直播电商平台与头部互补商关系的演化与治理——基于快手治理主播XB的案例研究

Evolution and Governance of the Relationship between Live-streaming E-commerce Platform and Leading Vendors on the Platform—Based on the Case Study of Kuaishou’s Reining in Live-streamer XB

以快手平台治理主播XB事件为例,基于共生理论视角,探究直播电商平台与头部互补商关系的演化路径与治理机制。研究发现,平台所有者与头部互补商在一个生态中相互竞争、合作,关系呈阶段性发展。在平台生态系统萌芽期,头部互补商和平台所有者呈现互惠共生模式。在快速增长期,生态系统中出现头部互补商“赢者通吃”的局面,二者关系向偏利共生或寄生共生模式演化,生态系统中原有平衡态被打破。在有序成长期,为实现新的平衡态,平台所有者采取有效手段加强头部互补商的治理,一方面,通过直接治理,即掌握关键资源控制权,实现“去头部化”;另一方面,通过间接治理,即对生态系统环境进行综合治理,以增加生态多样性和加强闭环生态能力。

Taking Kuaishou platform and live-streamer XB as the research objects,based on the perspective of symbiosis theory,this paper explores the evolution path and governance mechanism of the relationship between a live-streaming e-commerce platform and leading vendors on the platform.The paper finds that the platform owner and leading vendors compete and cooperate with each other in an ecosystem,and the relationship is developing in stages.In the embryonic stage of the platform ecosystem,leading vendors and the platform owner get along on a reciprocal symbiosis basis.In the rapid growth period,a“winner takes all”situation dominated by leading vendors appears in the ecosystem,and the relationship between the two evolves to a biased symbiosis or parasitic symbiosis model in replacement of the original equilibrium.In the orderly growth period,in order to regain equilibrium,the platform owner begins to rein in leading vendors both by controlling key resources and by diversifying the ecosystem and strengthening closed-loop ecological capacity to weaken leading vendors.