关键词(知识打卡104关键词总结与概念解释)

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知识打卡(104):关键词总结与概念解释

内容提要

本期小编要分享的是开题报告中关于题目中存在的一些关键词的概念解释,帮自己理清楚各关键词之间的联系,也是进一步加强对这些关键词的理解。

In this issue, I would like to share the explanation of the concept of some keywords present in the topic in the opening report to help yourself sort out the connection between the keywords and also to further strengthen your understanding of these keywords.

本期内容将从思维导图、关键词概述两部分展开。

In this issue, we will start from the two parts of mind map and keyword definition explanation.

思维导图知识打卡(104):关键词总结与概念解释

关键词概述

【直播电商】

直播电商,从字面理解就是网络直播+电商,是在互联网时代,通过网络直播方式引导消费者购买相关产品或服务的电子商务创新模式。

直播电商于2015年开始初露头角,随后2016年淘宝开始试水直播电商,在接下来的几年间,直播电商展示了强大的经济赋能作用,呈现出一种新的经济特征。

直播电商以“人、货、场”核心,以优化“成本、效率、体验”作为目标,将消费者的购物需求与情感需求融合,满足消费者购物、娱乐、社交多维一体需求[1]。

Live e-commerce, literally webcasting + e-commerce, is an innovative model of e-commerce that guides consumers to purchase related products or services through webcasting in the Internet era.

Live e-commerce began to emerge in 2015, followed by Taobao in 2016, and over the next few years, live e-commerce has demonstrated strong economic empowerment and presented a new economic characteristic.

With the core of "people, goods, and field" and the goal of optimizing "cost, efficiency, and experience", live e-commerce integrates consumers' shopping needs with their emotional needs to meet their multi-dimensional needs of shopping, entertainment, and social interaction [1].

直播电商中参与主体可包含商家、消费者、直播机构(直播平台+主播)。

直播电商可以划分为两类:(1)商家为主播,也称为自营直播,如Olay等品牌在淘宝直播中都有自己独立的主播。此种直播模式下,由于商家对产品了解的会更详细,能对商品做更细致的讲解。

(2)外包直播,商家通过与直播机构合作来售卖其商品,此时的主播通常是网红、明星等具有一定流量的 IP,如淘宝网红主播李家琦和薇娅。此种直播模式下,主播已经具有流量了,且直播技巧、经验丰富,能够提高产品的曝光度。

Participating subjects in live e-commerce can include merchants, consumers, and live broadcast organizations (live broadcast platform + anchor).

Live e-commerce can be divided into two categories: (1) merchants as anchors, also known as self-owned live, such as Olay and other brands in Taobao live have their own independent anchors. This kind of live mode, because the merchant will understand the product in more detail, can do more detailed explanation of the goods.

(2) outsourcing live broadcast, the merchant through the cooperation with live broadcast agencies to sell their products, the anchor is usually a net star, celebrities and other IP with a certain amount of traffic, such as Taobao net star anchor Li Jiaqi and Weiya. In this kind of live broadcast mode, due to the large scale of the anchor's fans, live broadcast skills and experience, some fans have a high degree of identification with them.

【直播电商供应链】

直播电商供应链是传统供应链的一个新物种,这样的“供应链”,离货更近,离主播更近,也离消费者的需求更近。和传统的供应链模式相比,主播作为需求(导购)端,直接和产品的生产端相连,去掉了零售商这个载体。

消费者购物方式的改变,直接影响了供应链的响应速度,物流的出货速度,库存的消化周期。直播机构中的主播们以巨大的流量节点支撑,通过直播的驱动,将消费者,电商平台,品牌方整合到了一起,形成一个庞大的供应链网络体系,互相协同,快速迭代。

This "supply chain" is closer to the goods, closer to the anchor, and closer to the consumer's demand. Compared with the traditional supply chain model, the anchor, as the demand (shopping guide) side, is directly connected with the production side of the product, eliminating the retailer as a carrier.

The change of consumer shopping mode directly affects the response speed of the supply chain, the shipping speed of logistics, and the digestion cycle of inventory. The anchors in the live broadcast organization are supported by huge traffic nodes, and through the drive of live broadcast, consumers, e-commerce platforms, and brands are integrated together to form a huge supply chain network system, which collaborates with each other and rapidly iterates.

下图是小编构建的制造商在拥有线上销售渠道的同时,分别进行两种不同直播模式下的直播电商供应链结构。

The following figure is a small construction of the manufacturer to carry out two different live mode of live e-commerce supply chain structure.

