乡村振兴视野下网络直播带货农产品的规范发展

A Brief Discussion on the Standardized Development of Agricultural Products Sold through Live Streaming in the Perspective of Rural Revitalization

近年来,网络直播带货成为“线上引流+实体消费”的数字经济新模式,受到广大消费者的青睐。在国家政策的倾斜和“乡村振兴”战略背景下,网络直播带货农产品已成为一种新业态销售方式。这种创新的销售方式已成为拓宽农产品销售渠道、实现农民创收增收的重要途径。然而,由于直播电商具有远程、虚拟、不见面交易等特点,农产品网络直播在快速发展的同时,也出现了一些问题,如主播虚假夸大宣传、销售质量不合格产品、偷税漏税等行业乱象逐步显现,在一定程度上侵害了消费者的合法权益,挫伤了农户积极性,也影响了农产品直播电商行业的健康发展。为此,在总结网络直播带货农产品现状的基础上,分析了当前存在的法律困境,并提出了相关的法律建议,以便完善监管体系,保障网络直播带货农产品可持续发展。

In recent years,webcasting with goods has become a new mode of digital economy of“online attraction+physical consumption”,which is favored by the majority of consumers.In the context of national policies and the strategy of“rural revitalization”,webcasting of agricultural products has become a new mode of sales.This innovative sales method has become an important way to broaden the sales channels of agricultural products and realize the income of farmers.However,due to the live e-commerce with remote,virtual,non-meeting transactions and other characteristics,agricultural products webcasting in the rapid development of the same time,there are some problems,such as the anchor false and exaggerated propaganda,the sale of substandard quality products,tax evasion and tax evasion,and other industry chaos gradually appeared,to a certain extent,infringing on the legitimate rights and interests of consumers,frustrated farmers enthusiasm,but also affects the healthy development of the agricultural products live e-commerce industry The industry is also affecting the healthy development of the agricultural live e-commerce industry.In this regard,this paper summarizes the current situation of network live with agricultural products on the basis of analyzing the current legal dilemmas,and puts forward the relevant legal recommendations,in order to improve the regulatory system,to ensure the sustainable development of network live with agricultural products.