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內(nèi)容提要

本期，繼續(xù)精讀期刊論文：《不同權(quán)力結(jié)構(gòu)下直播平臺(tái)供應(yīng)鏈推薦策略與協(xié)調(diào)研究》的學(xué)習(xí)。前面已經(jīng)學(xué)習(xí)了模型構(gòu)建與求解這一部分，本期將學(xué)習(xí)直播平臺(tái)推薦傭金契約協(xié)調(diào)。

In this issue, we continue the study of intensive reading journal paper: "Study on the recommendation strategy and coordination of the supply chain of live streaming platform under different power structures". The section of model construction and solving has been studied before, and this issue will study the contractual coordination of live platform recommendation.

本期內(nèi)容將從思維導(dǎo)圖、精讀內(nèi)容和知識(shí)補(bǔ)充三部分展開。

In this issue, we will start from three parts: mind map, intensive reading content and knowledge supplement.

思維導(dǎo)圖

思維導(dǎo)圖具體如下圖所示。

The mind map is shown in the following figure.

精讀內(nèi)容

文章指出分散決策下的利潤低于集中決策下的利潤，因?yàn)樵诜稚Q策下，品牌商對(duì)于產(chǎn)品價(jià)格的制定并不能去改變直播推薦水品高帶來的影響，例如，如果價(jià)格低，但是推薦水品也低，那么消費(fèi)者依舊不會(huì)購買產(chǎn)品。

The article points out that the profit under decentralized decision is lower than the profit under centralized decision, because under decentralized decision, the brand for the product price setting does not go to change the impact of the high recommended water products live, for example, if the price is low, but the recommended water products are also low, then consumers still will not buy the product.

因?yàn)殡p重邊際效應(yīng)的存在，整個(gè)供應(yīng)鏈無法達(dá)到最優(yōu)，所以需要對(duì)供應(yīng)鏈進(jìn)行協(xié)調(diào)。

Because of the existence of double marginal effect, the entire supply chain can not reach the optimal, so the need to coordinate the supply chain.

基于上述，作者提出了推薦傭金契約，即當(dāng)品牌商支付給直播平臺(tái)的傭金滿足公式（18）時(shí)，整個(gè)供應(yīng)鏈系統(tǒng)可以達(dá)到協(xié)調(diào)的目的。

Based on the above, the authors propose a referral commission contract, i.e., the whole supply chain system can achieve coordination when the commission paid by the brand to the live platform satisfies Equation (18).

這里考慮協(xié)調(diào)之后，品牌商和直播平臺(tái)利潤會(huì)相當(dāng)，可以得到公式（18）。具體計(jì)算過程如下圖所示：

Here, after considering the coordination, the brand and the live platform profit will be comparable, and we can get the formula (18). The specific calculation process is shown in the following figure.

接下來分別考慮不同權(quán)力結(jié)構(gòu)下的協(xié)調(diào)，無論是品牌商主導(dǎo)下還是直播平臺(tái)的協(xié)調(diào)，主要就是求出m參數(shù)的范圍，文章表明m的范圍需要滿足協(xié)調(diào)后的利潤大于協(xié)調(diào)前的利潤，即可。

The next step is to consider the coordination under different power structures respectively, either under the brand-led or live platform coordination, which is mainly to find out the range of m parameters. The article shows that the range of m needs to satisfy the profit after coordination is greater than the profit before coordination.

知識(shí)補(bǔ)充

雙重邊際效應(yīng)是由于供應(yīng)鏈雙方在決策時(shí)，追求自身利益最大化，而導(dǎo)致供應(yīng)鏈的整體效益低于供應(yīng)鏈雙方利益之和的現(xiàn)象。它產(chǎn)生的原因是因?yàn)楣?yīng)鏈成員之間缺乏合作。這也是文章中，為什么最后需要對(duì)供應(yīng)鏈進(jìn)行協(xié)調(diào)。

Double marginal effect is a phenomenon in which the overall benefit of the supply chain is lower than the sum of the benefits of both sides of the supply chain because both sides of the supply chain pursue their own interests to maximize when making decisions. It arises because of the lack of cooperation between supply chain members. This is why, in the article, the coordination of the supply chain is needed at the end.

仿射函數(shù)是指最高次數(shù)為1的多項(xiàng)式。在文章提到πｅ，πｌ均為集中決策下供應(yīng)鏈利潤函數(shù) π的仿射函數(shù)，是因?yàn)槲恼轮杏?jì)算供應(yīng)鏈整體利潤時(shí)，是將品牌商和直播平臺(tái)利潤進(jìn)行相加得到和，所以這里這樣說。

The affine function is a polynomial with the highest number of 1. In the article mentioned πe, πl(wèi) are the affine function of supply chain profit function π under centralized decision, because when calculating the overall supply chain profit in the article, the brand and live platform profit are summed up to get the sum, so it is said here.

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參考資料：谷歌翻譯、百度百科；

參考文獻(xiàn)：

[1]周馳,王藝馨,黃雅婷,許雅雯. 不同權(quán)力結(jié)構(gòu)下直播平臺(tái)供應(yīng)鏈推薦策略與協(xié)調(diào)研究[J]. 沈陽工業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版),2022,15(01):15-21.

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