618 / 2024-04-27 23:39:14

Pricing Strategy Research in Live Streaming E-commerce Supply Chain Considering the Type of Streamer

Live-Streaming E-commerce Supply Chain, Game Theory, Streamer

The burgeoning field of live-streaming e-commerce has necessitated the reevaluation of traditional supply chain pricing strategies to incorporate the distinct characteristics of streamers. This paper investigates the influence of streamer types, specifically the number of fans, on the pricing strategies within the live-streaming e-commerce supply chain. It utilizes a game-theoretic framework to analyze how the popularity of streamers impacts the pricing decisions and profit distribution among suppliers, streamers, and consumers. The study posits that the number of fans, as a measure of a streamer's influence, plays a critical role in shaping the dynamics of the supply chain, affecting everything from product pricing to promotional strategies.

Our findings suggest that streamers with larger fan bases can leverage their influence to negotiate better terms with suppliers, leading to a shift in the supply chain's power dynamics. This can result in more favorable pricing for the streamers and potentially higher prices for consumers. Additionally, the study explores the interdependent relationships between streamers, suppliers, and consumers, proposing that a collaborative approach can lead to optimized pricing strategies that benefit all parties involved.

The paper contributes to the existing literature by providing a comprehensive model that integrates the social influence of streamers into the economic analysis of live-streaming e-commerce supply chains. This model helps to understand how different levels of streamer popularity affect the competitive landscape and can guide businesses in developing more effective pricing and marketing strategies in this burgeoning sector.