价值共创视角下品牌商与电商主播的协同博弈机制分析

Analysis of the Collaborative Game Mechanism between Brand Merchants and E-Commerce Streamers from the Perspective of Value Co-Creation

摘要: 在直播电商存量竞争常态化背景下，品牌商与电商主播的协同合作已成为实现价值增值的核心路径，二者基于资源互补形成“品牌背书 + 流量变现”的合作格局，同时在利益诉求与资源分配中存在显著博弈关系。本文以价值共创理论为核心分析框架，同时引入委托代理理论，分析品牌商与头部、腰部主播的合作模式差异，剖析双方在“流量”与“利润”之间的资源交换逻辑，重点探讨选品、定价、售后三大核心环节的协同路径与冲突表现，最终构建健康可持续的电商“人货场”协同模型。研究表明，品牌商与电商主播的协同博弈本质是价值共创过程中的资源适配与利益平衡，头部主播侧重流量变现与议价权争夺，腰部主播侧重品牌背书与长期合作，双方冲突核心集中在利润分配、品牌调性与责任界定，而完善资源互补机制、明确利益分配规则、强化协同监管是化解冲突、实现价值共创的关键。研究可为品牌商与电商主播优化合作模式、规范直播电商生态、提升价值共创效率提供理论参考与实践借鉴。

Abstract: Against the backdrop of normalized stock competition in live streaming e-commerce, the collaborative partnership between brand merchants and e-commerce streamers has become a core pathway for achieving value-added outcomes. Leveraging resource complementarity, both parties have formed a cooperative pattern of “brand endorsement plus traffic monetization,” while also engaging in significant game-playing dynamics over interest demands and resource allocation. Taking Value Co-creation Theory as the core analytical framework and incorporating Principal-Agent Theory, this paper analyzes the differences in cooperation models between brand merchants and top-tier versus mid-tier streamers. It dissects the resource exchange logic between “traffic” and “profit” for both sides, with a focus on exploring the collaborative pathways and conflict manifestations in the three core links of product selection, pricing, and after-sales service. Ultimately, it constructs a healthy and sustainable “People-Goods-Place” collaborative model for e-commerce. The research shows that the collaborative game between brand merchants and e-commerce streamers is essentially about resource adaptation and interest balancing in the process of value co-creation. Top-tier streamers prioritize traffic monetization and bargaining power contention, while mid-tier streamers emphasize brand endorsement and long-term cooperation. The core conflicts between the two sides center on profit distribution, brand tonality, and responsibility definition. Improving resource complementarity mechanisms, clarifying interest distribution rules, and strengthening collaborative supervision are the keys to resolving conflicts and achieving value co-creation. This study provides theoretical references and practical insights for brand merchants and e-commerce streamers to optimize cooperation models, regulate the live streaming e-commerce ecosystem, and enhance the efficiency of value co-creation.