Research on the collaborative mechanism between live e-commerce and green supply chain: a case study of social fission platforms
直播电商与绿色供应链协同机制研究——以社交裂变平台为例

摘要

在“双碳”目标深入推进的时代背景下，绿色供应链已成为企业实现可持续发展的核心战略方向。直播电商作为数字经济时代的新兴商业模式，凭借其去中心化、强互动性、高转化率的独特优势，正深刻重塑着传统消费场景。尤其是在社交裂变平台的驱动下，直播电商供应链呈现出高频次交易、小批量订单、快速响应市场等显著特征，这无疑大大增加了绿色协同的难度。本文以构建直播电商绿色供应链协同的影响机制框架，深入探讨社交裂变平台环境下正式治理与关系治理的具体路径，并针对性地提出增强绿色协同水平的对策建议。在直播电商生态中，非正式关系扮演着关键的纽带角色，其中信任与社群黏性是推动绿色信息共享与联合决策的核心要素。本文旨在为新兴电商平台的绿色转型提供坚实的理论支撑与切实可行的实践借鉴，助力电商行业在实现经济效益的同时，更好地履行环境责任。

Abstract

In the context of the deepening of the "dual carbon" goal, green supply chain has become the core strategic direction for enterprises to achieve sustainable development. Live streaming e-commerce, as an emerging business model in the digital economy era, is profoundly reshaping traditional consumption scenarios with its unique advantages of decentralization, strong interactivity, and high conversion rates. Especially driven by social fission platforms, the supply chain of live streaming e-commerce presents significant characteristics such as high-frequency transactions, small batch orders, and rapid response to the market, which undoubtedly greatly increases the difficulty of green collaboration. This article aims to construct a framework for the impact mechanism of green supply chain collaboration in live streaming e-commerce, explore in depth the specific paths of formal governance and relationship governance in the social fission platform environment, and propose targeted countermeasures and suggestions to enhance the level of green collaboration. In the live streaming e-commerce ecosystem, informal relationships play a crucial role as a link, with trust and community cohesion being the core elements driving green information sharing and joint decision-making. This article aims to provide solid theoretical support and practical reference for the green transformation of emerging e-commerce platforms, helping the e-commerce industry to achieve economic benefits while better fulfilling environmental responsibilities.