直播电商扶贫的博弈逻辑与可持续发展路径探析

An Analysis of the Game Logic and Sustainable Development Path of Live-Streaming E-Commerce in Poverty Alleviation

摘要: 在数字经济与乡村振兴战略深度融合的背景下，直播电商凭借其强互动性、高转化率的独特优势，成为激活农村经济活力、助力脱贫攻坚的重要引擎。本文以直播电商扶贫场景中主播与农户的合作关系为核心，构建双人混合策略博弈模型，通过明确双方收益矩阵与决策变量，运用纳什均衡分析方法推导最优策略组合。研究发现，主播诚信推销概率与农户严格监督概率，受监督成本、处罚力度、收益差异等关键因素的显著影响。基于博弈均衡结果，本文从成本控制、监管机制、合作机制三个维度提出优化建议，为推动直播电商扶贫模式规范化、可持续发展提供理论支撑与实践参考，助力巩固拓展脱贫攻坚成果与乡村产业振兴有效衔接。

Abstract: Against the backdrop of the in-depth integration of the digital economy and the rural revitalization strategy, live-streaming e-commerce, with its unique advantages of strong interactivity and high conversion rate, has become a vital engine for stimulating rural economic vitality and facilitating poverty alleviation. This paper takes the cooperative relationship between anchors and farmers in the poverty alleviation scenario of live-streaming e-commerce as the core, constructs a two-person mixed-strategy game model, clarifies the benefit matrix and decision variables of both parties, and derives the optimal strategy combination by applying the Nash equilibrium analysis method. The research finds that the probability of anchors’ honest promotion and the probability of farmers’ strict supervision are significantly affected by key factors such as supervision costs, penalty intensity, and income differences. Based on the game equilibrium results, this paper puts forward optimization suggestions from three dimensions: cost control, supervision mechanism and cooperation mechanism, which provides theoretical support and practical reference for promoting the standardization and sustainable development of the live-streaming e-commerce poverty alleviation model, and helps consolidate and expand the achievements of poverty alleviation and effectively connect with rural industrial revitalization.