论新型网络营销模式治理体系的构建

Analysis of Developing Governance Systems of New Online Marketing Models

近几年,随着互联网的迅猛发展,以“直播+电商”为代表的新型网络销售模式逐渐兴起。消费经济增长给人们的生活带来便利的同时,直播带货“翻车”事件等问题日益凸显。本文从法律层面入手,分析新型网络营销模式的产生、特点及发展现状,指出直播带货中存在的法律问题并提出解决措施,为营造公平、诚信的市场环境,规范经营者的市场竞争行为,保护消费者的合法权益,应构建以法律规制为核心,执法与监督协同合作的新型网络营销模式治理体系。

In recent years,with the rapid development of the Internet,“live-streaming plus e-commerce”as the representative of the new online sales model gradually emerged.While the growth of the consumer economy brings convenience to people’s lives,the problems of a fl op of the live-broadcasting commerce are increasingly prominent.This paper analyzes the generation,characteristics and development status of the new online marketing models from the legal level,points out the legal problems in live-streaming and proposes countermeasures.To create a fair and honest market environment,we should regulate the market competition behaviors of operators,protect the legitimate rights and interests of consumers,and build new governance systems for online marketing models with legal regulations as the core and law enforcement and supervision in cooperation.