A Study on the Selection of Live Marketing Strategies for Manufacturers Considering Customer Return Behavior
The introduction of e-commerce live streaming by enterprises to market their products has be-come a new trend in the consumer market,but what kind of live streaming marketing strategy to adopt has become a problem for enterprises.Considering the difference between the two modes of Netflix live broadcasting and independent live broadcasting and the high return rate of e-commerce live broadcast-ing,we constructed a game model of manufacturers,platform anchors and customers to analyze the optimal strategy for manufacturers to introduce live broadcasting marketing.It is found that:① Cus-tomer value perception and customer added value have a positive impact on manufacturer's optimal pri-cing,and return probability and and unit return cost have a negative impact on manufacturer's optimal pricing;②Commission ratio has a negative impact on manufacturer's profit.The manufacturer's prof-it is a convex function of the customer's added value,and the added value first has a negative effect on the manufacturer's profit,and then has a positive effect on the manufacturer's profit.The effect of re-turn probability on manufacturer's profit shows positive and negative alternation;③Considering prod-uct pricing and manufacturer's profit separately,when the unit return cost is lower than a specific val-ue,autonomous live pricing is lower than Netflix live pricing,and manufacturer's profit of autono-mous live streaming is higher than manufacturer's profit of Netflix live streaming.On the basis of the theoretical analysis,numerical simulation further verifies the above conclusions.This paper enriches the related research in the field of e-commerce live streaming and provides guiding suggestions for en-terprises to formulate live streaming marketing strategies.
Livestreaming CommerceReturn BehaviorManufacturersWebcastingAutonomous Live StreamingGame Modeling
万方数据
维普
