关键词: 直播供应链, 协调契约, 直播营销努力, 主播声望, 谈判势力

Abstract: The coordination of the live streaming supply chain is an important guarantee for promoting the development of the digital economy and maintaining the resilience and stability of the supply chain. Aiming at the problem of coordinating-contract selection in the live streaming supply chain, a two- echelon supply chain game model consisting of a manufacturer and a live streaming platform is constructed, and the optimal decision-making and profit differences of the live streaming supply chain under cost sharing and revenue sharing contracts are compared and analyzed, and the impact of the contract on the optimal decision-making and profit of the live streaming supply chain through negotiation and non-negotiation is explored. The study finds that：（1）The live-streaming effort level under the revenue sharing contract is higher than that under the cost sharing contract, but the wholesale price is lower than that under the cost sharing contract, and which retail price is higher under the two contracts depends on a threshold value. （2）Whether it is the profit of supply chain members or the overall profit, the revenue sharing contract is better than the cost sharing contract. （3）The reputation of streamer positively affects the live-streaming efforts and retail prices, and the impact on members profit and overall profit of the live streaming supply chain decreases and then increases. （4）Compared with the non-bargaining situation, in the case of equal bargaining power, the overall profit of the live-streaming supply chain and the profit of manufacturer under both contracts increase, while the profit of the live streaming platform decreases. When the bargaining power is not equal, the overall profit of the live streaming supply chain under both contracts increases with the increase of the bargaining power of the manufacturer.

Key words: live streaming supply chain, coordination contract, live streaming marketing efforts, streamer reputation, bargaining power