基于层次分析法的主播和产品的双边匹配研究

Research on Bilateral Matching of Anchor and Product Based on Analytic Hierarchy Process

摘要: 针对直播带货过程中主播与产品之间匹配程度不高而引起的直播效益和双方满意度下降问题，本文将对主播和产品匹配情况进行研究，选取收费情况、形象气质、专业程度、转化程度四个方面的特性作为主播特性，质量、品牌、当前销量、优惠程度四个方面的特性作为产品特性。通过层次分析法，将已知的主播和产品自身特性进行打分，得到主播和产品双方彼此的偏好矩阵，基于双边匹配理论，以主播和产品双方满意度最大化为目标，建立多元目标优化模型，进一步地，利用隶属函数的加权和方法转化为单目标优化模型，通过计算求解得到双方最优匹配结果。最后，通过实证分析该方法的可行性和有效性。本文创新性在于将直播带货领域与双边匹配理论相结合，有利于产品与主播的双向选择，提高主播和产品双方的资源利用率，提高双方的匹配效率，有效地加强了直播带货行业的稳定性。

Abstract: In view of the problems caused by the low matching degree between anchors and products in the process of live broadcasting with goods and the decreased satisfaction of both parties, this paper studies the matching situation of anchors and products, and selects four aspects as the characteris-tics of anchors, including charging situation, image temperament, professional degree and trans-formation degree, and selects four aspects as the characteristics of product, including quality, brand, current sales, preferential degree. Through the analytic hierarchy process (AHP), the known characteristics of the anchor and the product are scored, and the preference matrix between the anchor and the product is obtained. Based on the bilateral matching theory, a multi-objective opti-mization model is established with the objective of maximizing the satisfaction of the anchor and the product. Further, the weighted sum method of membership function is used to transform it into a single objective optimization model, and the optimal matching results of both parties are obtained through calculation. Finally, the feasibility and effectiveness of this method are analyzed by empiri-cal analysis. The innovation of this paper lies in the combination of the field of live streaming with goods and the bilateral matching theory, which is conducive to the two-way selection of the product and the anchor, improves the resource utilization rate of the anchor and the product, improves the matching efficiency of both sides, and effectively strengthens the stability of the live streaming with goods industry.