Research On Pricing And Lead Time Decision Of Dual Channel Supply Chain Under The Background Of Network Broadcast Marketing

Video media has become more and more popular and efficient in the Internet environment.People are used to learn information more quickly and comprehensively through video,which attracts the attention of e-commerce platforms in the post-ecommerce era and promotes the development of platform e-commerce and the development of a new marketing strategy based on video media--network live broadcast marketing.At present,more and more manufacturers open network live broadcast marketing channels to sell their products.Meanwhile,web celebrity live broadcast marketing can meet the goal of rapidly increasing product sales and promoting brand.Therefore,a dual-channel sales system with co-existence of business live broadcast and web celebrity live broadcast marketing has been formed.Take live broadcast to help farmers as an example.In order to recover the economy due to the impact of the epidemic,agricultural products enterprises added web celebrity public benefit live broadcast marketing channels in addition to online store live broadcast marketing,and quickly achieved the sales target through network live broadcast marketing channels.Live broadcast marketing brings consumers a brand new purchasing experience.The rich purchasing choices meet the increasing personalized and diversified demands of consumers,and consumers' consumption behaviors and decisions have also changed.At the same time,network broadcast marketing can shorten the intermediate link at a very low cost.Moreover,due to the differences in costs of store operation and personnel management,the pricing of business live broadcast and web celebrity live broadcast is different.To sum up,the structure of supply chain and pricing method have changed under the background of network broadcast marketing,thus giving rise to new research problems.However,the existing research on network broadcast marketing is mainly carried out from the perspective of marketing,but there are few researches on the operation and management strategy of network broadcast marketing supply chain.Product pricing and delivery lead time are the main factors that affect consumers' acceptance of sales channels and affect profits.Therefore,based on the above background,this paper studies the pricing and lead time of the dual-channel supply chain formed by merchant live broadcasting and web celebrity live broadcasting under the background of network live broadcasting marketing.Because in the live online marketing,can be dominated by brands businessmen cooperation,hire network red live marketing decision of double channels,can also be used by the web celebrity stock sales to achieve the double channels decentralized decision making,so the text aims to study and solve the question is: in the centralized decision-making and decentralized decision making in both cases,using Stackelberg game and two-stage optimization method,to discuss live online marketing dual channel supply chain's optimal pricing and lead time.Article review summarize the related literature first,live online marketing and its dual channel supply chain is given,the definition of further probes into the characteristics of live online marketing dual channel supply chain structure and processes,and on this basis to live under centralized and decentralized decision making under decision network marketing dual channel supply chain pricing and lead time of decision analysis,modeling and solving the problem.Finally,through case analysis,the relationship between pricing and lead time of the dualchannel network broadcast marketing supply chain under centralized and decentralized decision making is verified,and the influence of web celebrity live broadcast marketing market share,web celebrity live broadcast on the self-broadcast guiding ability of merchants and the market expansion ability of web celebrity anchors on the optimal decision making is considered.The problems studied in this paper are novel and interdisciplinary.They provide an analytical thinking and framework for pricing and advance decision-making of enterprises in the context of network live broadcast marketing,and provide reference advice for enterprises to select live broadcast marketing channels,which is of great significance for both theoretical and practical aspects of network live broadcast marketing supply chain.There are 19 figures,6 tables and 68 references.