直播电商生态体系治理演化博弈

Evolutionary Game of Ecosystem Governance of Live Streaming E-Commerce

摘要: 本文针对直播电商市场因“底价协议”等机会主义行为引发的乱象，构建了平台、头部主播与政府的三方演化博弈模型，系统分析市场监管治理机制。研究基于演化博弈理论，引入治理成本、声誉损失、流量损失及监管强度等参数，并通过MATLAB进行敏感性分析，揭示各主体趋向均衡的演进路径。结果显示，政府监管强度、补贴及惩罚措施显著影响主播合规行为；平台治理策略则受外部收益、治理成本及政府补贴等多因素驱动。最后，研究提出优化监管策略、提升治理效率等政策建议，为促进行业规范健康发展提供理论依据与实践参考。

Abstract: This study addresses market irregularities in live-streaming e-commerce caused by opportunistic practices like “bottom-price agreements” by constructing a three-party evolutionary game model involving platforms, top-tier streamers, and government regulators. Using evolutionary game theory, the research incorporates parameters such as governance costs, reputation losses, traffic losses, and regulatory intensity, with sensitivity analysis conducted via MATLAB to reveal equilibrium-seeking trajectories of all stakeholders. Findings demonstrate that government regulatory intensity, subsidies, and punitive measures significantly influence streamers’ compliance behaviors, while platform governance strategies are driven by external returns, governance costs, and government subsidies. The study concludes with policy recommendations including optimized regulatory strategies and improved governance efficiency, providing theoretical foundations and practical references for promoting the industry’s standardized and healthy development.