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“覃学苦练（31）：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》混合模式下相关参数分析”
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Dear, this is LearningYard Academy.
Today, the editor brings you an article.
"Qin Xueku Lian (31): Intensive reading of the journal article "Pricing and selection strategies for hybrid channels in e-commerce supply chains under the background of live streaming" Analysis of relevant parameters under the hybrid model"
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一、思维导图（Mind mapping）
之前对三种模式进行了分析比较，今天，小编将深入探究网红直播渠道份额、导流系数及佣金比例这些关键参数对市场的影响，给大家带来论文《直播背景下电商供应链混合渠道定价与选择策略》混合模式下相关参数分析部分的精读分享。
Previously, we have analyzed and compared the three models. Today, we will delve into the impact of key parameters such as the share of online celebrity live broadcast channels, diversion coefficient, and commission ratio on the market, and bring you a detailed reading and sharing of the relevant parameter analysis part of the hybrid model in the paper "Hybrid Channel Pricing and Selection Strategy of E-commerce supply Chain under the Background of Live Broadcasting".
二、精读内容（Intensive reading content）
（一）网红直播渠道份额（Live streaming channel share of influencers）
1.定价动态（Pricing dynamics）
根据上图所示，其展示了网红直播渠道份额对网络零售定价、商家自播定价和网红直播定价的影响。
As shown in the above figure, shows the impact of internet celebrity live-streaming channel share on online retail pricing, merchant self-broadcasting pricing, and internet celebrity live-streaming pricing.
总体来看，随着网红直播渠道份额的增加，商家自播定价在两种情况下（s=0.1和s=0.6）均呈现下降趋势；网络零售定价在s=0.1时基本稳定，在s=0.6时缓慢下降；网红直播定价在s=0.1时上升，在s=0.6时下降。这表明网红直播渠道份额对不同渠道的定价有着不同的影响，品牌方在制定价格策略时需要考虑网红直播渠道份额以及相关参数（如s）的变化。
In general, as the share of live streaming by influencers increases, the pricing of self-streaming by merchants shows a downward trend in both cases (s=0.1 and s=0.6); online retail pricing is stable when s=0.1 and slowly decreases when s=0.6; the pricing of live streaming by influencers increases when s=0.1 and decreases when s=0.6. This shows that the share of live streaming by influencers has different effects on the pricing of other channels, and brands need to consider the changes in the share of live streaming by influencers and related parameters (such as s) when formulating pricing strategies.
2.利润博弈（Profit game）
上图通过三个子图展示了网红直播渠道份额对网络零售商利润、网红利润、品牌方利润以及供应链总利润的影响。
The above figure shows the impact of the live streaming channel share of influencers on the profits of online retailers, influencers, brands, and the total profits of the supply chain through three sub-figures.
总体而言，随着网红直播渠道份额的增加，网络零售商利润在图(a)中基本稳定，在图(b)中缓慢上升；网红利润逐渐上升；品牌方利润逐渐下降；供应链总利润在图(a)和图(c)中先下降后上升。这表明网红直播渠道份额的变化对各参与方的利润有着不同的影响，品牌方在考虑拓展网红直播渠道时，需要综合权衡各方面的利润变化，以制定最优的渠道策略，实现供应链整体利润的最大化。同时，也需要关注网红利润的变化，以确保与网红的合作能够持续且有效。
In general, as the share of live streaming channels by influencers increases, the profits of online retailers are basically stable in Figure (a) and slowly rise in Figure (b); the earnings of influencers gradually rise; the profits of brands gradually fall; and the total earnings of the supply chain first fall and then rise in Figures (a) and (c). This shows that changes in the share of live-streaming channels by influencers have different impacts on the profits of each participant. When considering expanding live streaming channels by influencers, brands need to comprehensively weigh the changes in earnings in various aspects to formulate the best channel strategy and maximize the overall profits of the supply chain. At the same time, it is also necessary to pay attention to changes in the earnings of influencers to ensure that cooperation with influencers can be sustainable and effective.
（二）网红直播间导流系数（Traffic diversion coefficient of live streaming room of internet celebrities）
1.定价传导（Pricing transmission）
上图展示了网红直播间导流系数（γ）对网络零售定价、商家自播定价和网红直播定价的影响。
The above figure shows the impact of the traffic diversion coefficient (γ) of the live broadcast room of internet celebrities on online retail pricing, merchant self-broadcast pricing, and internet celebrity live broadcast pricing.
