Selection of Live-Streaming Sales Methods for the Manufacturer and Streamer: The Role of the MCN Institution

IF 2.5 3区经济学 Q2 ECONOMICS

Managerial and Decision Economics Pub Date : 2025-03-10 DOI:10.1002/mde.4480

Gaoke Wu, Wensheng Yang, Xinru Hou, Mengze Chen

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引用次数: 0

Abstract

To cater to consumer shopping habits and stimulate demand, manufacturers increasingly sell products through live streaming. However, challenges remain in selecting the most suitable live-streaming sales model. Additionally, it is also worth paying attention to whether the streamer chooses to sign with multi-channel network (MCN) institutions. Based on this, we have studied three live streaming sales methods: manufacturer-exclusive live streaming, unsigned streamer live streaming, and signed streamer live streaming. Firstly, the supply chain system involving the manufacturer, streamer, MCN institution, and live-streaming platform was constructed. Secondly, equilibrium results were obtained under different methods, and an analysis was conducted on the strategic choices and preferences of various parties regarding live-streaming sales methods. Finally, we further consider the manufacturer's strategy choices when facing streamers with different traffic levels and discuss the pure commission model in this research. The main findings are as follows: (i) The key to achieving the win-win situation for the manufacturer and streamer lies in the slot fee compensation coefficient, the sharing ratio charged by the MCN institution, and the streamer's salary. (ii) The MCN institution should appropriately reduce the sharing ratio to achieve cooperation with the manufacturer and streamer. (iii) The manufacturer will opt for the pure commission model only when the additional commission in this model is lower than the slot fee in the traditional commission model.

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制造商和流媒体销售方式的选择：MCN机构的作用

为了迎合消费者的购物习惯和刺激需求，制造商越来越多地通过直播销售产品。然而，在选择最合适的直播销售模式方面仍然存在挑战。此外，流媒体是否选择与多通道网络（multi-channel network， MCN）机构签约也值得关注。基于此，我们研究了三种直播销售方式：厂商独家直播、无签约直播、签约直播。首先，构建厂商、主播、MCN机构、直播平台的供应链体系。其次，在不同的方法下得到均衡结果，分析各方对直播销售方式的战略选择和偏好。最后，我们进一步考虑了制造商在面对不同流量水平的流媒体时的策略选择，并在本研究中讨论了纯佣金模型。主要研究结果如下：(1)厂商与主播实现双赢的关键在于插槽费补偿系数、MCN机构收取的分成比例和主播的薪酬。（ii） MCN机构应适当降低分成比例，实现与制造商和流线商的合作。（iii）只有当纯佣金模式的额外佣金低于传统佣金模式的插槽费时，制造商才会选择纯佣金模式。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Managerial and Decision Economics Multiple-

CiteScore

1.40

自引率

18.20%

发文量

242

期刊介绍： Managerial and Decision Economics will publish articles applying economic reasoning to managerial decision-making and management strategy.Management strategy concerns practical decisions that managers face about how to compete, how to succeed, and how to organize to achieve their goals. Economic thinking and analysis provides a critical foundation for strategic decision-making across a variety of dimensions. For example, economic insights may help in determining which activities to outsource and which to perfom internally. They can help unravel questions regarding what drives performance differences among firms and what allows these differences to persist. They can contribute to an appreciation of how industries, organizations, and capabilities evolve.