企业自播电商模式下企业与主播的双边匹配博弈研究

Two-Sided Matching Game Between Enterprises and Anchors in the Enterprise Self-Broadcasting Mode

提高企业与主播的匹配度是增强双方满意度和效益的关键一步。以第三方直播平台为双边平台建立匹配博弈模型,运用Borda分值测算匹配度,考虑异质属性、满意度、稳定性等相关条件对匹配过程的影响建立效益最大化双边匹配模型,分析两企业均衡产量及主播的最优直播努力水平,探讨企业异质性系数和主播直播努力水平对匹配效益的影响。研究发现:以效益最大化为目标函数的双边匹配博弈模型更加符合企业实际情况;企业异质性系数对双方效益存在正向影响;在较高的直播努力水平下,企业和主播的收益随直播努力水平的升高而降低;最优直播努力水平与企业异质性系数存在相关性,且随企业异质性系数的增加而提高;市场规模在主播直播努力程度对销量和效益的影响过程中存在调节作用。因此,直播平台应综合考虑市场规模、主播直播努力水平及企业异质性系数对匹配过程的影响,与差异化企业进行合作。主播要根据市场规模及企业异质性系数及时调整努力水平。企业要制定差异化产品策略,提高产品核心竞争力以维持市场份额,培训个性化主播,赋予产品内涵,使其产品信息具备鲜明特色。

Improving the matching degree between the enterprises and the anchors is a key to enhance the satisfaction and efficiency for both sides.To achieve this,we developed a matching game model centered on a third-party live streaming platform as the twosided platform,and then measured the matching degree using Borda score.Therefore,a two-sided matching model that maximized benefits was established considering heterogeneous attributes,satisfaction,stability and other relevant factors.Consequently,the equilibrium output of two enterprises and the optimal live streaming efforts of the anchors were analyzed,and the effects of the heterogenous coefficient of the enterprises and the live streaming efforts of the anchors on the matching efficiency were discussed.The results show that the two-sided matching game model that maximizes benefits aligns better with the practical situation of the enterprises.The heterogeneous coefficient of the enterprises has a positive effect on the benefits of both sides.However,at higher level of livestreaming efforts,the income of the enterprises and the anchors decreases with the increased efforts.The optimal livestreaming efforts are correlated with the heterogenous coefficient of the enterprises and increases with its increase.Notably,the market size has a moderating effect on the influence of the livestreaming efforts of the anchors on sales and benefits.Therefore,live streaming platforms should comprehensively consider the impact of market size,live streaming efforts of the anchors and heterogenous coefficient of the enterprises on the matching process,and cooperate with differentiated enterprises.Anchors should adjust their efforts according to the market size and enterprises’heterogenous coefficient in a timely manner.Enterprises,on the other hand,should develop differentiated product strategies and improve the core competitiveness of products to maintain their market share,train personalized anchors,and make their products distinctive.