马汉武 袁圆

摘  要：为探究在电商供应链中增加供应商直播销售对供应链定价的影响，在分析供应商主导零售代理的电商供应链的基础上，提出零售直播和零售代理直播两种混合渠道模型，分析直播方和平台方佣金比例以及价格竞争系数对电商供应链的影响。研究发现：网络零售商的定价始终最高，在零售代理直播混合模式下，供应商直播定价和平台代理定价大小由佣金比例决定;价格竞争系数对各主体定价和利润成正相关，且渠道越多，定价随价格竞争系数的变化越明显;在两种模式下，需求量受直播方佣金比例的影响，且销售渠道越多，影响越大，供应商直播定价随佣金比例增大而增大，而网络零售价和批发价与之相反;供应商的利润受直播方佣金比例的影响较大，成反相关，但随着销售渠道的拓宽，供应商的利润会大幅度提升。

关键词：电商供应链;定价策略;混合渠道;直播

中图分类号：F274    文献标识码：A

Abstract： In order to explore the impact of increasing supplier live broadcast sales on supply chain pricing in e-commerce supply chain， based on the analysis of e-commerce supply chain with supplier leading retail agent， two mixed channel models of retail live broadcast and retail agent live broadcast are proposed， and the impact of commission ratio of live broadcast party and platform party and price competition coefficient on e-commerce supply chain is analyzed. The results show that： the pricing of online retailers is always the highest， in the mixed mode of retail agent live broadcasting， the size of supplier live broadcasting pricing and platform agent pricing is determined by the commission ratio; the price competition coefficient is positively related to the pricing and profit of each subject， and the more channels， the more obvious the change of pricing with the price competition coefficient; in the two modes， the demand is affected by the commission ratio of the live broadcasting party， the more the sales channels are， the greater the impact is. The supplier's live broadcast pricing increases with the increase of the commission ratio， while the online retail price and wholesale price are on the contrary. The supplier's profit is greatly affected by the commission ratio of the live broadcast party， which is inversely related， but with the expansion of the sales channels， the supplier's profit will be greatly improved.

Key words： e-commerce supply chain; pricing strategy; mixed channel; live broadcast rate

0  引  言

新冠疫情下，網购人数急剧增加，根据CNNIC发布的《第45次中国互联网络发展状况统计报告》，我国的网络购物人数高达7.49亿人次，占据整体网民的78.6%[1]，与此同时，网红经济异军突起，截止到2020年9月，我国电商直播用户规模达3.09亿人次，占网购用户的41.3%。近年来，“直播+电商”模式也在不断发展。商品信息由原来的图片展示拓展到动态的实时演示，提高了消费者的认识与购买欲望。直播以体验的方式让消费者了解商品，从对主播的信任延伸至对商品的信任。……