How live-streaming commerce interacts with two-period pricing when selling to strategic customers

IF 6 2区 管理学 Q1 OPERATIONS RESEARCH & MANAGEMENT SCIENCE
Pingping Chen, Lei Xie, Lu Dai, Zhuzhu Song
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Abstract

Live-streaming commerce serves as a novel marketing tool in the digital era, facilitating real-time interactions between streamers and customers to enhance product sales. However, the transition back to solely traditional online channels following live-stream events presents decision-making challenges for firms regarding dynamic pricing, price commitment, and price matching schemes, particularly when dealing with strategic customers. We develop a two-period theoretical model to explore the selection of pricing schemes by a firm who may launch a live-streaming sales. Our analysis reveals that while live-streaming cannot necessarily enhance profitability under price commitment scheme, it significantly boosts profits under dynamic pricing and price matching schemes due to amplified pricing flexibility. The increased customer patience in strategic waiting diminishes the benefits of live-streaming under dynamic pricing, whereas it enhances them under price matching with reimbursement mechanisms. Moreover, dynamic pricing and price matching schemes, traditionally perceived as less favorable, emerge as potentially more effective due to the real-time value enhancement effect of live-streaming commerce, which can mitigate customers’ strategic delay in purchasing decisions. The firm’s selection of an optimal pricing scheme under live-streaming commerce can also maximize consumer surplus, thereby enhancing social welfare and promoting a positive image of corporate social responsibility advocated by governmental bodies. This “win-win-win” scenario for the firm, customers, and government can be achieved through dynamic pricing or price commitment schemes. In this context, a conducive social environment can be fostered, enabling all participants to collaborate in expanding opportunities and benefiting everyone.
向战略客户销售时,直播商务如何与两期定价相互作用
直播商业是数字时代的新型营销工具,可以促进主播和客户之间的实时互动,从而提高产品的销售。然而,随着直播事件的发生,向传统在线渠道的转变给企业在动态定价、价格承诺和价格匹配方案方面带来了决策挑战,尤其是在处理战略客户时。我们开发了一个两期理论模型来探讨一个可能推出直播销售的公司对定价方案的选择。我们的分析表明,虽然在价格承诺方案下,直播不一定能提高盈利能力,但在动态定价和价格匹配方案下,由于价格灵活性的增强,直播能显著提高利润。在动态定价下,客户在策略性等待中的耐心增加会降低直播的收益,而在与报销机制相匹配的价格下,则会提高直播的收益。此外,传统上被认为不太有利的动态定价和价格匹配方案,由于直播商业的实时价值提升效应,可能会变得更有效,这可以减轻客户在购买决策方面的战略延迟。企业在流媒体商务下选择的最优定价方案也可以最大化消费者剩余,从而提高社会福利,促进政府机构所倡导的企业社会责任的积极形象。这种企业、消费者和政府的“三赢”局面可以通过动态定价或价格承诺方案来实现。在此背景下,可以营造一个有利的社会环境,使所有参与者能够合作扩大机会并使每个人受益。
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
European Journal of Operational Research
European Journal of Operational Research 管理科学-运筹学与管理科学
CiteScore
11.90
自引率
9.40%
发文量
786
审稿时长
8.2 months
期刊介绍: The European Journal of Operational Research (EJOR) publishes high quality, original papers that contribute to the methodology of operational research (OR) and to the practice of decision making.
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