河北农业科学2025，Vol.29Issue(5)：7-16,10.DOI:10.12148/hbnykx.20250087
流量溢出效应的农产品直播供应链模式选择
Selection of Agricultural Product Live Streaming Supply Chain Modes Based on Traffic Spillover Effect
摘要
Abstract
With the rise of online live streaming,the marketing mode of live streaming sales of agricultural products has also emerged.Three game modes including traditional channel,traditional channel+farmer self live streaming and traditional channel+vertical platform live streaming were constructed using game theory.The optimal product pricing and optimal live broadcasting mode selection of farmers under different modes were studied.Through game theory,farmers under different modes were explored.The results shows that farmers select live streaming sales when the live streaming traffic conversion rate traffic exceeds a certain critical value.After the introduction of live streaming,with the intensification of price competition among different channels,farmers and distributors have higher profits from traditional channel+farmer self live streaming channel than from traditional channel and vertical platformlive streaming.When the investment cost coefficient of live streaming traffic is higher than a certain value,the wholesale prices,retail prices,and traffic inputs of farmers,distributors,and vertical platforms all decrease with the increase of the investment cost coefficient.关键词
农产品供应链/直播带货/溢出效应/渠道选择Key words
Agricultural product supply chain/Live streaming sale/Spillover effect/Channel selection分类
管理科学引用本文复制引用
李海群,邵灵芝,朱梓青,丁小雪..流量溢出效应的农产品直播供应链模式选择[J].河北农业科学,2025,29(5):7-16,10.基金项目
国家自然科学基金青年项目"考虑产品绿色创新的互补产品供应链决策与优化研究"(71801004) （71801004）
安徽省教育厅高校人文社科优秀青年项目"市场与政策驱动的互补供应链减排策略和竞合博弈研究"(2022AH030041) （2022AH030041）
