店播制造商的第三方达人播渠道引入研究

doi:10.16381/j.cnki.issn1003-207x.2023.806

Abstract

Abstract:

E-commerce live streaming has emerged as a prevailing trend in China in recent years， prompting an increasing number of e-commerce manufacturers to participate actively in this popular online sales mode for enhanced consumer engagement. Within the e-commerce market， two distinct types of live streaming channels have been identified： The shop live streaming channel （S-Channel） and the third-party celebrity live streaming channel （T-Channel）. Over half of the e-commerce manufacturers have established their own shop live streaming channels to facilitate product sales， thus being referred to as SLSC-manufacturers throughout this paper. Despite possessing their dedicated S-Channels， these manufacturers occasionally resort to T-Channel for conducting product sales through live streams. Consequently， it is imperative for SLSC-manufacturers to devise effective strategies that enable a rational integration of T-Channel.Drawing on the real context of e-commerce live streaming， consumer uncertainty and waiting costs are incorporated to differentiate between S-Channel and T-Channel， thereby influencing consumers' preference choices and SLSC-manufacturers' decision-making regarding the introduction of T-Channels. If the SLSC-manufacturer opts against introducing T-Channel， they will solely rely on S-Channel for product sales. However， if they choose to introduce T-Channel， two potential strategies emerge： a dual-channel strategy （retaining S-Channel and introducing T-Channel） or a single-channel strategy （suspending S-Channel while introducing T-Channel）. Ultimately， employing backward induction analysis enables us to determine equilibrium in both scenarios.The primary findings are outlined below. （1） Whether adopting a dual-channel or single-channel strategy， the SLSC-manufacturer can achieve higher pricing for their product by introducing a T-Channel with low waiting costs. （2） If the SLSC-manufacturer adopts a single-channel strategy （suspending S-Channel and introducing T-Channel）， the final equilibrium strategy will only be influenced by the waiting cost and commission rates of T-Channel. When both the waiting cost and commission rates of T-Channel are low， the SLSC-manufacturer can achieve "win-win" cooperation with the celebrity live streamer through a single-channel strategy under the "pure commission rate" charging mode. Otherwise， the SLSC-manufacturer will not choose to introduce T-Channel. （3） If the SLSC-manufacturer adopts a dual-channel strategy （retaining S-Channel while introducing T-Channel）， the final equilibrium strategy will primarily depend on consumer uncertainty regarding S-Channel， waiting costs， and commission rates associated with T-Channel， as well as charging modes for celebrity live streamers' services. When consumer uncertainty in the S-Channel is high， and both waiting costs and commission rates in the T-Channel are low， the equilibrium strategy will degenerate to non-introduction of the T-Channel under “pure commission rates” charging mode， resulting in a “lose-lose” for both the SLSC-manufacturer and celebrity live streamer. Interestingly， switching to a “commission rate & fixed fee” charging mode in this aforementioned scenario allows both SLSC manufacturers and celebrity live streamer to achieve “win-win” cooperation through that dual-channel strategy.

Key words: e-commerce live streaming, dual-channel, shop live streaming, celebrity live streaming, celebrity live streamer

CLC Number:

F274

Yue Chen,Yong Wang,Yulan Duan, et al. Research on Manufacturers of Shop Live Streaming to Introduce Celebrity Live Streaming Channels[J]. Chinese Journal of Management Science, 2025, 33(10): 327-338.

Figures/Tables 12

符号	含义
$v$	消费者对于产品的保留价格
$U i j$	在 $j$ 策略下，消费者在 $i$ 渠道购买产品的效用
$θ$	达人主播收取的直播服务佣金费， $0 < θ < 1$
$f$	店播制造商向达人主播支付的坑位费
$β$	达人播渠道的等待成本， $0 < β < 1$
$k$	店播渠道的不确定性， $0 < k < 1$
$p i j$	在 $j$ 策略下， $i$ 渠道的产品定价
$q i j$	在 $j$ 策略下， $i$ 渠道的产品需求量
$π m j$	在 $j$ 策略下，店播制造商的利润
$π 3 p j$	在 $j$ 策略下，达人主播的利润
上标 $j$	$j = N, S T, T$ ； $N$ 表示不引入达人播，ST表示双渠道策略（保留店播&引入达人播），T表示单渠道策略（暂停店播&引入达人播）
下标 $i$	$i = s, t$ ； $s$ 表示店播渠道， $t$ 表示达人播渠道
$*$	均衡解

	N策略	ST策略	T策略
$p s j *$	$1 - k 2$	$1 - k k 2 - θ + β θ 2 + θ + k 2 - θ$	/
$p t j *$	/	$2 k - 1 + k β 2 + θ + k 2 - θ$	$1 - β 2$
$q s j *$	$12$	$k θ + β 1 + k 1 - θ k 2 + θ + k 2 - θ$	/
$q t j *$	/	$2 k - 1 + k β k 2 + θ + k 2 - θ$	$1 - β 2$
$π m j *$	$1 - k 4$	$1 - k β 1 + k 1 - θ + k θ k 2 - θ + β θ + k 2 - β - β 2 1 - θ k 2 + θ + k 2 - θ 2$	$1 - θ 1 - β 2 4$
$π 3 p j *$	/	$2 k - 1 + k β 2 θ k 2 + θ + k 2 - θ 2$	$θ 1 - β 2 4$

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文献	直播类型		渠道结构		研究视角
文献	店播	达人播	单渠道	双渠道	制造商	制造商和主播
汪乐等^[8]	√			√	√
Du等^[32]		√	√		√
Li等^[33]	√	√		√	√
Pan等^[34]		√		√	√
Zhen和Wang^[35]		√		√	√
Niu等^[36]		√		√	√
Huang等^[37]		√		√	√
Ye等^[38]		√		√	√
Zhang等^[39]	√	√		√	√
Zhang和Tang^[40]		√		√	√
本文研究	√	√	√	√	√	√

Research on Manufacturers of Shop Live Streaming to Introduce Celebrity Live Streaming Channels

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