直播电商供应链价值共创与利润分配机制研究

• 作者： 李子庆 ¹ 杨威 ¹
• 作者单位：
  1.  滁州职业技术学院
• 提交时间：2024-10-17

摘要: 随着直播电商的迅猛发展，以直播电商平台为核心环节的直播电商供应链化解了上游制造业与消费者个性化需求之间的矛盾，为解决国内制造业转型升级和消费升级等问题提供了有益参考。直播电商平台作为供应链上的价值共创主体，通过与上游制造商、MCN机构(主播)和消费者的持续性互动交流，最终实现价值共创和多方共赢。本文以直播电商供应链为研究对象，分析直播电商供应链的现状与瓶颈，解构了直播电商供应链价值共创一般模式及共创机理，并探究了直播电商供应链参与主体利益分配的原则和机制。

Abstract: With the rapid development of live-broadcasting e-commerce, the supply chain of live-broadcasting e-commerce with live-broadcasting e-commerce platforms as the core link resolves the contradiction between upstream manufacturing and consumers’ personalized demands, providing a useful reference for solving the problems of transformation and upgrading of the domestic manufacturing industry and consumption upgrading. As the main body of value co-creation in the supply chain, the live-broadcasting e-commerce platforms ultimately achieve value co-creation and multi-party win through continuous interaction and communication with upstream manufacturers, MCN agencies (anchors), and consumers. This paper takes the supply chain of live-broadcasting e-commerce as the research object, analyses the status quo and bottlenecks of the supply chain of live-broadcasting e-commerce, deconstructs the general model of value co-creation and co-creation mechanism of the supply chain of live-broadcasting e-commerce, and explores the principles and mechanisms of benefit distribution of the main parties involved in the supply chain of live-broadcasting e-commerce.

• 分类： 应用经济学 >> 贸易经济
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第1期
• 引用： PSSXiv:202410.02515 (或此版本 PSSXiv:202410.02515V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.01.045
  CSTR:32012.36.PSSXiv.202410.02515
• 推荐引用方式： 李子庆,杨威.直播电商供应链价值共创与利润分配机制研究.中国商论,2024(1).[DOI:10.19699/j.cnki.issn2096-0298.2024.01.045] (点此复制)