电商直播背后的乱象及应对策略——以快手平台为例

The Chaos and Coping Strategies behind E-Commerce Live Broadcasting—Taking Kuai Platform as an Example

近年来,电商直播行业快速发展给人们带来极大便利的同时,也产生了一些乱象。本文以快手平台为例,分析了其“达人带货”和“秒杀”这两种带货模式,发现了其有营销内容失实、消费者权益保护不力和偷税漏税等乱象。对此,本文提出了相应的策略来解决这些乱象。首先,快手应加强平台自身管理,提升直播门槛,实行直播“申请制”,对主播的综合素质和专业能力进行考察,让主播提升自己的专业能力。对于有夸大宣传和偷税漏税行为的主播禁播,根据其严重程度,处以“暂时停播”和“永久性停播”惩罚,平台还需增强用户举报功能。其次,平台应完善其售后服务和相关的消费者权益保护法也应得到完善。最后,相关的法律法规应该明确规定电商直播收入的性质和纳税义务人。In recent years, while the rapid development of the e-commerce live broadcast industry has brought great convenience to people, it has also produced some chaos. Taking Kuai platform as an example, this paper analyzes its two modes of “master carry goods” and “second kill”, and finds that its marketing content is inaccurate, consumer rights and interests protection is weak and tax evasion and other chaos. Therefore, this paper puts forward the corresponding strategies to solve these problems. First of all, Kuai should strengthen the management of the platform itself, raise the threshold of live broadcast, implement the “application system” of live broadcast, investigate the comprehensive quality and professional ability of anchors, and let anchors improve their professional ability. For anchors who have exaggerated propaganda and tax evasion, according to their severity, the punishment is “temporary suspension” and “permanent suspension”, and the platform also needs to enhance the user reporting function. Secondly, the platform should improve its after-sales service and the relevant consumer rights and interests protection law should also be improved. Finally, relevant laws and regulations should clearly specify the nature of e-commerce live streaming revenue and taxpayers.