覃学苦练（58）：精读期刊论文比较分析

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“覃学苦练（58）：精读期刊论文《直播模式对电商供应链定价与质量决策的影响研究》比较分析”
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Dear, this is LearningYard Academy.
Today, the editor brings you an article.
“Qin Xueku Lian (58): A Comparative Analysis of the Journal Article ‘Research on the Impact of Live Streaming Model on Pricing and Quality Decisions in E-commerce Supply Chains’”
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一、思维导图（Mind mapping）

本期内容将接着给大家带来该论文比较分析部分的精读分享。该部分通过对比店铺自播与主播带货两种模式，分析成本系数对价格、质量控制、平台检查水平及利润的影响，为模式选择提供参考。

This issue will continue to bring you a detailed reading and sharing of the comparative analysis part of the paper. This part compares the two modes of store self-broadcasting and anchor-led sales, analyzes the impact of cost coefficients on price, quality control, platform inspection level and profit, and provides a reference for model selection.

二、精读内容（Intensive reading content）

该部分通过对比店铺自播与主播带货两种模式，从销售价格、产品质量控制水平、平台质量检查水平、制造商利润及平台利润等维度，分析不同成本系数对两种模式的影响，揭示了不同条件下两种模式的优劣势，为制造商和平台选择直播模式提供了关键参考，助力理解直播电商供应链中质量与定价决策逻辑。

This section compares the two modes of store self-broadcasting and anchor live streaming, and analyzes the impact of different cost coefficients on the two modes from the dimensions of sales price, product quality control level, platform quality inspection level, manufacturer profit and platform profit. It reveals the advantages and disadvantages of the two modes under different conditions, provides a key reference for manufacturers and platforms to choose the live streaming mode, and helps to understand the quality and pricing decision-making logic in the live streaming e-commerce supply chain.

（一）销售价格的差异及影响因素（Differences in sales prices and influencing factors）

销售价格的高低受质量成本系数的直接影响。当质量成本系数处于较低水平（小于某一阈值）时，店铺自播模式下的产品零售价格高于主播带货模式。这是因为此时制造商在质量控制上的投入成本较少，有足够的空间为主播提供更大的折扣，主播带货能够以更优惠的价格吸引消费者；而当质量成本系数超过该阈值，即质量控制投入成本较高时，情况则相反，店铺自播模式的销售价格低于主播带货模式。此时，制造商因质量控制成本增加，难以给予主播较大优惠，通过自身店铺自播，能更直接地掌控产品价格，避免因成本过高导致价格失控。

The retail price is directly influenced by the quality cost coefficient. When the coefficient is low (below a threshold), the retail price under self-broadcasting is higher than under influencer streaming, as manufacturers can offer greater discounts due to lower quality control costs. However, when the coefficient exceeds the threshold, the situation reverses—higher quality costs limit discounts for influencers, making self-broadcasting more cost-effective and price-controllable.

（二）产品质量控制水平的对比及成因（Comparison and causes of product quality control levels）

产品质量控制水平的差异与直播电商平台的质量检查成本系数密切相关。当质量检查成本系数小于某一阈值时，店铺自播模式下的产品质量控制水平高于主播带货模式。这是由于平台在质量检查上投入的成本较小，质量检查环节相对宽松，制造商在自播模式下能够更自主地把控产品质量，无需过多受外部因素干扰；当质量检查成本系数超过该阈值，即平台在质量检查上投入较大时，主播带货模式下的产品质量控制水平更高。因为平台检查力度加大，制造商为避免产品出现质量问题导致“翻车”，会在委托主播带货时更严格地控制产品质量，以应对平台的严格检查。

The difference in product quality control levels is closely related to the platform’s quality inspection cost coefficient. When the cost coefficient is below a certain threshold, the quality control level under the store-owned live streaming model is higher than that under the influencer-led model. This is because limited platform investment in quality inspection results in relatively lax oversight, allowing manufacturers greater autonomy in managing product quality with minimal external interference. However, when the cost coefficient exceeds the threshold—indicating higher platform investment in inspection—the quality control level becomes higher under the influencer-led model. In this case, stricter platform scrutiny compels manufacturers to enforce tighter quality control when collaborating with influencers, in order to avoid reputational risks caused by product quality failures during live promotions.

（三）直播电商平台最佳质量检查水平的对比（Comparison of optimal quality inspection levels on live streaming e-commerce platforms）

无论其他条件如何变化，直播电商平台的最佳质量检查水平始终在店铺自播模式下更大。这意味着在店铺自播场景中，平台会投入更多的资源和精力用于产品质量检查。可能是因为自播模式下平台与制造商的直接关联更紧密，对产品质量的把控责任感知更强，从而更注重提升检查水平，以维护平台的声誉和消费者信任。

Regardless of other conditions, the platform’s optimal quality inspection level is consistently higher under the store-owned live streaming model. This suggests that platforms allocate more resources to quality checks in this scenario, likely due to closer ties with manufacturers and a stronger sense of responsibility for product quality, aiming to protect platform reputation and consumer trust.

（四）制造商利润的差异及关键条件（Differences in manufacturer profit and key determinants）

制造商利润的高低取决于质量成本系数和店铺自播固定成本。当产品的质量成本系数小于某一阈值（即质量控制投入成本较低），或者店铺自播所需的固定成本大于某一阈值时，主播带货模式下制造商的利润高于店铺自播模式。这是因为借助主播的流量和影响力，能够快速吸引消费者，增加产品销量，扩大市场需求，进而提升利润；而当质量成本系数超过该阈值（即质量控制成本较高），或者店铺自播的固定成本小于该阈值时，店铺自播模式下制造商的利润更高。此时，制造商通过自播可以减少中间环节的成本（如主播佣金等），更有效地控制整体成本，从而实现利润的提升。

Manufacturer profit depends on the quality cost coefficient and the fixed cost of store-owned live streaming. When the quality cost coefficient is below a certain threshold or the fixed cost of store streaming exceeds a threshold, influencer-led streaming yields higher profit due to greater consumer reach and increased sales. Conversely, when quality control is costly or store streaming requires lower fixed cost, the store-owned model becomes more profitable by reducing intermediary expenses and enabling better cost control.

（五）直播电商平台利润的对比（Comparative analysis of platform profit in live streaming e-commerce）

直播电商平台的利润始终在店铺自播模式下更大。这可能是由于在店铺自播模式中，平台与制造商的合作模式更直接，抽成方式等因素使得平台能够从交易中获得更多收益；而在主播带货模式中，存在主播这一中间环节，主播的佣金抽成可能分流了部分平台的利润空间，导致平台在该模式下的利润相对较低。

Platform profit is consistently higher under the store-owned live streaming model. This likely results from a more direct cooperation with manufacturers and favorable commission structures. In contrast, the influencer-led model involves intermediaries whose commissions reduce the platform’s share, lowering overall profit.

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