直播带货现象的经济学分析

An Economic Analysis of the Phenomenon of E-commerce Livestreaming

2020年直播带货迎来井喷式爆发,各行各业的名人纷纷下场进行直播带货,将其带入大众视野。《关于对拟发布新职业信息进行公示的公告》等政府文件的发布更是证明了其越来越高的认可度。直播带货的机制具有边际成本低而边际收益高,通过激励促进消费、降低信息不对称带来的距离感、促进就业等特点,于产业、实体经济都有巨大贡献。虽然直播带货广告模式和销售模式有别于传统模式,但也会带来“市场饱和”“投资风险”,以及部分直播带货平台、商家可能存在的“价格欺诈”等问题。因此,本文建议政府部门及相关机构通过健全法律体系、加强行政监管、完善自律机制等进行规制;建议电商平台加强自身监管义务,保护消费者合法权益等,以便直播带货将会走得更加规范,有更好地发展。

In 2020,e-commerce livestreaming ushered in a blowout,and celebrities from all walks of life carried out live broadcasting and brought it into the public view.The release of government documents,such as the Announcement on Publicity of New Occupation Information t o be released,h as proved its i ncreasing recognition.T he Mechanism of e-commerce l ivestreaming has the characteristics of low marginal cost and high marginal revenue,promotes consumption through incentives,reduces the sense of distance caused by information asymmetry,and promotes employment.It makes great contributions to the industry and the real economy.Although the advertising model and sales model of live streaming is different from the traditional model,it will also bring about market saturation and investment risks,as well as some issues such as price fraud that may exist in live streaming platforms and merchants.Therefore,this article recommends that government departments and related institutions improve the legal system,strengthen administrative supervision,and improve self-discipline mechanisms;it is recommended that e-commerce platforms strengthen their own supervision and protect the legitimate rights and interests of consumers,so as to make e-commerce livestreaming more standardized and have better development.