考虑直播带货溢出效应的双渠道供应链决策研究
Research on Dual-Channel Supply Chain Decisions Considering the Spillover Effect of Livestreaming Sales
随着直播行业的兴起，直播带货逐渐受到供应链各成员的广泛关注，这也导致越来越多的商家选择与关键意见领袖(即KOL)合作来销售产品。然而，在双渠道供应链中，与KOL合作可能会带来正面或负面的溢出效应。本研究考察了在无KOL情景、制造商与KOL合作情景(MK)和电子零售商与KOL合作情景(RK)三种情景下，溢出效应对供应链成员均衡结果的影响。研究表明，随着直播溢出效应的变化，制造商总是倾向于RK场景。其基本原理是，如果直播带来负面溢出效应，制造商可能会…查看全部>>
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-…查看全部>>
段晓慧、方青
经济计划、经济管理贸易经济
企业管理直播溢出效应双渠道供应链关键意见领袖
business managementlive-streamingspillover effectdual channel supply chainkol
段晓慧,方青.考虑直播带货溢出效应的双渠道供应链决策研究[EB/OL].(2024-11-19)[2025-04-08].http://www.paper.edu.cn/releasepaper/content/202411-34.点此复制
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