The Choice of a Three-Stage Sales Strategy for A Streamer Considering the Multifaceted Characteristics of Live Streaming

In order to determine the optimal choice of live-streaming sales strategy for enterprises in the context of live streaming marketing, the article analyses the problem of choosing a live-streaming sales platform and live-streaming mode for enterprises, taking into account the network externalities of consumers, the promotion effects of merchants and the conversion rates of the streamers' fans. Based on this, the paper solves for the optimal pricing and optimal profit for enterprises under different live streaming strategies and then selects the optimal strategy under different situations. The findings show that the choice of enterprise live streaming platform is related to the size of the commission rate drawn by the platform and the streamer. Under the merchant-streaming model, the profits of the streamer and the platform are positively correlated with the promotion effect and network externality; under the streamer-led model, the profits of the streamer, the streamer and the platform are also positively correlated with the conversion rate of the streamer's fans.