直播电商主播人设崩塌对关联品牌的影响及 危机公关策略

The Impact of the Collapse of the Persona of Live-Streaming E-Commerce Hosts on Associated Brands and Crisis Public Relations Strategies

摘要: 直播电商的爆发式增长催生了“人设化”主播经济的繁荣，主播作为连接品牌与消费者的核心中介，其个人形象与品牌价值深度绑定。然而，主播人设崩塌事件频发，对关联品牌造成多维度的严重冲击。本文在界定主播人设内涵与类型的基础上，系统分析人设崩塌的成因与演化过程，并引入“人设崩塌类型”与“品牌–主播绑定深度”两个核心维度，构建了一个差异化的危机公关策略矩阵。研究发现，主播人设崩塌引发的品牌危机具有传导速度快、波及范围广、修复难度大的特征。基于此，本文提出的策略矩阵能为处于不同危机情境中的品牌方提供更具针对性的行动指南，从而弥补现有危机公关研究在直播电商情境下的不足。

Abstract: The explosive growth of live-streaming e-commerce has given rise to the prosperity of the “personified” live-streamer economy. As the core intermediary connecting brands and consumers, the personal image of live-streamers is deeply bound with brand value. However, the frequent occurrence of incidents where the image of live-streamers collapses has caused severe multi-dimensional impacts on related brands. Building upon defining the conceptual framework and typology of anchor personas, this study systematically analyzes the causes and evolutionary processes of persona collapse. By introducing two core dimensions—“persona collapse types” and “brand-anchor engagement depth”—it constructs a differentiated crisis management strategy matrix. Research has found that the brand crisis triggered by the collapse of a live-streamer’s image is characterized by rapid transmission, wide influence, and great difficulty in repair. Based on this, the strategy matrix proposed in this paper provides brands facing diverse crisis scenarios with more targeted action guidelines, thereby addressing the limitations of existing crisis PR research in the context of live-streaming e-commerce.