综上，该图表明网红直播间导流系数对各渠道定价均有正向影响，即导流系数越高，各渠道的定价也越高。这可能是因为随着导流系数的增加，网红直播间的影响力和流量增大，品牌方或商家可能会认为产品的市场需求和价值提升，从而提高各渠道的定价。对于品牌方和商家来说，在制定定价策略时，需要考虑网红直播间导流系数这一因素，合理调整各渠道的价格，以实现利润最大化和市场竞争力的平衡。同时，也需要关注不同渠道定价之间的差异，避免因价格差异过大而影响消费者的购买决策和品牌形象。
In summary, the figure shows that the traffic diversion coefficient of the live broadcast room of the Internet celebrity has a positive impact on the pricing of each channel, that is, the higher the traffic diversion coefficient, the higher the pricing of each channel. This may be because as the traffic diversion coefficient increases, the influence and traffic of the live broadcast room of the Internet celebrity increases, and the brand or merchant may believe that the market demand and value of the product have increased, thereby increasing the pricing of each channel. For brands and merchants, when formulating pricing strategies, it is necessary to consider the factor of the traffic diversion coefficient of the live broadcast room of the Internet celebrity, and reasonably adjust the prices of each channel to achieve a balance between profit maximization and market competitiveness. At the same time, it is also necessary to pay attention to the differences in pricing between different channels to avoid affecting consumers' purchasing decisions and brand image due to excessive price differences.
2.利润联动（Profit linkage）
上图展示了随着网红直播间导流系数（γ）的变化，网络零售商利润、品牌方利润、网红利润以及供应链总利润的变化趋势。
The above figure shows the changing trends of online retailers' profits, brand profits, internet retailers' profits, and total supply chain profits as the traffic diversion coefficient (γ) of the internet celebrity live broadcast room changes.
综上所述该图表明网红直播间导流系数对各参与方的利润均有积极影响，尤其是对品牌方和供应链总利润的提升效果显著。这意味着在网红直播电商模式中，导流系数是一个重要的因素，品牌方可以通过提高网红直播间的导流能力来增加自身利润和供应链总利润。同时，虽然网络零售商和网红的利润也会随着导流系数增加而上升，但相对品牌方来说，增长幅度较小。因此，品牌方在选择合作网红时，应重视网红的导流能力，以实现多方共赢，提升整体经济效益。
In summary, the figure shows that the traffic diversion coefficient of the live broadcast room of the influencer has a positive impact on the profits of all participants, especially the significant effect on the improvement of the total profit of the brand and the supply chain. This means that in the live broadcast e-commerce model of influencers, the traffic diversion coefficient is an important factor, and the brand can increase its profits and the total profit of the supply chain by improving the traffic diversion capacity of the live broadcast room of the influencer. At the same time, although the profits of online retailers and influencers will also increase with the increase of the traffic diversion coefficient, the growth rate is relatively small compared to that of the brand. Therefore, when choosing a cooperative influencer, the brand should pay attention to the traffic diversion capacity of the influencer to achieve a win-win situation for all parties and improve the overall economic benefits.
（三）佣金比例（Commission rate）
1.定价起伏（Pricing ups and downs）
上图通过两个子图（a）和（b）展示了佣金比例（s）对网络零售定价、商家自播定价和网红直播定价的影响。
The above figure shows the impact of commission ratio (s) on online retail pricing, merchant self-broadcasting pricing, and internet celebrity live broadcast pricing through two sub-figures (a) and (b).
总的来说该图表明佣金比例对各渠道定价均有影响，且不同渠道定价随佣金比例的变化趋势和幅度有所不同。网络零售定价和网红直播定价随佣金比例增加而上升的幅度较大，商家自播定价上升幅度相对较小且在较低佣金比例时有一个先降后升的过程。这提示品牌方和商家在制定定价策略时，需要充分考虑佣金比例这一因素，因为它不仅会影响网红直播渠道的定价，还会对网络零售和商家自播等其他渠道的定价产生影响，从而影响整体的销售策略和利润水平。例如，较高的佣金比例可能会导致网红直播定价大幅上升，可能需要平衡价格与销量之间的关系，以实现经济效益最大化。同时，对于商家自播定价，在佣金比例较低时可能需要关注其价格变化的特殊趋势，以便做出更合理的定价决策。
In general, the figure shows that the commission ratio has an impact on the pricing of each channel, and the trends and magnitudes of the changes in the commission ratio of different channels are different. The online retail pricing and the online celebrity live broadcast pricing increase more with the increase of the commission ratio, while the increase of the merchant self-broadcast pricing is relatively small and there is a process of first falling and then rising when the commission ratio is low. This suggests that brands and merchants need to fully consider the commission ratio when formulating pricing strategies, because it will not only affect the pricing of the online celebrity live broadcast channel but also affect the pricing of other channels such as online retail and merchant self-broadcasting, thereby affecting the overall sales strategy and profit level. For example, a higher commission ratio may lead to a significant increase in online celebrity live broadcast pricing, and it may be necessary to balance the relationship between price and sales volume to maximize economic benefits. At the same time, for merchant self-broadcast pricing, when the commission ratio is low, it may be necessary to pay attention to the special trend of price changes to make more reasonable pricing decisions.
