不同权力结构下直播平台供应链推荐策略与协调研究

考虑单个品牌商和直播平台组成的平台供应链，采用Stackelberg博弈理论分别构建了以品牌商为主导的分散决策模型、以直播平台为主导的分散决策模型以及集中决策模型，求解和比较了不同权力结构模型下品牌商的最优定价、直播平台的最优推荐水平、供应链系统利润。研究发现：在分散决策模型中，当供应链成员中某一方主导时，其利润总是高于另一方的利润；不论是品牌商主导还是直播平台主导，产品最优定价、平台的最优推荐水平以及供应链利润均小于集中决策模式下的最优均衡解。为了改善分散决策下直播平台供应链各成员利润较低的现象，提出了一个推荐佣金契约来协调不同权利结构下供应链的决策模型，该契约可以使供应链成员以及总体利润实现更优。

A platform supply chain is supposed which is composed of a single brand and a live streaming platform. The Stackelberg game theory is used to construct the decentralized decision-making model led by the brand, the decentralized decision-making model led by the live streaming platform and the centralized decision-making model respectively. The solutions are arrived on the optimal pricing of the brand, the optimal recommendation level of the live streaming platform, and the supply chain system profit under different power structure models. It is found that in the decentralized decision-making model, when one party in the supply chain is dominant, its profit is always higher than that of the other party. The optimal pricing of products, the optimal recommendation level of the platform and the profit of the supply chain are less than the optimal equilibrium solution under the centralized decision-making mode. In order to improve the low profit of each member of the live streaming platform supply chain under decentralized decision-making, a recommended commission contract is proposed to coordinate the supply chain decision-making model under different power structures. It is found that the contract can make the supply chain members and the overall profit better.