Business

Pricing Power in the Context of Competition Between Platform Sales and Live Streaming Sales

S. Bai, Y. Xu, et al.

Discover how competition between platform sales and live streaming transforms pricing power in the supply chain ecosystem. This research by Shizhen Bai, Yun Xu, Hao He, and Dingyao Yu uncovers two stable strategies influencing this dynamic environment.

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Playback language: English

Index

Abstract

This paper investigates product pricing power in the context of competition between platform sales and live streaming sales. Using game theory, a three-party evolutionary game model (brand, streamer, traditional e-commerce platform) is constructed. The analysis reveals two evolutionary stable strategies: one where brands resist low-price negotiations, streamers avoid bargaining, and platforms avoid subsidies; the other where brands negotiate low prices, streamers bargain, and platforms provide subsidies. The study emphasizes the importance of the "people-goods-scene" perspective in understanding the complex dynamics of this supply chain ecosystem.

Publisher

Humanities and Social Sciences Communications

Published On

Sep 09, 2024

Authors

Shizhen Bai, Yun Xu, Hao He, Dingyao Yu

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