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今天小编为大家带来知识打卡（九十四）

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内容提要

本期，继续精读期刊论文：《不同权力结构下直播平台供应链推荐策略与协调研究》的学习。前面已经学习了模型构建与求解这一部分，本期将学习直播平台推荐佣金契约协调。

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.

本期内容将从思维导图、精读内容和知识补充三部分展开。

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

思维导图

思维导图具体如下图所示。

The mind map is shown in the following figure.

精读内容

文章指出分散决策下的利润低于集中决策下的利润，因为在分散决策下，品牌商对于产品价格的制定并不能去改变直播推荐水品高带来的影响，例如，如果价格低，但是推荐水品也低，那么消费者依旧不会购买产品。

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.

因为双重边际效应的存在，整个供应链无法达到最优，所以需要对供应链进行协调。

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，作者提出了推荐佣金契约，即当品牌商支付给直播平台的佣金满足公式（18）时，整个供应链系统可以达到协调的目的。

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).

这里考虑协调之后，品牌商和直播平台利润会相当，可以得到公式（18）。具体计算过程如下图所示：

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.

接下来分别考虑不同权力结构下的协调，无论是品牌商主导下还是直播平台的协调，主要就是求出m参数的范围，文章表明m的范围需要满足协调后的利润大于协调前的利润，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.

知识补充

双重边际效应是由于供应链双方在决策时，追求自身利益最大化，而导致供应链的整体效益低于供应链双方利益之和的现象。它产生的原因是因为供应链成员之间缺乏合作。这也是文章中，为什么最后需要对供应链进行协调。

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.

仿射函数是指最高次数为1的多项式。在文章提到πｅ，πｌ均为集中决策下供应链利润函数 π的仿射函数，是因为文章中计算供应链整体利润时，是将品牌商和直播平台利润进行相加得到和，所以这里这样说。

The affine function is a polynomial with the highest number of 1. In the article mentioned πe, πl 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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参考资料：谷歌翻译、百度百科；

参考文献：

[1]周驰,王艺馨,黄雅婷,许雅雯. 不同权力结构下直播平台供应链推荐策略与协调研究[J]. 沈阳工业大学学报(社会科学版),2022,15(01):15-21.

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