直播带货利益相关者的质量治理模式研究

Research on Quality Governance Model of Stakeholders in Live Streaming

直播带货作为新兴的营销方式,凭借实时性、便捷性受到了消费者的欢迎,但产品质量也受到了诸多质疑。我国已经由单一主体负责的质量管理模式发展到多方利益相关者共同参与的质量治理阶段,直播带货的利益相关者包括政府、平台、企业、主播和消费者。本文运用博弈模型,以政府、平台、企业为研究对象,论述了各个变量对主体行为选择的影响,最终提出了直播带货质量治理对策和运行模式。

As an emerging marketing method,live streaming has been welcomed by consumers due to its realtime nature and convenience,but the product quality has also been questioned a lot.In China,the quality management model in which a single subject is responsible has developed into the stage of quality governance with the participation of multiple stakeholders.The stakeholders of live streaming include the government,platforms,enterprises,anchors and consumers.Using the game theory model,this study takes the government,platform,and enterprise as the research objects,discusses the influence of each variable on the behavior choice of the subject,and finally proposes the quality control strategies and operation modes of live streaming.