青岛大学学报（自然科学版）2026，Vol.39Issue(1)：35-44,10.DOI:10.3969/j.issn.1006-1037.2026.01.06
基于供应链决策优势的头部主播排他性与非排他性销售模式选择
Choice between Exclusive and Non-exclusive Sales Models for Leading Live-streaming Hosts Based on Supply Chain Decision-making Advantages
摘要
Abstract
By constructing a live supply chain model with two brands,head anchor and or-dinary anchor,the choice of exclusive and non-exclusive sales models by top streamers and its impact on brand pricing,live-streaming effort competition,and brand profits were ex-plored.The research results show that the sales model of top streamers will affect the dis-count offered by brands to them.Brands rely on the market share occupied by top stream-ers to determine the size of the discount(incentive).When the cross-substitution rate of the market and the market share occupied by top streamers are both small,top streamers should prioritize the exclusive sales model.When one of the cross-substitution rate of the market and the market share occupied by top streamers is large,top streamers will mostly adopt the non-exclusive sales model,enabling both brands and top streamers to achieve profit maximization.关键词
排他性策略/头部主播/价格竞争/直播努力竞争/直播模式选择Key words
exclusivity strategy/head anchor/price competition/live streaming efforts competition/selection of live broadcast mode分类
管理科学引用本文复制引用
陆畅,陈妍,李伟,胡劲松..基于供应链决策优势的头部主播排他性与非排他性销售模式选择[J].青岛大学学报（自然科学版）,2026,39(1):35-44,10.基金项目
国家自然科学基金(批准号:72474112,72202113)资助 （批准号:72474112,72202113）
山东省自然科学基金(批准号:ZR2023MG063)资助. （批准号:ZR2023MG063）
