Hotelling模型下的主播激励策略研究

Research on Anchor Incentive Strategy under the Supervision System of Live Broadcast Platform

文章从网络直播的现况入手,结合霍特林(Hotelling)模型和数学规划相关理论进行数学建模,探求了两种不同激励机制下的直播平台和签约主播期望利润最大模型,给出了不同参数条件下的直播平台对打赏礼物的最优定价以及签约主播的最优努力水平.与此同时,分析直播平台监管制度下的主播努力激励策略,并求得直播平台最优监管力度为符合法律规范的最低标准.

Due to the low entry threshold and high economic benefits,the quality of network live broad⁃casting is uneven.In order to ensure the construction of a green,healthy and positive live broadcast plat⁃form,the relevant departments should effectively supervise the behavior of the host during the live broad⁃cast.This paper starts from the current situation of network live broadcast,combined with Hotelling model to carry out mathematical modeling,and analyzes the incentive strategy of anchor efforts under the supervi⁃sion system of live broadcast platform.