关键词: 双渠道供应链, 定价协调, 博弈论, 主播营销努力

Abstract: With the popularization and development of network information technology and e-commerce, enterprises have opened up online direct sales channels and introduced live streamers for platform broadcasting. To investigate the impact of anchor marketing efforts on dual channel supply chain pricing, market demand, and profits, and to explore the coordination effect of supply chain contracts when considering live streaming marketing, the paper constructs a dual channel supply chain game model for anchor marketing efforts, solves the optimal decisions of the dual channel supply chain with and without anchor marketing efforts, and compares them. In addition, wholesale price contract and two-part tariff contract are used to coordinate the supply chain. Research has found that, compared with not considering the anchor’s marketing efforts, considering such efforts can increase the supply chain’s final profit although it requires initial investment costs. Therefore, for enterprises, considering anchor marketing efforts within an affordable range is beneficial for achieving profit growth. In terms of contract coordination, a wholesale price contract cannot achieve supply chain coordination, while a two-part tariff contract can achieve supply chain coordination and win-win outcomes for supply chain members by adjusting the scope of fixed fees. Therefore, maintaining close cooperation with supply chain members is beneficial for achieving “win-win” supply chain coordination and alleviating the double marginalization effect.

Key words: dual-channel supply chain, pricing coordination, game theory, anchor marketing effort