Evolutionary Game Analysis of the Competitive Cooperation Relationship between Brand Self-broadcasting and Influencer Proxy Broadcasting in Live Streaming Sales
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.
Live streaming salesBrand sidesInfluencer proxy broadcastingcompetitive cooperation rela-tionshipsEvolutionary game
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