Research on Pricing Strategy of Multi-Channel Supply Chain Based on the Introduction of the Live Streaming Channel
For the sales system composed of a manufacturer and a retailer,this paper constructs three decision models that the manufacturer does not introduce the live streaming channel,the manufacturer introduces the store live streaming channel and introduces the anchor live streaming channel,and uses the game theory method to explore the introduction strategy of the manufacturer's live streaming channel and the pricing strategy of multi-channel supply chain under the introduction of the live streaming channel.The results show that after the introduction of the live streaming channel,the manufacturer's revenue increase,the price and sales in the direct sales channel decrease,and the price decreases while the sales increase in the offline retail channel.When the cost of the store live streaming channel is low(high),the introduction of the store(anchor)live streaming channel is conducive to the"low price"strategy of the live streaming channel.When the cost of the store live streaming channel is low and the professional capability of the anchor is weak,the introduction of the store live streaming channel is conducive to the market"penetration"strategy of the live streaming channel,under other conditions,the introduction of the anchor live streaming channel is conducive to the market"penetration"strategy of the live streaming channel.Finally,the price is not necessarily cheap in the live streaming channel.
Cost in the store live streaming channelprofessional capability of the anchormulti-channelchannel introductiongame theory
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