Pricing and Channel Selection Strategies of Live Streaming Sales Considering Streamer Type
The profit functions of top and ordinary streamers are constructed to explore the influence of streamer type on the pricing of live streaming channel and the channel selection of supplier.We can get the following conclusions.(1)The change of streamer type will affect the pricing of live streaming channel:when ordinary streamers are in the embryonic or mature stage,their price is lower than top streamers,while in the developing stage,their price is higher than top streamers;(2)There is a critical condition of Matthew Effect:when ordinary streamers continue to increase marketing investment and lower the price of live streaming until the change curve of streamer type breaks through the critical point of Matthew Effect,ordinary streamers will transition to top streamers;(3)The channel expansion of live streaming e-commerce is not entirely beneficial to suppliers,and there are critical conditions for opening live streaming channel:when competitors have a great impact and suppliers have smaller offline profits,opening live streaming channel is beneficial to suppliers;otherwise,opening livestreaming channel is not good for suppliers.
NETL
NSTL
万方数据
