基于博弈论的直播带货监管制度设计

Design of Live Broadcast Cargo Supervision System Based on Game Theory

随着5G网络的逐渐普及,直播带货成为当下热门电子商务活动。然而各项行业漏洞致使直播平台与主播团队为了追求利益最大化开始合谋。通过构建政府、直播平台以及主播团队三方静态博弈模型,分析得到加大惩处力度和提高观测能力是抑制合谋的关键。运用孙氏图等制度工程学的工具进行治理研究,并通过MATLAB仿真分析其制度结构的有效性,治理合谋行为,以期达到安全健康的网络购物环境,促进新业态的长期发展。

With the popularization of 5G,livestreaming with goods has become a popular e-commerce activity.However,loopholes in various industries cause livestreaming platforms and anchor teams conspire to maximize their interests.A tripartite static game model is constructed,including the government,the live broadcasting platform and the host team.The analysis shows that increasing punishment and improving observation ability are the key to suppressing collusion.The governance is studied by using tools of institutional engineering such as Sun's chart,and the effectiveness of its institutional structure is analyzed by MATLAB simulation.To achieve a safe and healthy online shopping environment and promote the long-term development of new business forms,we should govern collusive behaviors.