考虑直播带货溢出效应的双渠道供应链决策研究

With the rise of the live-streaming industry, live-streamed sales have increasingly garnered widespread attention from supply chain members, leading more companies to work with Key Opinion Leaders (KOLs) for the sale of products. However, interacting with KOLs can generate different spillover effects. This study investigates how spillover effects influence equilibrium outcomes for supply chain members across three scenarios: no KOL involvement, manufacturer-KOL collaboration (MK), and retailer-KOL collaboration (RK). The findings indicate that, as the spillover effects of live-streaming change, manufacturers tend to favor the RK scenario. The underlying principle is that if live-streaming leads to negative spillover effects, manufacturers may set higher wholesale prices in the RK scenario to boost profits. Conversely, if live-streaming in the RK scenario generates positive spillover effects, manufacturers can leverage this to increase their profits. Thus, the RK scenario is often the optimal choice for manufacturers to maximize their profits, while retailers have more options depending on the conditions.