Research On Supply Chain Decision-making Of Live E-commerce Based On Anchor Marketing Effort

In this paper,we construct three optimization models based on maximizing the benefits of supply chain members in the context of live e-commerce.Then the optimal solutions of the models are given by using economic game theory and optimization theory.Based on the model,the decisions of live streaming e-commerce platform with price discount and marketing effort,the pricing and service strategies for the dual-channel supply chain of the live streaming e-commerce,and the commercial decision of online live streaming based on benefit equilibrium are obtained.Specifically,the main research contents and main results of this paper are as follows.The dissertation firstly studies the decision-making problem of live streaming e-commerce platform with price discount and marketing effort.Based on the impact of Internet celebrity marketing efforts and actual live streaming prices on the demand for live products,we construct a live streaming e-commerce supply chain consisting of brand seller,Internet celebrity and live streaming platform.Then,the optimal solution of the model under the three power structures of branddominated,influencer-dominated and integrated joint decision-making are obtained through the model solution.Then we illustrate the validity of the model by numerical experiments.Secondly,the pricing and service strategies of the dual-channel supply chain of live streaming e-commerce are mainly discussed.Since the sales platform chooses to cooperate with supplier with two sales models which call resale or consignment.Thus the supplier has two channels of offline direct sales and online live streaming.Then,for the multi-level supply chain consisting of the supplier,live streaming platform and Internet celebrity,we construct a Stackelberg model with suppliers as the dominant leader,live streaming platforms and Internet celebrity as followers.Based on the maximization of the benefits of supply chain members,we analyze the balanced decision-making behaviors of supply chain members under different sales.Finally,the business decision-making problem of live streaming based on the balance of interests is studied.We derive an optimal decision-making model on the sales price and upfront cost of live streaming operation.Through optimization theory,we address the meaningful reference values for sales price and prepaid cost in the live broadcast mechanism.The validity of the study is verified by numerical experiments.And then we analyze the influence of important parameters on decision-making through numerical experiments.The results of this study provide a scientific decision-making basis for pricing and service decisions in live streaming commercial activities and enrich the theoretical research in the field of live streaming e-commerce supply chain.