While livestreaming is booming,it has also brought problems that have harmed the industry,such as lax control of product quality and traffic monopoly of head anchors.Therefore,how to consider the quality risk and the anchor bundling effect,and make the main decision-making and revenue sharing of the livestreaming supply chain is an important research issue in operation management.A double-factor livestreaming-marketing model is established for brand merchants,MCN and head anchor based on the head anchor's livestreaming marketing model.Through the Game Theory and Revenue Management Theory,the optimal sharing ratio and the revenue of livestreaming supply chain are studied.Finally,through sensitivity analysis,the optimal decision and revenues of each subject under the influence of quality risk factors and bundling effects were further explored.research results show that:(1)The double-factor livestreaming-marketing model can improve the efforts of the anchor and the revenue of livestreaming supply chain;(2)The binding effect is conducive to coordinating the revenue sharing ratio among the brand,the head anchor and the MCN,breaking the monopoly of the head anchor and reducing the risk of the MCN being kidnapped by the head anchor;(3)The quality risk sharing mechanism under the two-factor model is beneficial to brand manufacturers to improve product quality and reduce quality risk behaviors.The research can promote the healthy competition in the livestreaming industry,and it is conducive to the long-term development of livestreaming supply chain.
维普
万方数据
