“直播带货”的动态隐患现状分析及防控策略——基于网红经济新业态治理视角

Analysis on Prevention and Control Strategies of the Status Quo of the Hidden Dangers of"Live Delivery with Goods"——Based on the Governance of Forms of Internet Celebrity Economy

随着网络经济的迅速走红,“网红代言”“直播带货”等线上经济形态持续火爆。在市场产品同质化的背景下,直播可以帮助消费者有目的性地完成筛选以实现更快匹配供需关系,有助于拉动消费,促进经济发展。与此同时,由于目前直播电商带货产业缺乏规范约束,经营管理混乱、从业人员素质不高、内容良莠不齐等侵害消费者权益的问题日渐突出,新业态对社会治安的影响已经有所显现。通过分析直播电商带货产业的发展现状,深入分析其对社会治安的影响,剖析存在问题,提出对策建议,以期为直播行业管理和治安防控工作提供参考。

With the rapid popularity of the network economy,online economic forms such as"online celebrity endorsement"and"live delivery with goods"continue to be popular.In the context of market product homogenization,live broadcasting can help consumers purposefully complete the screening,so as to achieve faster matching between supply and demand,help stimulate consumption and promote economic development.At the same time,due to the lack of normative constraints in the live e-commerce delivery industry,the problems of infringing on consumers'rights and interests such as chaotic operation and management,low quality of employees and uneven content are becoming increasingly prominent,and the impact of the new business format on social security has appeared.By analyzing the development status of the live broadcast e-commerce delivery industry,deeply analyzing its impact on social security,analyzing the existing problems,and putting forward countermeasures and suggestions,in order to provide reference for the management and public security prevention and control of the live broadcast industry.