系统管理学报2026，Vol.35Issue(1)：127-143,17.DOI:10.3969/j.issn2097-4558.2026.01.010
考虑策略消费者的网络零售商直播促销定价策略
Live-Stream Promotional Pricing Strategies of Online Retailers Considering Strategic Consumers
摘要
Abstract
As competition in online retail intensifies,live-stream promotion has become a critical marketing tool.However,strategic consumers'intertemporal waiting behavior poses new challenges to retailers'live-streaming promotion decisions.Based on consumers'strategic purchasing behavior,this paper develops two-stage pricing decision models for retailers under platform-based promotions and live-streaming promotions.It further analyzes the influence of strategic consumer behavior,the extent to which live streaming affects consumers'product valuations,and the streamer's commission rate on the retailer's optimal pricing and promotional strategies.The results show that both the degree to which live streaming enhances consumers'product valuations and the streamer's commission rate can either amplify or mitigate strategic consumer behavior.Optimal pricing and discount rates under live-streaming promotions are not always lower than those under platform promotions.Compared with platform promotions,live-streaming promotions do not always yield higher profits for retailers.Only when the streamer's commission rate is low and live streaming effectively increases consumers'product valuations can live-streaming promotions significantly enhance retailer profits.Moreover,the higher the proportion of strategic consumers and the stronger their strategic behavior,the more pronounced the profit advantage of live-streaming promotions over platform promotions.Under certain conditions,live-streaming promotions can also increase consumer surplus and social welfare.This paper identifies key factors influencing firms'promotional decisions in live-streaming contexts and provides theoretical guidance for online retailers to optimize their promotional strategies.关键词
策略消费者/两阶段定价策略/促销策略/直播营销Key words
strategic consumers/two-stage pricing strategy/promotion strategy/live-streaming marketing分类
管理科学引用本文复制引用
杨文娟,张建同,杨文婷,韦金香..考虑策略消费者的网络零售商直播促销定价策略[J].系统管理学报,2026,35(1):127-143,17.基金项目
国家自然科学基金资助项目(72301127,72271116,72371188,71971156) （72301127,72271116,72371188,71971156）
