A Study On The Selection Of Sales Channels For Live E-commerce Supply Chains Considering Strategic Consumer Behavior-Take Company A As An Example

With the rapid development of the Internet,the live broadcast with goods channel has become an important means of new product sales in the apparel,3C and other industries.Suppliers from a single own platform channel sales gradually expanded to own platform channels and live e-commerce channels of dual-channel parallel strategy to meet the development of the market must be the road.Live e-commerce channels provide consumers with a convenient shopping environment,but also to facilitate the comparison of performance between goods;and for the supplier’s own online and offline own platform,also has its own advantages,such as a better sense of customer experience,product after-sales service is more complete.In the face of different channels of sales emphasize different service focus,so consumers also face the problem of decision making through which channel to buy products.Secondly,when companies open dual channels,there will be a certain time difference between channels,so they need to consider which channel enters the market first,and when the other channel enters the market again.Based on the relevant research results of scholars at home and abroad,this paper builds a dual-channel supply chain model of own platform first and live banding channel first,considering the study of the sales channel selection strategy of live ecommerce supply chain under consumer behavior,starting from the game relationship between own platform,live netizen team and other supply chain members and strategic consumer behavior.Firstly,based on the single supplier and single live channel,the dual-channel supply chain strategy models of own platform channel first and live channel first are established to obtain the optimal timing of channel entry,optimal price equilibrium and optimal profit equilibrium for suppliers under different channel structures.The analysis of the case of enterprise A shows that as the channel preference and time utility of consumers change,the supplier always prefers the channel selection strategy that is beneficial to its own profit,but this is contrary to the optimal strategy preferred by the supply chain system.Second,under the dual-channel supply chain model of own platform channel first and live e-commerce channel first,the impact of the difference in consumer channel perception and time utility on the optimal timing of channel entry,the equilibrium pricing and revenue of supply chain members and the revenue of the supply chain system is considered.By considering the impact of consumer channel perception differences on the timing of supplier shift in sales channel in both factors: the two models show opposite dynamics.The market behavior of suppliers in choosing differentiated sales channels for new product sales at both stages leads to price competition between channels.However,in both models,the price of the live ecommerce channel is higher than the price of the own platform channel,which overturns the traditional perception that it is cheaper to buy goods in the live channel.Research shows that the timing of market entry for the live e-commerce channel and the own platform channel differs in both models.In the dual-channel supply chain model where the own platform channel is first,the timing of market entry of the second stage live e-commerce channel is earlier when consumers’ time utility is lower,while the opposite is true in the dual-channel supply chain model where the live e-commerce channel is first.Second,in the case of consistent level of perceived difference in channels,the lower time utility of consumers can enhance the total revenue of suppliers,live e-merchants and supply chain system.At the same time,considering only the own platform or live e-commerce channel to occupy the market first does not mean that the supply chain system revenue can be maximized,and the size of the perceived difference of consumers’ channels is also a factor worth considering.Then,this paper combined with the analysis of the case of enterprise A shows that the size of the difference in consumers’ perception of the channel is a key factor affecting the supplier’s choice of supply chain mode.More total market demand can be generated under the direct e-commerce channel-first channel selection model,but suppliers need to decide based on the current market situation when adopting a lowprice strategy or a high-price strategy.Research has shown that whichever channel enters the market first does not always result in optimal equilibrium returns,and not one model can always be the optimal choice of strategy for suppliers.This requires a decision based on the time utility of consumers and the perceived differences in channels.It is also clear from the data that price competition between channels is not conducive to the coordinated development of supply chains.Suppliers need to consider their own and supply chain members’ benefits,increase the commission of live e-commerce channels or strengthen the cooperation between channels to achieve win-win situation among members.Finally,we summarize the research content and propose management suggestions for supply chain direction in the light of the actual situation of Enterprise A.We also point out the inadequacy and/or future research directions of this study.