Abstract: To study the product quality control strategy of the dual-channel supply chain network in the live economy,the super network and variational inequality were used to describe the optimal economic behavior of the supply chain members,and a dual-channel supply chain super network model was constructed.A numerical example was used to analyze the influence of factors such as consumer electronics channel preferences,demand competition intensity factors between channels,and government punishment probability on product quality control strategies.The results showed that the greater the competition between electronic channels and physical channels,the higher the quality of online direct sales products;the greater the competition between physical channels and electronic channels,the lower the quality of online direct sales products.When the preference of consumer electronic channels increased to a certain extent,the quality of online direct sales products was promoted by increasing the preference of consumer electronic channels.In addition,government punishments would have a better effect only when consumers had greater preference for electronic channels or when electronic channels were more competitive with physical channels.

Key words: live broadcast economy, super network, dual channel, product quality, consumer preference

摘要： 为研究直播经济下双渠道供应链网络的产品质量控制策略,运用超网络和变分不等式刻画了供应链内部成员的最优经济行为,并构建了双渠道供应链超网络模型。通过数值算例分析了消费者电子渠道偏好、渠道间需求竞争强度因子、政府惩罚概率等因素对产品质量控制策略的影响。结果表明:电子渠道对实体渠道的竞争强度越大,网络直销产品质量越高;实体渠道对电子渠道的竞争强度越大,网络直销产品质量越低。当消费者电子渠道偏好增加到一定程度时,增大消费者电子渠道偏好可以促使网络直销产品质量提高。此外,只有当消费者电子渠道偏好较大或电子渠道对实体渠道的竞争强度更大时,政府惩罚才能够发挥较好的效果。

关键词: 直播经济, 超网络, 双渠道, 产品质量, 消费者偏好