企業(yè)自播模式下直播電商供應(yīng)鏈垂直差異化產(chǎn)品策略研究

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中圖分類號：F724.6 文獻(xiàn)標(biāo)志碼：A DOI： 10.13714/j.cnki.1002-3100.2025.08.031

Abstract：Basedontheconsiderationoftheinfluenceofancors，thesensitivitycoeficientofconsumerstopricedierencsand product diference，asppychaincomposedofmanufacturersandeommerce platfors isonstructed，andtheptimalsoutions underdiferentsituations areobtainedbyconstructinga game modelandanalyzing the problem.Theconditions for manufacturers tosetupliveboadastchanelsarestudied，andtheotialproductstrategiesofmanufacurersinthenterpriseselfoadast mode are analyzed.The findings are as follows.HL strategy is the optimal product strategy when manufacturersonlyopen traditionalonlinechannels;whentheabilityoftheanchorisweakandtheconsumergroupofthelivebroadcastchanneissmall， themanufacture willnotopen the live broadcast channel; manufacturers can maximizecorporate profitsbychosingappopriate product strategies according to market environment and product differences.

Key words： live streaming e - commerce; supply chain management; diferentiated product; product strategies

0引言

隨著“互聯(lián)網(wǎng) + ”時代的到來，電子商務(wù)迅速普及，我國的數(shù)字經(jīng)濟(jì)得到迅速發(fā)展。（剩余9340字）