Research On Collaborative Governance Strategy Of Network Film Quality Based On Evolutionary Game

Nowadays,the quality problems of network films are hidden and complicated,and the main causes can be attributed to the quality management system.The problem is that governance is still dominated by the government’s traditional supervision,which is inefficient and fails to actively guide all parties’ collaborative governance;Film enterprises excessively pursue profits and neglect film quality management;Platform and consumer participate in quality management is weak consciousness and so on.It can improve the level of collaborative governance by constructing a reasonable multiagent game relationship,enrich the study of network film quality governance system,and provide strategic decisions for the sustainable development of film enterprises.In view of the above problems,the research content of this paper is mainly divided into three aspects: First,literature analysis,questionnaire survey,factor analysis and other methods are used to construct the quality impact index system of network films,which provides a basis for the evolutionary game model of collaborative governance.The second is to incorporate the supervision role of consumer evaluation,build a twoparty evolutionary game model between video platform and film enterprise under the spontaneous regulation of the market,and explore the long-term supervision and incentive role of consumer evaluation effect on the implementation of online film quality supervision on video platform.Third,in view of the failure of the spontaneous regulation mechanism of the market,government supervision departments are introduced to explore how to effectively play the beneficial role of social evaluation supervision,government supervision and platform supervision on the selection of film enterprises’ production and operation strategies,so as to achieve the state of collaborative governance.Research shows that: first,the network quality of the film the main influencing factors of enterprise quality management capabilities,respectively,the collaborative governance,interest,and the quality of the industry management environment,and the influence factors of interest into the cooperative governance mechanism,to promote enterprise promote quality management ability,form good industry quality management environment.Second,under the market spontaneous adjustment mechanism,consumer groups found within the platform network film low quality problem of probability,the platform of low quality film punish coefficient,consumer evaluation are all positive negative effects on the video platform for network film active supervision probability,and enterprise in the production of high quality web movies probability.Among them,film enterprises are more sensitive to the positive effects of consumer evaluation,while platforms are more sensitive to the negative effects of consumer evaluation.Third,enterprises in the movies,video platform,the government tripartite game,film enterprise strategy choice of main consideration in high quality and low quality of the production cost of the difference degree between film,equivalent to a profitable space,when the difference is greater than the need to pay the external cost and negative utility cost,it tends to produce low quality movies,conversely tend to produce high quality films.As for the video platform,its strategy selection is mainly influenced by government support and incentives,and as the probability of low quality production of film enterprises increases,the platform has higher requirements for incentive amount.The government’s choice of strategy is mainly influenced by the cost of regulation.However,when both film enterprises and platforms choose the negative coordination strategy,the smaller the penalty benefits they get,the more likely the government will be inclined to strict regulation.Therefore,this paper proposes to improve the video platform internal reward and punishment mechanism;Change the way of government governance,implement supervision and guidance parallel;Improve the public evaluation feedback mechanism and other strategic suggestions.