网络直播平台的治理机制——基于双边平台视角的案例研究

发布时间：2018-06-17 10:25

  本文选题：双边平台 + 自我参与　； 参考：《管理案例研究与评论》2017年04期

【摘要】：直播平台的发展打破了信息传播的空间、时间限制,致使营销模式、商业模式发生了极大的变革。作为撮合信息内容生产者与消费者的双边平台,直播平台具有极高的信息价值、社交价值和经济价值,而这种价值的实现则以内容生产者不断参与内容贡献为前提、以内容接受者持续关注、互动并购买为目标。由此,本文提出了吸引内容生产者的自我参与机制与锁定内容消费者的社群建设机制。并通过对游戏直播平台(Twitch)与电商直播平台(淘宝直播)的案例具体分析了上述两种机制的建立与作用。
[Abstract]:The development of live broadcast platform breaks the space and time limit of information dissemination, which results in a great change in marketing mode and business model. As a bilateral platform for bringing together producers and consumers of information content, live broadcast platforms have extremely high information value, social value and economic value, and the realization of this value is based on the constant participation of content producers in the contribution of content. Target content recipients for continuous attention, interaction, and purchase. Therefore, this paper proposes a self-participation mechanism to attract content producers and a community building mechanism to lock in content consumers. The establishment and function of the above two mechanisms are analyzed in detail by the cases of game direct broadcast platform Twitter and Taobao live broadcast platform.
【作者单位】： 北京大学光华管理学院;
【基金】：国家自然科学基金项目(71272006)
【分类号】：F49
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本文编号：2030712