Live-Streaming Selling Strategies of Agricultural Products: A Game-Theoretical Analysis

Abstract

With the rapid development of 5G network technology and the impact of the COVID-19, e-commerce technology continues to improve and develop, and the number of online shoppers increases rapidly. This series of development and changes also promote the formation of e-commerce form of live broadcast with goods and has become a new trend. In this article, under the background of not considering the off-line channel, but only considering the online single channel sales, aiming at the problem of direct seeding agricultural products with goods, we use game theory to model and study it and get the optimal pricing strategy. First, based on the pricing game of consumers’ evaluation behavior, a two-stage evaluation model is made in order to analyze and calculate the optimal price function and profit function and to carry out the numerical simulation. Then, based on the different transportation costs, the Hotelling pricing game is made. Finally, the optimal pricing strategies under two assumptions are obtained. In addition, this article also puts forward four suggestions on live streaming of agricultural products against the current situation.