Research On Manufacturers' Live Streaming Strategy Selection Considering Consumer Behavio

In recent years,with the rapid development of information technology and the popularization of mobile terminals,the live broadcast economy has achieved rapid development,and the accompanying live streaming e-commerce has quickly occupied a place in the retail market.Live streaming e-commerce is a new e-commerce model of "live + e-commerce",which enriches the choice of consumer retail channels and brings new opportunities and challenges to manufacturers.Therefore,this paper combines the factors of consumer behavior to study the conditions for manufacturers to open live streaming sales channels,the choice of live streaming service platform,and the choice of sales mode after adding live streaming sales channels,so as to provide reference for manufacturers’ live broadcast strategy selection.Firstly,the conditions for manufacturers to open live broadcast sales channels under the influence of consumer behavior factors are studied.Taking a single traditional sales model as the benchmark,this paper compares and analyzes multiple sales strategies,obtains the conditions for manufacturers to open live sales channels,and further analyzes the impact of information sharing on the strategies of supply chain members.The study found that when the pit fee is below the threshold,it is profitable for manufacturers to open live streaming sales channels.The information sharing behavior of e-commerce platforms can change manufacturers’ decisions about opening live streaming sales channels.Then,this article takes the service platform of live streaming sales channels as the research object,analyzes the needs of different types of consumers from the perspective of consumer utility,and constructs an online dual channel decision-making model.The study finds that consumers’ recognition of live streaming channels has a U-shaped relationship with manufacturers’ profits,live streaming service platform profits and overall supply chain profits.The increase in spillover effect can increase the profits of manufacturers and traditional ecommerce platforms,but will reduce the profits of short video platforms.When consumers’ recognition of live streaming service platforms is small,manufacturers choose short video platforms to carry out live streaming sales with higher profits.Finally,the choice of sales model after studying the manufacturer’s value-added live streaming sales channel.Considering the factor of live e-commerce anchor influence,the profits of supply chain members under different channels are comparatively analyzed.Studies have shown that manufacturers are more profitable than those under the live streaming channel model on top of the retail channel.When the commission-rate of the agent is small enough,the manufacturer adds a live channel to the channel agent channel,and the profit of the live channel mode is higher than that of the other two models.