This study investigates the manufacturer's live streaming sales strategy. Considering the vertical differences in products, we build a live streaming sales model for an e-commerce supply chain. We examined different live streaming channel strategies for the manufacturer, with the base strategy being no live streaming sales and the manufacturer only reselling a high-quality product on the e-commerce platform. The manufacturer's strategies for choosing live streaming include selling a high- or low-quality product on independent and e-commerce platform channels. We solve the solutions under different scenarios, comparing the equilibrium solutions and discussing the impact of live streaming under different channel models. We find that live streaming channel encroachment by the manufacturer can achieve a win–win situation for both the manufacturer and e-commerce platform, and the encroachment of a low-quality product can achieve a larger win–win situation. In the independent live streaming channel, the manufacturer chooses to sell a high-quality product under the quality and cost advantages. In the e-commerce platform's live streaming channel, the presence of commissions further influences the manufacturer's strategy. In the extended model, we analyze the spillover effect of live streaming sales. A multi-agent-based simulation model is developed to validate the conclusions of the main model.

中文翻译：

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直播电商供应链中厂商的渠道策略

本研究调查了制造商的直播销售策略。考虑到产品的垂直差异，我们构建了电商供应链的直播销售模式。我们研究了制造商不同的直播渠道策略，基本策略是不直播销售，制造商只在电商平台上转售优质产品。制造商选择直播的策略包括在独立和电商平台渠道上销售高质量或低质量的产品。我们求解不同场景下的解决方案，比较均衡方案并讨论不同渠道模型下直播的影响。我们发现，厂家对直播渠道的蚕食对于厂家和电商平台来说可以实现双赢，而劣质产品的蚕食则可以实现更大的双赢。在独立直播渠道中，厂家选择在质量和成本优势下销售优质产品。在电商平台的直播渠道中，佣金的存在进一步影响了厂商的策略。在扩展模型中，我们分析了直播销售的溢出效应。开发了基于多智能体的仿真模型来验证主模型的结论。