博弈视角下不同直播营销模式的服装电商决策分析北大核心CSCD

为探讨服装电商直播营销模式选择问题,本文使用博弈模型对比服装电商不开通直播、自主开通直播、邀请主播合作直播等不同模式下的预期销量和利润,并分析服装电商开通直播时利润随服装价格弹性系数、传统渠道市场份额变化情况。数值推导和仿真结果表明:1)服装电商开通直播时,利润随着价格弹性系数上升而下降,随传统渠道市场份额增加呈“U”型变化。2)实际转化率较低时,服装电商自主开通直播模式下的利润降低、邀请主播合作开通直播模式下的销量与利润都降低;实际转化率升高,开通直播模式下的销量与利润提高;实际转化率持续升高,邀请主播合作直播模式的销量与利润远高于不开通直播与自主直播模式。

Clothing e-commerce design-making analysis under different webcast marketing modes from the perspective of game theory

The development of webcast marketing has been stable with good momentum, and maintained a good growth trend in recent years. During the period from November 1 to November 11, 2021, the transaction volume of live broadcast platforms of the whole network reached 73. 756 billion yuan, of which the sales of " top anchors" Li Jiaqi, Wei Ya, and Cherie reached 10. 6 billion yuan, 8. 2 billion yuan, and 900 million yuan, respectively. Webcast marketing is also playing an increasingly important role in clothinge-commerce marketing. Webcast marketing has established different modes in the development process, such as no webcast marketing, independent webcast marketing, and inviting anchors to cooperate. Appropriate webcast marketing modes not only bring economic benefits to clothing e-commerce, but also create brand benefits. Therefore, as webcast marketing continuously tends to a good prospect, clothing e-commerce companies should flexibly choose webcast marketing model based on their own characteristics. In order to maximize the gain effect of webcast marketing onclothing e-commerce, the flow expansion effect, conversion rate, actual conversion rate and other parameters were introduced to establish a modelbased on game theory and according to the characteristics of webcast marketing. Different webcast marketing modes of clothing e-commerce were also analyzed, and the best price, sales volume, profit, etc. of clothing e-commerce under different broadcast marketing modes were obtained through the basic method of game theory, and the relationship between the profit of clothing e-commerce and the price elasticity coefficients and the market share of traditional channels under different webcast marketing modes was analyzed. At the same time, a comparative analysis was performed on the price, sales volume, profit, etc. under different live broadcast marketing modes, and how to choose a live webcast marketing mode for clothing e-commerce under different actual conversion rates. Finally, the simulation analysis of the entire model was conducted, and this paper concluded that not all clothing products are suitable for webcast marketing. Only by improving the quality of clothing products, the repurchase rate of webcast marketing customers can be improved to convert traffic into fixed channel sales, and continuously expand brand influence, thus truly achieving the goal of live broadcast. In the early stage of brand development, it is suggested to choose to cooperate with large-flow anchors, and with the continuous improvement of brand influence, it is suggested to gradually reduce webcast marketing with anchors and increase independent webcast marketing. In the early stage of brand development, more webcast marketing channels can be adopted to continuously expand brand influence; with the continuous improvement of the brand effect, management revelations such as reducing the proportion of webcast marketing channel sales should be adopted. The game method is used for the comparison and simulated analysis of different webcast marketing modes, and at the same time, quantitative methods are used to explore which webcast marketing mode the clothing e-commerce should choose and how to maximize the gain effect of webcast marketing on clothing e-commerce. The following conclusions are drawn: I) when clothing e-commerce chooses webcast marketing, profits decrease with the increase of the price elasticity coefficients, showing a " U"-shaped change with the increase of the market share of traditional channels. II) When the actual conversion rate is low, the profit of clothing e-commerce under the independent webcast marketing mode will decrease, and the sales volume and profits under the mode of inviting anchors to cooperate with clothing e-commerce will both decrease; as the actual conversion rate increases, the sales volume and profit under the webcast marketing mode will both increase; as the actual conversion rate continues to rise, the sales volume and profit under the mode of inviting anchors to cooperate with clothing e-commerce are much higher than that under the modes of no webcast marketing and independent webcast marketing. This article has achieved certain results in comparing different clothing e-commerce webcast marketing modes, and can provide a certain reference for clothing e-commerce to choose suitable webcast marketing modes, but due to the complexity of the operation and profit distribution of the " anchor webcast marketing + independent webcast marketing" mode, this mode has not been analyzed yet and it is expected to be analyzed separately in another article. © 2022 China Silk Association. All rights reserved.