直播带货的现存问题及治理路径

Existing Problems and Governance Paths of Live-Streaming Sales

近些年来,伴随着中国经济的飞速发展,网络技术的不断成熟,“直播带货”这一新兴的商业经营方式也逐渐走入了大众的视野。与传统的电子商务相比,消费者可以在网络上进行直播购物,并听到主播对商品的详细介绍以及商品的推荐理由,还能与主持人和其他顾客在评论区域进行实时互动,这远比简单的几句产品介绍、几张产品效果图以及充斥着真实性不详的买家秀具有更好的购物体验感。当今的直播电商,为社会带来了巨大的经济效益,创造了大量新的就业机会。然而,因为该模式发展的时间很短,而且直播带货行业发展很快,所以无论是行业内部制度还是政府监管制度都不够健全,因此在运营的过程中,也出现了许多问题,文章针对这些问题提出了相应的治理路径。

In recent years,with the rapid development of China's economy and the continuous maturity of network technology,the emerging business operation mode of"live-streaming sales"has gradually been known to a wider public.Compared with the traditional e-commerce,consumers can make a live shopping on the internet,and hear the host's detailed introduction of the product and the reason for recommending the product.They can also interact with the host and other customers in real time in the comment area,which is far better than a simple product introduction,a few product renderings,and a buyer show full of unknown authenticity.Today's livestreaming e-commerce not only brings huge economic benefits to the society,but also creates a large number of new employment opportunities.However,because the development time of this model is very short,and the live streaming industry is developing rapidly,neither the internal system of the industry nor the government supervision system is sound enough.So in the process of operation,there are also many problems,and this paper proposes corresponding governance paths for these problems.