关键词: 直播电商, 农产品供应链, 斯坦克伯格博弈理论, 决策模型

Abstract: In order to gain a deeper understanding of the pricing strategies and challenges faced by the agricultural product supply chain in the live streaming E-commerce environment, the Stackelberg game theory and the framework and core features of the live streaming E-commerce agricultural product supply chain were introduced. The complexity of pricing issues in the agricultural product supply chain of live streaming E-commerce was evaluated, and multiple decision models based on assumptions were established. The effectiveness and applicability of these models were analyzed through numerical analysis methods. The results indicated that the selection of pricing strategies for agricultural product supply chains in the live streaming E-commerce environment had a significant impact on increasing the interests of all parties involved, and the centralized decision-making model had the best effect in achieving the maximization of overall supply chain benefits. The main challenges and decision-making difficulties faced by the live streaming E-commerce agricultural product supply chain were summarized, and the importance of optimizing the pricing strategy of the live streaming E-commerce agricultural product supply chain was concluded, in order to maximize the common interests of all participants in the supply chain. Suggestions and strategies for improving the pricing of agricultural product supply chains in live streaming E-commerce had been proposed. It was believed that in the context of the rapid development of live streaming E-commerce, adopting advanced game theory to scientifically analyze and optimize pricing strategies was crucial for improving the overall efficiency and competitiveness of the agricultural product supply chain.

Key words: live streaming E-commerce, agricultural product supply chain, Stackelberg game theory, decision-making model