Research On Online Dual Channel Sales Strategy Considering Live Broadcast Effort And Reference Price

In the product details page of mainstream e-commerce shopping,the product introduction is presented in the form of graphics and video,followed by voice,VR and other forms,but from the actual effect,its sales conversion rate is low.The scale of online shopping users in China is huge.Relying on the increasing number of mobile devices and continuously optimized network technology,the form of live shopping has been favored by the audience since its emergence.The warm atmosphere in the live room makes users feel satisfied with consumption.Interactive explanation and on-site trial greatly meet the curiosity of users.Enterprises seize the characteristic of easy drainage in the live broadcasting room and open up live broadcasting channels one after another,so as to improve product exposure and promote the corporate image.In order to guide the orderly development of the live broadcasting industry,the national and local governments have also issued a number of policies and norms.Up to now,there has been a very perfect research on the development of online shopping.The live channel belongs to a subdivision channel of online sales,and its theoretical model research is relatively lacking.Based on the above background and research status,this paper is committed to studying the sales strategy of retailers introducing live channel.The first consideration is that an online monopoly retailer introduces the live channel and forms multiple channels with existing channels to sell goods to consumers.Different types of consumers make purchase decisions according to their own product valuation and the additional utility brought by the live room,while the retailer needs to make two channel pricing and marketing efforts to optimize its maximum profit.By constructing a single-stage dual channel sales model with online retailers as the main body,calculate the optimal pricing and effort level under the centralized decision-making mode and decentralized decision-making mode,analyze the impact of main parameters on the decision-making,compare the sales differences between the two channels and the decision-making results of different modes,and then assign some parameters to depict the purchase decisions of two consumers with different valuations under the change of key parameters,and draw the final conclusion.Then,taking the effort level as an exogenous variable and adding the reference price effect to the consumer utility function,this paper studies the pricing strategy of retailers under the dual effects of live marketing effort and reference price effect.The main analysis process and method are similar to the first part.Finally,we selects the data in the actual live broadcasting case to substitute into the basic model constructed in this paper to judge its consistency and supplement the conclusion of this paper.The results show that when considering the introduction of live channel sales,retailers should fully consider the impact of dual channel decision-making mode,the scale of potential live users,the perfection of live shopping services and consumer behavior characteristics.Centralized decision-making is conducive to reducing channel competition and the cost of live broadcast marketing efforts.Enterprises should strengthen the control of the two channels and make unified pricing.Without considering the reference price effect,with the increase of the scale of potential users of live broadcasting,the level of live broadcasting marketing efforts under different decision-making modes increases.Under centralized decision-making,retailers will increase the pricing of two channels to promote the total profit;Under decentralized decision-making,the price and profit of non live channels will be negatively affected,and the benefits of live channels will also have spillover effects;Whether the reference price effect is considered or not,the prices of the two channels are higher under the overall decision-making.The relationship between the prices of the two channels depends on the proportion of potential live users and the level of effort.In theory,when the proportion of potential live users is high enough or the level of effort is high enough,the price of live broadcast can exceed the price of non live broadcast;The consumption impulse brought by the online live broadcasting room will inhibit the price comparison psychology of consumers when making purchase decisions.This paper provides a new research idea for the field of live broadcast dual channel,and provides a theoretical reference for enterprises that choose live broadcast channel sales.