直播带货主体分析与规制路径

The Main Body Analysis and Regulation Path of Network Broadcast Selling Goods

摘要: 本文是关于网络直播带货侵权的深入探讨，以抖音平台与近期的“三只羊美诚月饼”事件为例分析了直播带货的大背景、涉及的法律规制问题，以及直播间运营者、直播营销人员、网络直播平台等主体的责任与监管，同时提出了加大惩罚力度、加强监督管理、拓宽维权渠道等建议，旨在规范网络直播带货行为，保护消费者权益。具体使用了文献分析法、案例分析法等多种研究方法。整理权威网站中已有的研究理论，并且进行了全面分析。同时，以近期热门事件为案例对相关法律问题进行论述。

Abstract: This paper is an in-depth discussion on the infringement of livestreaming goods. Taking the case of TikTok Platform and the recent “Three Sheep Meicheng mooncake” as an example, it analyzes the background of livestreaming goods, the legal regulation issues involved, and the responsibilities and supervision of livestreaming operators, livestreaming marketers, livestreaming platforms and other subjects. At the same time, it puts forward suggestions such as increasing punishment, strengthening supervision and management, and broadening rights protection channels, aiming at regulating the behavior of online live broadcasting with goods and protecting the rights and interests of consumers. A variety of research methods such as literature analysis and case analysis are used. It sorts out the existing research theories in authoritative websites, and carries on a comprehensive analysis. At the same time, it delves into relevant legal issues, taking recent popular events as case.