平台经济视域下网络直播平台的治理困境研究——以网红直播带货为例

A Study on the Governance Dilemma of Network Broadcast Platforms from the Perspective of Platform Economy--Taking Live Streaming of Internet Celebrities with Goods as an Example

以网红直播带货为例,在平台经济视域下探讨传统治理范式与新商业模式不匹配的矛盾,分析平台“超级权力”的扩张、公民有限理性对破除平台治理困境的现实阻碍,提出从线性管控与模块层级式到网络化治理结构转变、构建“主要生态位”与“扩展型生态位”的共益履责圈以及创新平台治理工具的优化路径,促进直播经济的稳定与长远发展。

Taking the live streaming of web celebrity with goods as an example,the paper discusses the mismatch of traditional governance model and new commercial model from the perspective of platform economy,and anlyzes realistic obstacles from the expansion of platform with"super power",and citizens'bounded rationality for breaking platform governance dilemma.Then it proposes some optimal paths to promote the steady and long-term development of platform economy,including transforming to network governance structure from liner control and module type hierarchy,constructing the shared duty circle of"major niche"and"extended niche",and creating platform governing tools.