2025年第50期(总第1091期)

演讲主题：Cross-Period Channel Strategy for Low-Known Brands in Live Streaming E-Commerce

主讲人：柳思 美国肯特州立大学商业和企业家学院终生助理教授

主持人：杨彦武 信息管理与数据科学系主任、教授

活动时间：2025年7月9日（周三）17:00-18:30

活动地点：管院大楼119室

主讲人简介：

Si Liu is currently a tenure-track Assistant Professor in the Department of Information Systems and Business Analytics at the Ambassador Crawford College of Business and Entrepreneurship, Kent State University. His research focuses on interdisciplinary topics at the intersection of information management/logistics management/marketing and the sharing economy. He has multiple manuscripts published or in late revision period in premier journals and is currently serving as an Associate Editor of the journal Energy Studies Review.

活动简介：

This talk examines how low-known brands can compete with high-known brands in live streaming e-commerce through cross-period channel strategies. Using a two-period Stackelberg game framework, we analyze four channel combinations of merchant-led and influencer-led streaming. Results show how brand influence, influencer fees, and cross-period demand effects shape the optimal strategy, revealing that hiring more influential anchors is not always profitable. We also briefly discuss ongoing extensions exploring horizontal differentiation, offline channels, and multi-brand competition to enrich this framework.