Consider Dual-channel Supply Chain Pricing and Coordination of Product Quality and Live Content

DOI

10.2991/978-94-6463-570-6_38How to use a DOI?

Keywords

live streaming; influencer content display effect; product quality; pricing strategy

Abstract

The explosive growth of the e-commerce industry has formed a certain competitive relationship with traditional online retail. This paper studies the pricing and coordination of the dual-channel supply chain of live streaming. Firstly, this paper constructs a demand function based on the live broadcast content and the quality of agricultural products, introduces the consumer’s sensitivity coefficient to quality and commission rate to construct the profit function, secondly, constructs the Stackelberg game model to analyze the pricing strategy of live streaming, and finally, analyzes and verifies the case analysis. This paper draws some important conclusions about pricing strategies: (1) The higher the consumer’s sensitivity to quality, the more likely it is to force suppliers to produce high-quality products. (2) The balanced live broadcast price is positively correlated with the content display effect of the anchor and the product quality, and the live broadcast room is not necessarily the lowest price; (3) Reasonable commission and quality cost sharing have a certain incentive effect on suppliers to produce high-quality products, and it is easy to achieve a win-win situation for the three.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fang Zhang
AU  - Yaping Liu
PY  - 2024
DA  - 2024/11/22
TI  - Consider Dual-channel Supply Chain Pricing and Coordination of Product Quality and Live Content
BT  - Proceedings of the 2024 5th International Conference on Management Science and Engineering Management (ICMSEM 2024)
PB  - Atlantis Press
SP  - 368
EP  - 380
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-570-6_38
DO  - 10.2991/978-94-6463-570-6_38
ID  - Zhang2024
ER  -