考虑质量努力和营销努力的直播电商服务供应链质量控制策略研究
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辽宁大学

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C93

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国家自然科学基金项目(青年项目)


Optimal Quality Control Strategy in Service Supply Chain of Live Streaming E-commerce Based on Quality Effort and Marketing Effort
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Liaoning University

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    摘要:

    直播电商作为电商市场的新趋势,日益受到人们的关注。本文研究了一个品牌服务提供商、一个主播和一个直播服务平台所组成的直播电商服务供应链质量努力策略问题。考虑主播不签约和主播签约两种情形,分别构建直播电商服务供应链成员的利润函数,以利润最大化为目标,运用博弈理论,优化得到两种情形下直播电商服务供应链成员最优质量努力策略和利润。通过算例分析,探讨主播佣金比例和直播服务平台抽成比例对服务供应链最优策略和最优利润的影响。研究结果表明:两种情形下主播服务质量努力随主播佣金比例的增加而增大,随直播服务平台抽成比例的增加而减少。而直播服务平台质量努力均随主播佣金比例和直播服务平台抽成比例的增加而增大。

    Abstract:

    As a new trend of e-commerce market, live streaming e-commerce is attracting more and more attention. Quality effort strategies of a live streaming e-commerce service supply chain containing a brand service provider, a streamer and a live streaming service platform are researched. By analyzing the two situations of whether the streamer signs contracts with the platform, we establish members’ profit functions respectively. Meanwhile, with the goal of profit maximization, the optimal quality effort strategy and profits of the supply chain members are obtained by using game theory. Through numerical simulation, we discuss the effects of the streamer commission proportion and proportion of live service platform on the optimal strategies and profits of the service supply chain. We can get the conclusions: In the two cases, the optimal service quality efforts of the streamer increase with the increase of the streamer commission proportion and decrease with the proportion of the live streaming service platform. But the optimal service quality efforts of the live streaming service platform increase with the increase of the streamer commission proportion and the proportion of the live streaming service platform in the two cases.

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  • 收稿日期:2020-08-29
  • 最后修改日期:2020-12-20
  • 录用日期:2021-01-08
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