| The rise of online live broadcasting and delivery began in 2016.Since the epidemic in 2019,emerging businesses such as residential economy and contactless economy have developed rapidly.Among them,the traffic economy such as short video and live video e-commerce also ushered in an explosive rise.Both professional anchors and celebrities,bloggers and plaintiffs have entered the live broadcast room.From selling lipstick to selling houses,more and more consumers have also adapted to live shopping.Therefore,many suppliers have actively carried out cooperation with the anchors,and gradually formed a dual-line retail channel scenario in which suppliers simultaneously open e-commerce retail channels and sell products with direct retail channels.The operation research based on this scenario has also attracted more and more attention from scholars.Based on the four return strategies of considering whether to return the product freight in the dual-channel of the live broadcast channel,this paper constructs the pricing decision model of the dual-channel retail channel,and determines the supplier’s product price and the anchor’s efforts under each return strategy.Through the analysis of these two models,this paper obtains the analytical formula of the optimal pricing decision of the product and the optimal service effort of the anchor input under different return freight policies and the internal relationship between them,and explores the method for the supplier to mobilize the anchor input service effort by adjusting the price.Further analysis is made on the obtained analytical formula of the decision,and it is pointed out that under the different return freight strategies adopted by the supplier,the supplier’s optimal pricing and the optimal service effort invested by the anchor are affected by all environmental parameters such as the degree of channel competition,the anchor’s commission,the anchor’s effort on demand elasticity,cost and so on.By comparing the solution results of the model under different return freight policies,it points out the size relationship between the supplier’s optimal pricing under different return policies and the size relationship between the anchor’s optimal decision-making efforts.Finally,this paper carries out a large number of numerical analysis,points out the impact mechanism of various environmental parameters on the sales volume,profit and total economic benefits of suppliers under different return freight policies,and gives the application conditions of four return strategies in combination with reality.The highlight and contribution of this paper is to combine the emerging sales mode of live broadcast with goods by suppliers and the problem of selecting the optimal return strategy caused by the high return rate,make a mathematical model and solve the optimization according to the actual situation of life,and give the management enlightenment for suppliers and anchors under different strategic environments.Compared with previous studies,it has a more reliable theoretical basis and practical significance,which effectively fills the gap in the research field of dual-channel product pricing and return strategy under the live broadcast with goods scenario,which is rarely studied by scholars,and has more important practical significance for the enterprise management to explore appropriate return strategies to maximize enterprise benefits and effectively reduce operating costs,as well as to carry out live broadcast promotion business. |
