商家自播定价、网红直播定价的比较。图4(a)不同模式下商家自播定价的比较，红色曲线（pm1）代表自播模式下的商家自播定价、蓝色曲线（pm3）代表混合模式下的商家自播定价。随着交叉价格弹性系数μ的增加，两种模式下的商家自播定价都有所增加。混合模式下的商家自播定价始终高于自播模式。图4(b)不同模式下网红直播定价的比较，绿色曲线（pd2）代表网红模式下的网红直播定价、蓝色曲线（pd3）代表混合模式下的网红直播定价。随着交叉价格弹性系数μ的增加，两种模式下的网红直播定价都有所增加。当交叉价格弹性系数较小时，混合模式下的网红直播定价更低；当交叉价格弹性系数较大时，网红模式下的网红直播定价更低。
According to the above figure, Figure 4 is a comparison of the pricing of self-broadcasting by merchants and the pricing of live broadcasting by internet celebrities under different modes. Figure 4 (a) Comparison of the pricing of self-broadcasting by merchants under different modes, the red curve (pm1) represents the pricing of self-broadcasting by merchants under the self-broadcasting mode, and the blue curve (pm3) represents the pricing of self-broadcasting by merchants under the mixed mode. With the increase of the cross-price elasticity coefficient μ, the pricing of self-broadcasting by merchants in both modes has increased. The pricing of self-broadcasting by merchants in the mixed mode is always higher than that in the self-broadcasting mode. Figure 4 (b) Comparison of the pricing of live broadcasting by internet celebrities under different modes, the green curve (pd2) represents the pricing of live broadcasting by internet celebrities under the internet celebrity mode, and the blue curve (pd3) represents the pricing of live broadcasting by internet celebrities under the mixed mode. With the increase of the cross-price elasticity coefficient μ, the pricing of live broadcasting by internet celebrities under both modes has increased. When the cross-price elasticity coefficient is small, the pricing of live broadcasting by internet celebrities under the mixed mode is lower; when the cross-price elasticity coefficient is large, the pricing of live broadcasting by internet celebrities under the internet celebrity mode is lower.
结合两幅图总结：
1.批发价和网络零售价：在所有交叉价格弹性系数μ的取值范围内，混合模式下的批发价和网络零售价最高，网红模式次之，自播模式最低。
2.商家自播定价：混合模式下的商家自播定价始终高于自播模式。
3.网红直播定价：当交叉价格弹性系数较小时，混合模式下的网红直播定价更低；当交叉价格弹性系数较大时，网红模式下的网红直播定价更低。
Combined with the two figures, we can summarize:
1. Wholesale price and online retail price: In the range of all cross-price elasticity coefficients μ, the wholesale price and online retail price in the mixed mode are the highest, followed by the Internet celebrity mode, and the lowest in the self-broadcasting mode.
2. Merchant self-broadcasting pricing: Merchant self-broadcasting pricing in the mixed mode is always higher than that in the self-broadcasting mode.
3. Internet celebrity live broadcast pricing: When the cross-price elasticity coefficient is small, the Internet celebrity live broadcast pricing in the mixed mode is lower; when the cross-price elasticity coefficient is large, the Internet celebrity live broadcast pricing in the Internet celebrity mode is lower.
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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.
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