考虑主播类型的直播渠道定价与渠道选择策略研究

摘要/Abstract

摘要： 构建了头部主播和普通主播带货情形下的利润函数，探究主播类型对直播渠道定价和供应商渠道选择的影响。研究结果表明：（1）主播类型的变化会影响直播渠道定价：当普通主播处于萌芽期和成熟期，其直播价格低于头部主播；而处于发展期，其直播价格高于头部主播。（2）存在“马太效应”临界条件：当普通主播持续加大营销投入并且压低直播价格，直至主播类型变化曲线突破“马太效应”临界点时，其就会向头部主播过渡。（3）直播电商对供应商的渠道拓展并不完全有利，存在开通直播渠道的临界条件：当竞争者冲击较大，且供应商单一线下利润较小时，开通直播渠道对供应商有利；否则，开通直播渠道对供应商不利。

关键词: 主播类型, “马太效应”临界条件, 主播类型变化曲线, 直播渠道

Abstract: The profit functions of top and ordinary streamers are constructed to explore the influence of streamer type on the pricing of live streaming channel and the channel selection of supplier. We can get the following conclusions. (1) The change of streamer type will affect the pricing of live streaming channel: when ordinary streamers are in the embryonic or mature stage, their price is lower than top streamers, while in the developing stage, their price is higher than top streamers; (2) There is a critical condition of Matthew Effect: when ordinary streamers continue to increase marketing investment and lower the price of live streaming until the change curve of streamer type breaks through the critical point of Matthew Effect, ordinary streamers will transition to top streamers; (3) The channel expansion of live streaming e-commerce is not entirely beneficial to suppliers, and there are critical conditions for opening live streaming channel: when competitors have a great impact and suppliers have smaller offline profits, opening live streaming channel is beneficial to suppliers; otherwise, opening livestreaming channel is not good for suppliers.

Key words: streamer type, Matthew Effect critical condition, change curve of streamer type, live streaming channel

张志坚, 陈振武, 万谧宇, 张智. 考虑主播类型的直播渠道定价与渠道选择策略研究[J]. 管理评论, 2024, 36(4): 142-153.

Zhang Zhijian, Chen Zhenwu, Wan Miyu, Zhang Zhi. Pricing and Channel Selection Strategies of Live Streaming Sales Considering Streamer Type[J]. Management Review, 2024, 36(4): 142-153.

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