Research on Online Dual-Channel Decision Making and Coordination Considering Logistics Service Differences Under Live Broadcast Marketing
On the same e-commerce platform,there may be both distribution(self-owned shops)and direct sales(flagship shops)channels,with manufacturers opening flagship shops on the platform to sell their products directly and the e-commerce platform carrying out live broadcast marketing to sell the products.An online dual-channel supply chain consisting of a manufacturer and an e-commerce platform is studied on the premise that the e-commerce platform provides logistics services and live broadcast marketing services.A dynamic game is used to analyse the decision making and coordination of the online dual-channel supply chain under the influence of logistics service levels.The study finds that a good partnership between the man-ufacturer and the e-commerce platform can avoid the impact of the"double marginal effect"on the supply chain and thus reduce channel conflicts.The two pricing con-tracts can not only achieve the coordination of the online dual-channel supply chain,but also effectively increase the profitability of the manufacturer and the e-commerce platform,making it a win-win situation for both.
Online dual-channellogistics service levellive broadcast marketingtwo-part pricing