Research On Dynamic Operation Strategy Of Supply Chain Based On Reference Mass Effect Under E-Commerce Live Broadcast

Entering the era of online video interconnection,the shopping platform has developed a new e-commerce sales model-e-commerce live broadcast.However,with the upgrade of consumption,the continuous improvement of product quality requirements and even beyond the price has become the first factor for people to decide whether to buy or not.Live marketing and other means also have an impact on consumer behavior and decision-making.Therefore,supply chain strategies and structures have changed in the context of e-commerce live broadcasts,generating new research questions.However,there is currently a lack of research on the online supply chain of e-commerce live broadcast,and most of them are qualitative research,and there is no research on the operation strategy of e-commerce live broadcast supply chain.In view of the the characteristics of dynamic changes in online supply chain demand,this paper uses the differential game model to put product quality or consumer reference quality,e-commerce live broadcast and advertising into a research framework to obtain the optimal decision-making solution for manufacturers and retailers,and analyzes Whether there is consumer reference quality effect on the strategy and interest of supply chain enterprise separately.In the beginning this paper elaborates the research background and significance,and generalizes and reviews the literature in related fields.Then,the related theories such as supply chain quality management,reference mass effect and game theory are given.Secondly,based on the quality,live broadcast and advertising strategies,a dynamic model under the supply chain member collaboration,Nash non-cooperation and live broadcast cost sharing contract is established,and the optimal strategy for both decision-making parties is discussed,and the three models are compared and analyzed.Analyze and verify the correctness and rationality of model inferences.Finally,consider the strategies and long-term profit and goodwill changes of supply chain members under centralized decision-making,decentralized decision-making and cost-sharing decisions when consumers have reference quality behavior in online purchases,and discuss the impact of the existence of mass reference effect on supply chain optimal decision-making.The effects of the three models were compared and numerically analyzed.The research found:（1）Regardless of whether there is a reference mass effect online supply chain optimal product quality,e-commerce live broadcast and advertising strategies are positively correlated with the marginal benefit of both decision-making parties,and negatively correlated with the cost coefficient.Supply chain members changing a certain decision parameter will only affect the optimal solution of this decision,and will not affect the decisions of other upstream and downstream enterprises,and different marketing channels will not affect each other.（2）The profits and brand goodwill of manufacturers and retailers change monotonically over time and eventually tend to be stable values.（3）In both cases,manufacturers sharing the cost of e-commerce live broadcasting can improve the profits of both parties and achieve Pareto improvement.Assuming that the marginal revenue of both is 2ρ₁>ρ₂.（4）Consumers’reference to the quality effect can improve the quality level of manufacturers and reduce the level of retailers’e-commerce live broadcasts and advertising,and both parties’profits will increase.However,as the correlation between reference quality and goodwill increases,the decision value of both parties will decrease to maintain a low-goodwill and low-profit state.The theoretical significance of this paper is to take the lead in exploring supply chain decision-making from the perspective of quality with or without reference in the context of e-commerce live broadcast;the practical significance is that the relevant research results can provide a reference for the operation and marketing decisions of online supply chain enterprises considering consumer behavior cognition.