| The rapid development of Internet economy has spawned a variety of online sales channels,and the diversified needs of consumers have also accelerated the transformation of enterprise sales model.The emergence of live broadcast channel is both an opportunity and a challenge for enterprises.Whether to introduce live broadcast channel and under what conditions are the primary problems faced by enterprises.At the same time,after the introduction of live broadcast channel,brands should also consider how to cooperate with downstream anchors,whether to choose the pure commission mode or the mixed mode of commission and pit fee.Different cooperation modes determine the profit sharing of both sides.This paper combines the above two aspects to explore the introduction conditions and cooperation mode selection of brands’ in the live broadcast supply chain.Aiming at this problem,this paper mainly does the following work.Firstly,in order to analyze the conditions for the brand to introduce live broadcast channel,this paper constructs a dual channel supply chain composed of a brand,an offline(online)retailer and an anchor,and constructs the models of traditional dual channels and live broadcast channel according to the game theory.Taking the traditional dual channels as the reference object,this paper finds out the conditions for introducing live broadcast channel through comparative analysis.According to the asymmetric characteristics of network externality information in live broadcast channel,the models under information symmetry and information asymmetry are constructed respectively.Through the analysis,it is found that:(1)the introduction of live broadcast channel is not always the best strategy for the brand.The introduction of live broadcast channel is not only affected by network externalities and cross channel spillover effects,but also related to the potential market scale and channel commission;(2)Under the information symmetry,when the commission of live broadcast channel is lower than that of traditional online channel,the brand will choose to introduce live broadcast channel;When the commission of live broadcast channel is higher,the brand’s channel introduction strategy is more complex,which is closely related to the composition of consumers,the strength of network externality and the size of cross channel spillover effect;(3)Under asymmetric information,the size of network externality valuation plays an important role in the introduction of live broadcast channel.Secondly,aiming at the decision-making problem of cooperation mode selection between the brand and the anchor in different drainage stages,this paper constructs a supply chain system composed of the brand,offline retailer and anchor,and studies the optimal cooperation strategy between the brand and the anchor in different drainage stages.Through comparative analysis,it is found that:(1)when the commission in the service fee plus commission mode is higher,the brand chooses the pure commission mode,while the anchor chooses the service fee plus commission cooperation mode.In different drainage stages,the selection of the optimal cooperation mode between the brand and the anchor is contradictory;(2)After operating private domain traffic,the profits of the brand and the anchor increase with the enhancement of fan conversion rate,and the strength of fan conversion rate changes the range of cooperation mode selection;(3)Network externalities and cross channel spillover effects will affect the setting of commission between the two sides.Finally,the paper makes a case study of Mengjie home textile,and verifies the research conclusion of this paper through the real data of the enterprise.The research of this paper provides a certain reference value for brands in the live broadcast supply chain on how to introduce the live broadcast channel and how to choose the cooperation mode when cooperating with downstream anchors.At the same time,this paper also provides a new idea for the research of supply chain management. |
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