直播带货中品牌方自播与达人代播竞合关系演化博弈分析
Evolutionary Game Analysis of the Competitive Cooperation Relationship between Brand Self-broadcasting and Influencer Proxy Broadcasting in Live Streaming Sales
范默苒 1张春玲1
作者信息
- 1. 燕山大学经济管理学院,河北秦皇岛 066000
- 折叠
摘要
直播带货是电商行业发展进程中提升用户消费体验、保障产品服务质量、拓宽销售市场的新动能.品牌方自播和达人代播作为直播带货中的两种模式,两者的竞合关系直接影响着营销收益和品牌口碑.文章构建基于双方收益的演化博弈模型,用于探究利益最大化前提下,不同规模品牌方和达人的竞合关系.研究表明:中等规模及以上的品牌方和达人在直播带货中均能够达成互利共赢的目标,双方的初始策略选择不会影响最终合作结果;不论规模大小,达人在直播带货中处于主导地位,具有议价权;小规模品牌方想要开拓直播带货渠道,首要任务是提升产品提成系数,与头部达人达成合作意向.研究结论可以为不同规模品牌方和达人的竞合模式选择、产品折扣力度、产品提成系数的确定提供决策支持.
Abstract
Live streaming sales,as a new driving force for e-commerce development,have enormous marketing potential.Brand self-broadcasting and influencer proxy broadcasting are two modes of live streaming marketing,and their competitive cooperation relationship has an important impact on marketing revenue and brand reputation.To explore the competitive cooperation relationship between self-broadcasting and proxy broadcasting in live streaming marketing,this paper constructs an evolutionary game model based on mutual benefits.Research shows that:Both parties of medium scale and above can achieve mutual benefit and win-win goals in live streaming sales,and any initial strategic choice by both parties does not affect the combination of the ultimate influencer proxy broadcasting and brand self-broadcasting;influencers are in a dominant position in live streaming marketing chan-nels and have bargaining power;the primary task for small-scale brands to open up live streaming marketing chan-nels is to look for suitable large-scale influencers starting from product commission coefficients.The research con-clusion can provide decision-making support for the selection of competitive cooperation modes,product discount intensity,and determination of product commission coefficients for brand sides and influencers of different scales.
关键词
直播带货/品牌方自播/达人代播/竞合关系/演化博弈Key words
Live streaming sales/Brand sides/Influencer proxy broadcasting/competitive cooperation rela-tionships/Evolutionary game引用本文复制引用
基金项目
河北省社科基金重点项目(HB22GL001)
出版年
2024
NETL
NSTL
万方数据