Abstract：Taking the supply chain composed of live broadcast platform, social media influencer team and e-commerce seller as the research object, considering the influence of social media influencer live broadcast on demand, and building supply chain decision-making models under three power structures: e-commerce seller-led, online celebrity team-led and equal power. The comparative analysis among the models and the sensitivity analysis of key parameters are carried out. The results show that: First of all, the profits of e-commerce seller, social media influencer team, live broadcast platform, total consumer utility and social welfare are positively correlated with social media influencer personal influence and live broadcast marketing cost efficiency. Secondly, in three cases, the relationship between the profits of e-commerce seller and the profits of social media influencer team is closely related to the cost efficiency of live marketing. What’s more, the total utility of consumers and social welfare are the largest when the power of e-commerce seller and social media influencer team is equal, followed by e-commerce seller dominates the supply chain, and the smallest when social media influencer team dominates the supply chain.
于天阳，关志民，董经洋，曲优. 不同权力结构下考虑网红营销努力的直播电商供应链决策研究[J]. 管理学报, 2022, 19(5): 714-.
YU Tianyang，GUAN Zhimin，DONG Jingyang，QU You2. Research on Live E-Commerce Supply Chain Decision-Making Considering Social Media Influencer’s Marketing Efforts under Different Power Structures. Chinese Journal of Management, 2022, 19(5): 714-.
