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 technologycontinues to improve and develop, and the number of online shoppers increases rapidly. This series of developmentand changes also promote the formation of e-commerce form of live broadcast with goods and has become a newtrend. In this article, under the background of not considering the off-line channel, but only considering the onlinesingle channel sales, aiming at the problem of direct seeding agricultural products with goods, we use gametheory 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 pricefunction and profit function and to carry out the numerical simulation. Then, based on the different transportationcosts, the Hotelling pricing game is made. Finally, the optimal pricing strategies under two assumptions areobtained. In addition, this article also puts forward four suggestions on live streaming of agricultural productsagainst the current situation.