Research On Pricing And Revenue Distribution Of Live Streaming E-commerce Agricultural Supply Chain

With the continuous development of digital economy,live streaming of goods has become a popular marketing method.Under the background of rural revitalization,many places take this opportunity to expand the trading channels of agricultural products and promote farmers’ income.Live streaming e-commerce industry has also been actively contributing to the development of rural economy.It is of great significance to study the supply chain of agricultural products of live streaming e-commerce for promoting the high-quality development of agricultural products industry,and the research on pricing and income distribution mechanism is one of the most basic researches on the supply chain of agricultural products of live streaming e-commerce.Based on the observation of practical problems in the supply chain of live streaming e-commerce of agricultural products,this paper focuses on the characteristics of the supply chain of live streaming e-commerce of agricultural products,explores a reasonable pricing strategy for the supply chain of live streaming e-commerce of agricultural products,and makes a reasonable distribution of the income of each main enterprise in the supply chain,so as to promote enterprises to participate in the cooperation of live streaming e-commerce and provide consumers with more quality services.Standardize the healthy development of live streaming e-commerce agricultural products industry.The main research work and contents of this paper are as follows:First,based on the basic concept,structure and characteristics of livestream e-commerce agricultural products,this paper analyzes the Steinkberg game theory and relevant theories of income distribution,expounds the main characteristics and forms of Steinkberg game under the supply chain mode of livestream e-commerce,and defines the relevant concepts of livestream e-commerce agricultural products supply chain.This paper briefly introduces the theories about the pricing of agricultural products supply chain and the income distribution of supply chain cooperation.Secondly,in view of the independent live broadcast sales of e-commerce brand merchants,a three-level supply chain model of farmers,brand owners and live broadcast platform is created,and the market demand is studied under the influence of price,platform service level,live broadcast sales effort level and freshness factor.Through backward induction method,the Hessen matrix decision condition hypothesis is adopted to solve the problem,and finally the optimal equilibrium solution of different decisions is obtained.The supply chain pricing issues of farmers,brand owners and livestreaming platforms in different decision-making situations were studied,and the service level of livestreaming platform,livestreaming sales effort level,prices of agricultural products and profits were compared and analyzed.Secondly,it studies the income distribution of agricultural product supply chain of live streaming e-commerce under different decision-making modes.Firstly,the influencing factors of income distribution in the supply chain of agricultural products of live streaming e-commerce were analyzed,and the index system was constructed.Using the fair entropy method as the distribution method,the income distribution is studied in terms of centralized decision-making,cooperative decision-making between farmers and brand owners,and cooperative decision-making mode between livestreaming platform and brand owners.Finally,the numerical simulation analysis of the pricing and income distribution decision of the agricultural product supply chain of the live streaming e-commerce is carried out and verified.Based on the above analysis results,relevant suggestions are put forward to provide theoretical basis and reference for the supply chain,so as to achieve win-win cooperation of live streaming e-commerce agricultural product supply chain.