直播电商平台与头部互补商关系的演化与治理——基于快手治理主播XB的案例研究
Evolution and Governance of the Relationship between Live-streaming E-commerce Platform and Leading Vendors on the Platform—Based on the Case Study of Kuaishou's Reining in Live-streamer XB
刘锐剑 1李楠 2蒙嘉欣3
作者信息
- 1. 北京化工大学经济管理学院,北京 100029
- 2. 北京师范大学经济与工商管理学院,北京 100875
- 3. 庆应义塾大学商学研究科,东京都 108-8345
- 折叠
摘要
以快手平台治理主播XB事件为例,基于共生理论视角,探究直播电商平台与头部互补商关系的演化路径与治理机制.研究发现,平台所有者与头部互补商在一个生态中相互竞争、合作,关系呈阶段性发展.在平台生态系统萌芽期,头部互补商和平台所有者呈现互惠共生模式.在快速增长期,生态系统中出现头部互补商"赢者通吃"的局面,二者关系向偏利共生或寄生共生模式演化,生态系统中原有平衡态被打破.在有序成长期,为实现新的平衡态,平台所有者采取有效手段加强头部互补商的治理,一方面,通过直接治理,即掌握关键资源控制权,实现"去头部化";另一方面,通过间接治理,即对生态系统环境进行综合治理,以增加生态多样性和加强闭环生态能力.
Abstract
Taking Kuaishou platform and live-streamer XB as the research objects,based on the perspective of symbiosis theory,this pa-per explores the evolution path and governance mechanism of the relationship between a live-streaming e-commerce platform and leading vendors on the platform.The paper finds that the platform owner and leading vendors compete and cooperate with each other in an ecosys-tem,and the relationship is developing in stages.In the embryonic stage of the platform ecosystem,leading vendors and the platform owner get along on a reciprocal symbiosis basis.In the rapid growth period,a"winner takes all"situation dominated by leading vendors appears in the ecosystem,and the relationship between the two evolves to a biased symbiosis or parasitic symbiosis model in replacement of the original equilibrium.In the orderly growth period,in order to regain equilibrium,the platform owner begins to rein in leading ven-dors both by controlling key resources and by diversifying the ecosystem and strengthening closed-loop ecological capacity to weaken lead-ing vendors.
关键词
直播电商平台/头部互补商/演化路径/治理机制/共生理论Key words
live-streaming e-commerce platform/leading vendors on the platform/evolution path/governance mechanism/symbiosis theory引用本文复制引用
基金项目
国家自然科学基金面上项目(72072008)
教育部人文社会科学研究青年基金项目(20YJC630087)
北京市社会科学基金项目(22GLC076)
北京化工大学一流学科建设专项资金(XK1802-5)
出版年
2024
NETL
NSTL
万方数据