2.利润权衡（Profit trade-off）
通过三个子图（a）、（b）、（c）展示了佣金比例（s）对网络零售商利润、网红利润、品牌方利润以及供应链总利润的影响。
The three sub-figures (a), (b), and (c) show the impact of the commission ratio (s) on the profits of online retailers, influencers, brands, and the total profits of the supply chain.
总的来说该图表明佣金比例对各参与方的利润有着不同程度的影响。网络零售商利润变化相对较小且在低佣金比例时略有上升；品牌方利润和供应链总利润随着佣金比例的增加而持续下降；网红利润则在低佣金比例时先上升后下降。这提示品牌方在与网红合作时，需要谨慎选择佣金比例，因为过高的佣金比例可能会导致品牌方和供应链总利润的减少，同时也需要考虑网红利润的变化，以维持合作的稳定性和积极性。例如，在佣金比例约为0.15时，网红利润达到峰值，但品牌方和供应链总利润已经开始下降，这就需要品牌方在利润分配和合作策略上进行权衡，找到一个既能激励网红又能保证自身和供应链整体利益的平衡点。
In general, the figure shows that the commission ratio has different degrees of impact on the profits of each participant. The profit of online retailers changes relatively little and increases slightly at low commission ratios; the profit of brands and the total profit of the supply chain continue to decline as the commission ratio increases; the profit of influencers first increases and then decreases at low commission ratios. This suggests that brands need to carefully choose the commission ratio when cooperating with influencers, because too high a commission ratio may lead to a reduction in the total profit of the brand and the supply chain. At the same time, it is also necessary to consider the changes in the profit of influencers to maintain the stability and enthusiasm of cooperation. For example, when the commission ratio is about 0.15, the profit of influencers reaches its peak, but the total profit of brands and the supply chain has begun to decline. This requires brands to weigh the profit distribution and cooperation strategy to find a balance point that can both motivate influencers and ensure the overall interests of themselves and the supply chain.
上图展示了在混合模式下，佣金比例（s）和网红直播渠道份额（β）对品牌方利润的综合影响。
The above figure shows the combined impact of the commission ratio (s) and the share of the influencer live broadcast channel (β) on the brand's profits under the hybrid model.
从图中可知，纵轴代表品牌方利润，数值范围从约0.54到0.62；横轴表示网红直播渠道份额（β），范围从0到1；深度轴代表佣金比例（s），范围从0到0.5。当佣金比例（s）较低且网红直播渠道份额（β）较小时，品牌方利润相对较高，接近0.62。随着佣金比例（s）的增加，品牌方利润整体呈下降趋势。在固定佣金比例（s）的情况下，随着网红直播渠道份额（β）的增加，品牌方利润也呈现下降趋势，但下降幅度相对较小。
As can be seen from the figure, the vertical axis represents the brand's profit, with a value range from about 0.54 to 0.62; the horizontal axis represents the share of the live broadcast channel of the Internet celebrity (β), ranging from 0 to 1; the depth axis represents the commission ratio (s), ranging from 0 to 0.5. When the commission ratio (s) is low and the share of the live broadcast channel of the Internet celebrity (β) is small, the brand's profit is relatively high, close to 0.62. As the commission ratio (s) increases, the brand's profit shows an overall downward trend. Under the condition of a fixed commission ratio (s), as the share of the live broadcast channel of the Internet celebrity (β) increases, the brand's profit also shows a downward trend, but the decline is relatively small.
综上，该图表明在混合模式下，佣金比例和网红直播渠道份额对品牌方利润均有负面影响。品牌方在制定策略时，需要谨慎考虑这两个因素。较低的佣金比例和适度的网红直播渠道份额有助于维持较高的品牌方利润。例如，品牌方可以通过谈判降低佣金比例，同时合理控制网红直播渠道的规模，以实现利润最大化。此外，还需要综合考虑其他因素，如市场需求、竞争态势等，来制定全面的营销策略和渠道布局。
In summary, the figure shows that under the hybrid model, both the commission ratio and the share of the live-streaming channel of influencers hurt the brand's profits. Brands need to carefully consider these two factors when formulating strategies. A lower commission ratio and a moderate share of the live-streaming channel of influencers help maintain higher brand profits. For example, brands can negotiate to reduce the commission ratio while reasonably controlling the scale of the live-streaming channel of influencers to maximize profits. In addition, other factors, such as market demand and competitive situation, need to be considered comprehensively to formulate a comprehensive marketing strategy and channel layout.
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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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