直播带货的学理审视与治理研究

Academic Theory Review and Governance Research of Livestream Marketing

直播带货以其不可遏制的生命力和蓬勃发展的向上态势成为当前有相当影响力的一种营销模式。直播带货具有"直播+营销"二元组合、网络经济最新业态、沉浸式社群临场,以及经济、社会交换双重耦合的概念内涵,其引发了诸如信任基础破坏、意思自治弱化、责任机构离散、监管制度困境等问题和风险。为推动直播带货平稳、规范、可持续发展,应对其开展综合治理与重点群体规制,明确直播平台义务、明确主播责任分配、完善运行机制、健全保障机制,从而使其真正实现科技向善,创建新时代的"数字新民俗"。

With its unstoppable vitality and booming upward trend,the livestream marketing has become an influential marketing mode at present.The concept connotation of livestream marketing includes the dual combination of "livestream + marketing",the latest business form of network economy,immersive community spot and the dual coupling of economic and social exchange.Such problems and risks as the destruction of trust foundation,the weakening of autonomy of will,the dispersion of responsibility institutions,and the dilemma of supervision system have been caused by livestream marketing.In order to achieve steady,standardized and sustainable development of livestream marketing,comprehensive governance and regulation of key groups should be carried out,the obligations of live-broadcasting platforms should be clarified,the responsibility distribution of anchors should be clarified,and the operation mechanism and guarantee mechanism should be improved,so as to truly achieve for good science and technology,to create a "digital new folklore" in the new era.