基于供应链决策优势的头部主播排他性与非排他性销售模式选择OA

By constructing a live supply chain model with two brands,head anchor and or-dinary anchor,the choice of exclusive and non-exclusive sales models by top streamers and its impact on brand pricing,live-streaming effort competition,and brand profits were ex-plored.The research results show that the sales model of top streamers will affect the dis-count offered by brands to them.Brands rely on the market share occupied by top stream-ers to determine the size of the discount(incentive).When the cross-substitution rate of the market and the market share occupied by top streamers are both small,top streamers should prioritize the exclusive sales model.When one of the cross-substitution rate of the market and the market share occupied by top streamers is large,top streamers will mostly adopt the non-exclusive sales model,enabling both brands and top streamers to achieve profit maximization.