知识打卡(104):关键词总结与概念解释

【预期后悔】

根据消费者决策时间,从决策开始点到决策点这一过程中个体可能产生的消极情绪称为预期后悔(anticipated regret),也就是消费者在做出决策前会考虑到这一决定带来负效用而产生的后悔行为[2-3]。

按照上面预期后悔的定义,我们可以得到消费者在进行直播电商中购物决策时,可能会预估自己悔出现缺货后悔,或为产品的价值低的预期后悔;消费者面对线下购物时,又会对比直播电商中的价格,预估自己会出现价高后悔。

相较于传统线下购物,商家可以在直播中可以给出更低的价格,据中国青年报社社会调查中心联合问卷网,对千名受访者进行的一项调查显示,参与“双11”直播购物,68.7%的受访者是因为有优惠且需要。

在网络直播购物过程中,消费者处于一种高刺激性的购物情境中,会受到直播间里其他消费者的竞争性影响以及低价的吸引,产生冲动购买行为,等退出直播间冷静之后,考虑多方因素之后便出现预期后悔,产生退货行为。直播电商发展时间短,产品良莠不齐,货不对板等问题也更多,这导致了消费者预期后悔现象更加普遍,直播电商退货率相对偏高。

According to the consumer decision time, the negative emotions that may arise in the process from the decision start point to the decision point is called anticipated regret, that is, the consumer will consider the negative utility of the decision before making the regret behavior.

Compared to traditional offline shopping, businesses can give lower prices in the live broadcast, according to a survey conducted by the China Youth Daily Social Survey Center in conjunction with questionnaire.com, a survey of 1,000 respondents showed that 68.7% of respondents participated in the "Double 11" live shopping because they had a discount and needed The survey showed that 68.7% of the respondents participated in the "Double 11" live shopping because of the discount and need. However, in the process of live web shopping, consumers are in a highly stimulating shopping situation, will be attracted by the competitive influence of other consumers in the live room or price discounts, resulting in impulsive buying behavior, and after exiting the live room to calm down, after considering multiple factors, there will be expected regret, resulting in the return behavior.

Live e-commerce development time is short, the product is uneven, the goods are not the right board and other issues are more, which led to consumer expectations regret phenomenon is more common, live e-commerce return rate is relatively high.

【供应链定价】

供应链定价指的是在直播电商供应链中,制造商和直播机构应该怎样直播间中产品销售价格使得自己的利润最大化;零售商应该和确定线下零售价格使得自己的利润最大化。

随着消费者的行为方式更加复杂,市场的需求和环境更加多变,在拥有巨大不确定性的市场环境中,消费者行为成为了在企业进行价格决策时不得不考虑的因素,正确的产品价格策略能够帮助企业产品获得更好营销效果以及带来使得收益更佳。

Supply chain pricing refers to the live e-commerce supply chain, manufacturers and live organizations should how to live in the product sales price to maximize their profits; retailers should and determine offline retail prices to maximize their profits.

As consumer behavior becomes more complex, the market demand and environment is more variable, in the market environment with great uncertainty, consumer behavior has become a factor that has to be considered when companies make price decisions, the right product pricing strategy can help companies get better marketing results and bring better revenue.

【供应链契约】

由于供应链成员在进行策略制定的时候,会以自身利益最大化为目标,这就使得供应链成员之间缺少合作,供应链系统未能处于最佳状态。采用合适的供应链契约进行协调,能够促进成员之间的合作,增加收益,实现双赢的局面。

收益共享-成本共担契约是收益共享契约和成本共担契约的组合形式,即共享收益,共担成本[4]。

Since supply chain members will aim at maximizing their own interests when making strategies, this makes the supply chain members lack cooperation with each other and the supply chain system fails to be in the best condition. The use of appropriate supply chain contracts for coordination can promote cooperation among members, increase revenue and achieve a win-win situation.

A revenue-sharing-cost-sharing contract is a combination of a revenue-sharing contract and a cost-sharing contract, in which the revenue is shared and the costs are shared.

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参考资料:谷歌翻译、百度百科;

参考文献:

[1]孙晓兰. 考虑消费者预期后悔的供应链两阶段定价与协调策略研究[D].淮北师范大学,2022.

[2]王宝义. 直播电商的本质、逻辑与趋势展望[J]. 中国流通经济,2021,35(04):48-57.

[3]高鹏. 消费者预期后悔下的再制造供应链产品竞争策略[D].江苏大学,2020.

[4]方昭. 基于零售商促销的供应链收益共享成本共担契约研究[D].重庆交通大学,2017.

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发布于 2023-01-08 16:01:10
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