数字技术的快速发展与变革为直播电商企业的商业模式创新带来了强劲动力,作为新兴的新电子商务业态,直播电商的发展影响社会经济发展趋势,也承担着对直播行业商业价值进行重塑的重任。由于直播电商合作各方诉求不同,利益分配成为直播电...数字技术的快速发展与变革为直播电商企业的商业模式创新带来了强劲动力,作为新兴的新电子商务业态,直播电商的发展影响社会经济发展趋势,也承担着对直播行业商业价值进行重塑的重任。由于直播电商合作各方诉求不同,利益分配成为直播电商合作各方最关心的问题。本文通过Shapley值法构建以直播电商平台、供应商和MCN机构(主播)为电商合作主体的利益分配模型,计算主播介入的直播电商合作如何合理地分配利益才能使其稳定合作,并加入风险因素,优化Shapley值模型,使其利益分配更加公平,也体现了“利益与风险相一致”的原则。研究结果表明,只有当直播电商合作整体收益系数足够大时,合作各方才愿意加入合作,而不是单独行动或是两两合作,直播电商合作才更稳定,并提出相关建议。The rapid development and transformation of digital technology has brought strong impetus to the business model innovation of live broadcast e-commerce enterprises. As an emerging new e-commerce format, the development of live streaming e-commerce affects the trend of social and economic development, and also undertakes the important task of reshaping the business value of the live broadcast industry. Due to the different demands of all parties involved in live broadcast e-commerce cooperation, the distribution of benefits has become the most concerned issue for all parties involved in live broadcast e-commerce cooperation. This paper constructs a benefit distribution model with live broadcast e-commerce platforms, suppliers and MCN institutions (anchors) as the main body of e-commerce cooperation through the Shapley value method, calculates how to reasonably distribute the benefits of the live broadcast e-commerce cooperation with the anchor’s involvement in order to make it stable cooperation, and adds risk factors to optimize the Shapley value model to make its benefit distribution more fair, which also reflects the principle of “consistent benefits and risks”. The results show that only when the overall revenue coefficient of live broadcast e-commerce cooperation is large enough, all parties are willing to join the cooperation, rather than acting alone or cooperating in pairs, so that the live broadcast e-commerce cooperation will be more stable, and relevant suggestions are put forward.展开更多
文摘数字技术的快速发展与变革为直播电商企业的商业模式创新带来了强劲动力,作为新兴的新电子商务业态,直播电商的发展影响社会经济发展趋势,也承担着对直播行业商业价值进行重塑的重任。由于直播电商合作各方诉求不同,利益分配成为直播电商合作各方最关心的问题。本文通过Shapley值法构建以直播电商平台、供应商和MCN机构(主播)为电商合作主体的利益分配模型,计算主播介入的直播电商合作如何合理地分配利益才能使其稳定合作,并加入风险因素,优化Shapley值模型,使其利益分配更加公平,也体现了“利益与风险相一致”的原则。研究结果表明,只有当直播电商合作整体收益系数足够大时,合作各方才愿意加入合作,而不是单独行动或是两两合作,直播电商合作才更稳定,并提出相关建议。The rapid development and transformation of digital technology has brought strong impetus to the business model innovation of live broadcast e-commerce enterprises. As an emerging new e-commerce format, the development of live streaming e-commerce affects the trend of social and economic development, and also undertakes the important task of reshaping the business value of the live broadcast industry. Due to the different demands of all parties involved in live broadcast e-commerce cooperation, the distribution of benefits has become the most concerned issue for all parties involved in live broadcast e-commerce cooperation. This paper constructs a benefit distribution model with live broadcast e-commerce platforms, suppliers and MCN institutions (anchors) as the main body of e-commerce cooperation through the Shapley value method, calculates how to reasonably distribute the benefits of the live broadcast e-commerce cooperation with the anchor’s involvement in order to make it stable cooperation, and adds risk factors to optimize the Shapley value model to make its benefit distribution more fair, which also reflects the principle of “consistent benefits and risks”. The results show that only when the overall revenue coefficient of live broadcast e-commerce cooperation is large enough, all parties are willing to join the cooperation, rather than acting alone or cooperating in pairs, so that the live broadcast e-commerce cooperation will be more stable, and relevant suggestions are put forward.