直播电商背景下国货品牌崛起的演化机制研究

The Evolutionary Mechanism of the Domestic Brands Rise by the Live Streaming Commerce Platforms

借助直播平台优势,通过政府扶持,实现国货品牌崛起,在当前经济形势下成为大势所趋。考虑政府、直播电商平台和国货品牌方的有限理性,构建三方演化博弈模型,研究不同环境条件下各博弈主体的策略选择。分析结果表明:在直播电商行业发展的不同阶段,直播电商平台和政府部门的策略选择不同,在直播电商行业发展初期,直播平台违规经营动机强烈,政府创新监管动力不足,国货品牌难以突破发展瓶颈;而在条件成熟时,政府和平台合力支持国货品牌发展,实现国货品牌崛起。

There is a trend that the domestic brands will achieve development by the live steaming platforms and government support.Considering the bounded rationality of the government,live streaming commerce platforms,and domestic brands,a tripartite evolutionary game model is constructed to study the strategic choices of each game subject under different environmental conditions.The analysis results indicate that the strategic choices of live streaming commerce platforms and government departments vary in the different development stages of the live streaming commerce industry.In the early stages,there was a strong motivation for live streaming platforms to operate in violation of regulations,and the government’s motive to strict supervision was insufficient,it was difficult for domestic brands to achieve breakthrough.As the industry continues to develop,the government and platforms support the development of domestic brands together,and the domestic brand will achieve development.