竞争力制造商的直播策略,考虑到信息披露和产品异质性
Liwen Liu1, Qing Wang1, Zonghuo Li1
1School of Politics and Public Administration, Soochow University, Wuzhong District, Suzhou, Jiangsu, China.
PloS one
|February 11, 2026
概括
现场直播策略对竞争制造商的定价和利能力产生影响. 高品质的产品在中等价值的健康状况下受益于直播,而低质量的产品在高健康状况下受益.
科学领域:
- 商业战略 商业战略
- 电子商务是电子商务.
- 营销 营销 分析 分析
背景情况:
- 现场直播是主要制造商采用的不断增长的销售道.
- 虽然直播可以为消费者提供信息,但产品适合性不匹配可能导致市场退出.
研究的目的:
- 为具有差异产品质量的竞争制造商建模直播开放策略.
- 分析产品质量对制造商直播决策的影响.
主要方法:
- 四种场景的游戏理论建模:没有直播 (NN),一个制造商直播 (DN/ND) 和两个直播 (DD).
- 分析产品质量和消费者健康状况如何影响战略选择.
主要成果:
- 开设直播频道的制造商可以收取更高的价格.
- 竞争对手的实时流媒体采用造成了下行价格压力.
- 现场直播的好处取决于产品质量和市场适应性:高质量的制造商在中等价值的适应性上获得优势,高质量的低质量适应性.
结论:
- 实时流媒体的采用并不普遍有益,取决于产品质量和市场状况.
- 关于直播频道的战略决策需要仔细考虑竞争动态和产品特点.
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