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“覃学苦练（25）：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》摘要”
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 Work (25): Read the abstract of the journal paper "Pricing and Selection Strategy of Mixed Channels in E-commerce Supply Chain in the Context of Live Broadcasting". " Research Objects and Keyword Definitions"
Welcome your visit.
一、思维导图（Mind mapping）
今天小编将从文章的研究背景、研究方法、研究内容、研究结论和研究意义五个方面来精读期刊论文《直播背景下电商供应链混合渠道定价与选择策略》的摘要部分。
Today, the editor will read the abstract part of the journal paper "Mixed Channel Pricing and Selection Strategy of E-commerce Supply Chain in the Context of Live Broadcast" from five aspects: research background, research methodology, research content, research conclusion and research significance.
二、精读内容（Intensive reading content）
（一）研究背景（Background）
1.直播带货发展迅猛（Live streaming is developing rapidly）
互联网发展及多种因素促使直播带货井喷式增长，电商直播用户规模和交易额增长显著，成为推动品牌销量增长的重要力量。
The development of the Internet and various factors have contributed to the explosive growth of live streaming, and the scale of e-commerce live streaming users and transaction volume have increased significantly, which has become an important force to promote the growth of brand sales.
2.直播营销特点鲜（Live streaming marketing has distinct characteristics）
其互动性、真实性、娱乐性和可视性有别于传统营销，能增加产品需求，但网红直播存在如消费者回购率低、坑位费和佣金高等问题。
Its interactivity, authenticity, entertainment and visibility are different from traditional marketing, which can increase product demand, but there are problems such as low consumer repurchase rate, high pit fees and commissions.
3.品牌直播销售方式多样（There are various ways to sell live brands）
包括自建直播间与网红直播间合作，前者主播专业度高、能满足常态化购物需求，后者覆盖范围广、可导流，但也有讲解时间短、竞争品牌多等弊端，品牌方需权衡利弊做出选择。
Including the cooperation between self-built live broadcast rooms and online celebrity live broadcast rooms, the former anchors are highly professional and can meet the needs of normalized shopping, and the latter has a wide coverage and can be diverted, but there are also disadvantages such as short explanation time and many competing brands, and the brand needs to weigh the pros and cons to make a choice.
4.渠道选择研究现状（Research status of channel selection）
渠道选择一直是学者关注热点，但此前研究较少涉及直播渠道独特性，本文研究具有填补空白的意义。
Channel selection has always been a hot topic for scholars, but previous studies have rarely involved the uniqueness of live broadcast channels, and this research has the significance of filling the gap.
（二）研究方法（Research Methods）
文章通过构建3种模式（自播模式、网红直播模式和混合模式）下直播带货供应链的决策模型，进行博弈与均衡分析，并运用算例分析（设定参数值、利用Matlab进行数值仿真）进一步探讨相关问题。
This paper constructs a decision-making model for the live streaming supply chain under three modes (self-broadcast mode, online celebrity live broadcast mode and hybrid mode), conducts game and equilibrium analysis, and uses a case analysis (setting parameter values and using Matlab for numerical simulation) to further explore related problems.
基于网络零售渠道、商家自播渠道和网红直播渠道构建电商供应链模型，分析不同模式下各渠道的决策变量（定价）和利润情况。并探讨网红直播渠道份额、网红直播间导流系数和佣金比例等因素对均衡解（定价和利润）的影响。
Based on online retail channels, merchant self-broadcast channels and online celebrity live broadcast channels, the e-commerce supply chain model was constructed, and the decision-making variables (pricing) and profits of each channel under different modes were analyzed. The influence of factors such as the channel share of online celebrity live broadcasting, the diversion coefficient and the commission ratio of online celebrity live broadcast room on the equilibrium solution (pricing and profit) is also discussed.
（四）研究结论（Conclusions of the study）
1.渠道模式选择（Channel mode selection）
当交叉价格弹性系数满足一定条件时，品牌方采用混合模式（同时建立自播和网红直播渠道）能实现最优效果。
When the cross-price elasticity coefficient meets certain conditions, the brand can achieve the best effect by adopting a hybrid model (establishing both self-broadcast and online celebrity live broadcast channels).
2.定价影响因素（Pricing influencing factors）
网红直播间定价：在特定价格竞争系数和佣金比例范围内，其定价随网红直播渠道份额先上升后下降。其他定价：批发价、网络零售定价和品牌方自播定价随网红直播间导流系数增加而升高，随网红直播渠道份额增加而降低。
Pricing of online celebrity live broadcast channels: Within the range of specific price competition coefficients and commission ratios, its pricing first increases and then decreases with the share of online celebrity live broadcast channels.Other pricing: Wholesale pricing, online retail pricing, and brand self-broadcast pricing increase with the increase of the diversion coefficient of the online celebrity live broadcast room, and decrease with the increase of the share of the online celebrity live broadcast channel.
3.网红收益与佣金关系（The relationship between influencer earnings and commissions）
网红直播间高佣金未必能带来高收益，两者并非简单正相关。
The high commission in the online celebrity live broadcast room may not bring high returns, and the two are not simply positively correlated.
4.混合模式下品牌方策略（Brand strategy in a hybrid model）
品牌方选择混合模式后，为获取更多利润，应致力于提高导流系数，降低网红直播渠道比例和佣金比例。
After choosing the hybrid model, in order to obtain more profits, brands should strive to improve the diversion coefficient and reduce the proportion of online celebrity live broadcast channels and commissions.
为品牌方在直播渠道选择、定价策略制定和渠道管理等方面提供决策依据。有助于品牌方合理配置资源，提高供应链效率和利润并对直播电商行业的可持续发展具有一定的启示作用，如促进主播与品牌方合作共赢等。
It provides decision-making basis for brands in live broadcast channel selection, pricing strategy formulation and channel management. It helps brands to rationally allocate resources, improve supply chain efficiency and profits, and has a certain enlightening effect on the sustainable development of the live broadcast e-commerce industry, such as promoting win-win cooperation between anchors and brands.
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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.
本文由LearningYard新学苑整理发出，如有侵权请在后台留言沟通！
文字：qin
排版：qin
审核|Yue
来源：LearningYard学苑