Research On The Business Model And Dynamic Strategies Of Live Broadcast E-commerce Enterprises Under Channel Spillover Effect And Enterprise Behavior

At present,shopping has become overly popular among consumers in online,and in order to further enhance consumers’ online shopping experience,the sellers of many e-commerce platform(the later article is collectively referred to as the e-commerce platform)have incorporated live streaming marketing into the product sales process.It is conducive to solve the problems of information asymmetry and low social sense brought by traditional graphic e-commerce companies with pictures and text.Therefore,the live streaming e-commerce sales system composed of manufacturer,ecommerce platform and live streaming platform is taken as the research object,and the price,marketing decision,business model selection and cost-sharing contract effectiveness in the system are discussed from different perspectives,and corresponding management suggestions are put forward for live streaming e-commerce enterprises.First of all,the article studies how to adopt the live streaming marketing in the process of manufacturer with offline sales channel and e-commerce platform sells products to consumers,when the online channel have a spillover effect on the offline channel,that is,to study the price,marketing decision and business model selection under the channel spillover effect.Then,on this basis,the article discusses the change law of the behavior factors(corporate social responsibility,fairness and altruism)on the marketing decisions of both enterprises(e-commerce platform and live streaming platform)on the e-commerce platform with the help of the live streaming platform.After the analysis,the study found that:(1)We found that the retail price of the product under resale is greater than the retail price of the product under resale only under certain conditions;the increasing online spillover effect leads to a decrease in price.The live streaming marketing decreases(increases)when the negative(positive)impact of online spillover effect increases under certain conditions under resale;while the level of live streaming marketing decreases when either the positive or negative impact of online spillover effect increases under resale.Under the same sales method,co-marketing is a favorable sales option for manufacturers and even the whole supply chain.In contrast,co-marketing is not necessarily better than decentralized mode of operation under different sales methods.With the help of numerical calculations,it can be seen that e-commerce companies should fully consider the impact of product type and online spillover effects when choosing their business model.(2)The marketing cost sharing among members in the direct e-commerce sales system changes the relationship between big data marketing and live streaming marketing respectively and the commission ratio.The development of cost-sharing contracts needs to meet certain conditions,and only under certain conditions,the increase in the system’s corporate social responsibility will increase the cost-sharing ratio,while the increase in consumers’ product goodwill preferences reduces the cost-sharing ratio;in the cost-sharing model,the dominant’s corporate social responsibility directly enhances its own decision-making level and indirectly enhances the decision-making level of followers,which increases the cost-sharing ratio.(3)Fair behavior preferences of e-commerce platform reduce big data marketing,while fair behavior preferences of live streaming platform reduce the level of live streaming marketing and regulatory effort.And their fair behavior preferences both reduce product goodwill in the system and their profits.Notably,when none of them has fair behavior preferences,the fair decision model is the same as the decentralized decision model.In contrast,the altruistic behavioral preferences of e-commerce platform increase big data marketing,while the altruistic behavioral preferences of live streaming platform increase the level of live streaming marketing and regulatory effort.And the altruistic behavioral preferences of e-commerce platform and live streaming platform achieve Pareto improvements in product goodwill and their profits.