平台供应链视角下直播推荐服务模式选择策略

直播平台如何选择合理的推荐服务模式是提升其市场竞争力的关键。以平台供应链视角，考虑直播平台的独家推荐与非独家推荐两种服务模式，分别建立 Stackelberg 博弈模型并求解，探讨直播平台的最优推荐服务模式选择策略，进而分析直播平台推荐成本系数，佣金率与推荐费用对品牌商品售价，直播平台推荐水平及利润的影响。研究表明，直播平台的最优推荐服务模式受到平台推荐成本系数和推荐费用的影响，当直播平台的推荐成本系数或推荐费用较低时，直播平台选择独家推荐模式，否则选择非独家推荐模式。此外，当直播平台的推荐成本系数与推荐费用同时较低或较高时，品牌商能够与直播平台实现合作，达到双方共赢的局面。

A reasonable recommendation service mode is the key to enhancing market competitiveness. This paper studies the effects of exclusive and nonexclusive recommendation service modes from live streaming platform from the perspective of platform supply chain, by establishing Stackelberg game models. Then the optimal recommendation service mode strategy for live streaming platform is presented, and the effects of live streaming platform’s recommendation cost coefficient, commission rate and recommendation fee on the products’ price, recommendation level and profits are examined. The results show that the recommendation cost coefficient and recommendation fee affect the optimal recommendation service mode of the live streaming platform. When the platform’s recommendation cost coefficient or recommendation fee is low, the platform should choose the exclusive recommendation mode; Otherwise, it should choose the nonexclusive recommendation mode. When both the platform’s recommendation cost coefficient and recommendation fee are lower/higher, the brand vendor can cooperate with live broadcast platform to achieve win-win.