| With the rapid development and dissemination of network technology and short videos,live broadcast users have attracted the attention and pursuit of the audience by virtue of their own live broadcast highlights,and gained huge "fans" and traffic.As a new role,"online celebrity" has entered the audience’s vision.Under the influence of the COVID-19 in 2020,as a new marketing method,online celebrity live streaming with goods has met the shopping needs and social interaction of consumers who are closed at home.Live streaming with goods ushered in the current boom.Online celebrity live broadcast with goods refers to the online celebrity anchor’s real-time promotion and explanation of products through online live broadcast and activities with the audience in the live broadcast room to attract consumers to place orders to purchase,so as to realize the realization of traffic.As the main body of live broadcast with goods,the online celebrity anchor has a large foundation of "fans",and can transform it into consumers of products through its own influence,thus expanding the market demand of products;In addition,the online celebrity anchor’s promotion of the product in the live broadcast will have a positive impact on the goodwill of the product,thus indirectly affecting the market demand.The huge benefits of the influence of online celebrity anchors have attracted the attention of the majority of brands,and how to better cooperate between the brands and online celebrity anchors has become one of the issues that everyone is concerned about.Based on this,the following research is carried out in this paper:First of all,considering the influence of online celebrity anchors on product market demand,their strong fan conversion rate has a drainage effect on product market demand.From a longterm perspective,we use dynamic differential equation to describe the amount of online celebrity anchors’ drainage.In this case,this paper studies the cooperation mode between the brand dealer and the online celebrity anchor.Based on the single direct sales model without cooperation,starting from the single online celebrity live broadcast channel and the dual channel of "direct sales+online celebrity live broadcast",this paper constructs the differential game model of cooperative premium and cooperative commission,solves and analyzes the optimal equilibrium strategy and optimal profit of the brand dealer and online celebrity anchor under different cooperation modes,as well as the optimal trajectory of online celebrity traffic,Further explore the influence of online celebrity influence,channel price competition coefficient and the proportion of live broadcast market demand on the balanced strategy of brand merchants and online celebrity anchors,and provide reference for the cooperation between brand merchants and online celebrity anchors.Secondly,in the supply chain operation,brand marketing is a necessary means to expand the product market demand.Brands usually invest in marketing efforts to establish brand reputation,thereby increasing potential consumers.When the brand dealer cooperates with the webstar anchor,considering the publicity effectiveness of the webstar anchor to the product,the brand dealer’s marketing effort investment will also change to some extent.In this case,considering the influence of online celebrity and brand marketing efforts on product goodwill,this paper builds a differential game model of different cooperation modes under a single direct sales channel and a dual channel of "direct sales+online celebrity live broadcast",based on a single direct sales channel without cooperation,to explore the optimal equilibrium strategy and the path of product goodwill under different cooperation modes,Analyze the conversion conditions when brand merchants and popular webmasters adopt different strategies,and further analyze the impact of different parameters on the optimal equilibrium strategy of brand merchants and popular webmasters.The results show that with the increase of the influence of the popular webmasters,the live broadcast price of the product is on the decline,while the service level of the popular webmasters and the marketing efforts of the brand owners are on the rise.This shows that online celebrity anchors have a certain bargaining power,and their greater influence has an incentive effect on themselves and the brand.The two-way active marketing of the two will help the supply chain develop a dual dimension business model of "live broadcast+brand".The introduction of the online celebrity live broadcast channel will re divide the product market demand.The overall profit of the supply chain under dual channels will first decrease and then increase with the increase of the proportion of live broadcast market demand.This indicates that there are some challenges in the early stage of the introduction of the live broadcast channel.However,once the demand scale of the live broadcast market is expanded,its live broadcast benefits will also appear.The cooperation mode between brands and online celebrity anchors will be affected by the influence and commission rate of online celebrity anchors.High commission rate and high influence online celebrity anchors will bring higher supply chain profits.When the influence and commission ratio of online celebrity anchors are greater than a certain value,the commission cooperation mode will be better than the cooperative price increase mode.An appropriately large commission ratio can stimulate the live broadcast service of online celebrity anchors,so as to maximize the overall profit of the supply chain.However,the commission rate involves the profit distribution between the brand dealer and the online celebrity anchor.Excessive commission rate will compress the profit of the brand dealer.Therefore,the overall supply chain coordination between the brand dealer and the online celebrity needs to be achieved by coordinating the commission rate and pit fees.This paper considers the influence of online celebrity anchors and the marketing efforts of brands,studies the dynamic pricing decisions of the supply chain under the dual channels of online direct sales and online celebrity live broadcast.This paper introduces the online celebrity live broadcast channel,which is an expansion and supplement to the traditional dual channel supply chain;At the same time,it is of great significance to depict the influence of online celebrity from a dynamic perspective,which enriches the research on pricing decisions of the supply chain under the dual channels of "direct sales + live broadcast". |
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