Research on Competition Strategy of Webcast Platform Based on Game Theory

Abstract

The unique business mode of webcast enables the live webcasting platform and the anchor to have a special way of income distribution. This paper, taking the direct seeding business model as the breakthrough point, analyzes the existing mode of income distribution, and studies the income distribution relationship between the network webcast platform and the anchor. According to the network externality analysis, the formation process of the income distribution relationship is explained by building a game model, and the competition strategy of the webcast platform based on the contract gold model is put forward, and the empirical analysis is carried out in combination with the reality.