主播潜在“爆红”和“塌房”下品牌方和主播营销行为选择

doi:10.16381/j.cnki.issn1003-207x.2025.1256

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主播潜在“爆红”和“塌房”下品牌方和主播营销行为选择

王玉燕, 高凤阳, 杨晓光, 员巧云

山东财经大学, 山东 250014
华南师范大学国际商学院, 广东 528225 中国
中国科学院数学与系统科学研究院, 北京中国
中国石油大学（北京）经济管理学院, 北京中国

收稿日期:2025-08-05 修回日期:2026-03-20 接受日期:2026-06-05
通讯作者: 王玉燕
基金资助:
国家自然科学基金(72371144, 72192800,T2293771); 山东省泰山学者工程专项(tsqn202211197)

The marketing behavior choices of brand owner and streamer under the potential “instant celebrification” and “reputation crumble” caused by the streamer

Gao, Yang

, 250014,
, 528225, China
, , China

Received:2025-08-05 Revised:2026-03-20 Accepted:2026-06-05

摘要/Abstract

摘要： 网络聚集效应使得主播“爆红”和“塌房”现象频频发生。本文研究品牌方和主播面临发生“爆红”和“塌房”可能性时，如何选择各自的营销行为。为此，本文建立了四种场景：主播可能“爆红”(D场景)、主播可能“塌房”(C场景)、主播可能先“爆红”后“塌房”(DC场景)以及主播可能先“塌房”后“爆红”(CD场景)。针对这些场景，分别构建了相应的微分博弈模型，考察潜在“爆红”或(和)“塌房”对品牌方和主播产品营销努力、直播宣传努力以及长期利润的影响。研究发现：在D(C)场景下，品牌方和主播会在“爆红”(“塌房”)前作出最大(最小)的产品营销努力和直播宣传努力；在DC(CD)场景下，低影响“爆红”(“塌房”)事件会促使品牌方和主播在“爆红”(“塌房”)前降低(提高)产品营销努力和直播宣传努力。以D(C)场景为基准，数值模拟显示潜在的“爆红”(“塌房”)事件可能会损害(提高)品牌方长期利润。相比于品牌方，主播的长期利润更容易受到潜在“爆红”和“塌房”的影响，即当主播的长期利润已经因“爆红”(“塌房”)受益(受损)时，品牌方长期利润未必会受益(受损)。

关键词: “爆红”, “塌房”, 产品营销努力, 直播宣传努力

Abstract: Network aggregation effect leads to frequent occurrences of “instant celebrification” and “reputation crumble” caused by the streamer. This paper studies how brand owner and streamer choose their own marketing behaviors when facing the possibility of “instant celebrification” and “reputation crumble”. Thus, we construct four decision-making scenarios: streamers may experience instant celebrification (D scenario), streamers may experience reputation crumble (C scenario), streamers may experience instant celebrification first and then reputation crumble (DC scenario), and streamers may experience reputation crumble first and then instant celebrification (CD scenario). To address these scenarios, this paper constructs the corresponding differential game models to examine the impact of potential “instant celebrification” or (and) “reputation crumble” on product marketing and live-streaming promotion efforts, and long-term profits of brand owner and streamer. The results indicate that under D (C) scenario, brand owner and streamer always make the highest (smallest) product marketing and live-streaming promotion efforts before instant celebrification (reputation crumble); Under DC (CD) scenario, a low-impact instant celebrification (reputation crumble) will prompt brand owner and streamer to reduce (increase) product marketing and live-streaming promotion efforts before instant celebrification (reputation crumble). Using scenario D(C) as a baseline, numerical simulations show that a potential “instant celebrification” (“reputation crumble”) event could damage (increase) the brand owner’s long-term profits. Compared to brand owner, the streamer’s long-term profit is more susceptible to the impact of instant celebrification and reputation crumble, meaning that when its long-term profit has already benefited (suffered) from instant celebrification (reputation crumble), the brand owner’s long-term profit may not necessarily benefit (suffer) from instant celebrification (reputation crumble).

Key words: instant celebrification, reputation crumble, product marketing effort, live-streaming promotion effort

王玉燕,高凤阳,杨晓光, 等. 主播潜在“爆红”和“塌房”下品牌方和主播营销行为选择[J]. , doi: 10.16381/j.cnki.issn1003-207x.2025.1256.

Gao,Yang. The marketing behavior choices of brand owner and streamer under the potential “instant celebrification” and “reputation crumble” caused by the streamer[J]. , doi: 10.16381/j.cnki.issn1003-207x.2025.1256.