协同治理理论视角下直播带货风险识别与应对策略研究

Identification of Risks in Livestream with Goods and Preventive Solutions from the Perspective of Synergistic Governance Theory

近年来,直播带货发展迅猛并呈现营销模式多元化和服务形式多样化的特点。然而,直播带货在为社会生活提供诸多便利的同时也引发了诸多风险。单向度风险攀升、消费者和企业权益受损风险增加、市场监管难等阻碍了直播带货的可持续发展。为此,基于协同治理理论和SFIC协同治理模型,构建直播带货风险协同治理框架,并在此框架内提出防范、化解直播带货风险的应对策略:一要强化主体协同,明确职能定位,构建组织保障;二要完善政策法规,构建系统性直播带货规范体系,进而建立直播带货风险的协同治理机制,实现治理主体间的合作共赢;三要推动直播带货风险协同治理评估管理机制建设,实现对治理主体的激励和约束。

Livestream with goods has rapidly developed in recent years and presents diversified forms of marketing and service.It provides many convenience to social life while usually accompanied by risks,such as the risk of one-dimensional,harm to both business and consumer interests and difficulties in supervision,which hinder the sustainable development of livestream with goods.This paper builds the logical analysis frame of synergistic governance for risks in Livestream with goods under synergistic governance theory and SFIC model.Then within this frame,it proposes some preventive solutions to the risks.Firstly,we must strengthen the coordination of entities,clarify functional positioning,and build organizational guarantees.Secondly,we must improve policies and regulations,build a systematic and standard system for livestream with goods.Thirdly,we must establish a collaborative governance mechanism for the risks in livestream with goods to achieve win-win cooperation among governance entities.Finally,we must build an evaluation mechanism for the risks in livestream with goods to realize the incentive and constraint to the governance entities.