基于信用监管的直播带货治理研究

Research on the Governance of Livestream Marketing Based on Credit Supervision

摘要: 直播带货是一种电子商务与网络直播融合发展而成的新型互联网营销模式，涉及多个行为主体，滋生出诸多乱象，如伪劣产品、虚假宣传等，破坏市场信用。传统的政府单一监管形式难以应对直播带货这种新业态，应当建立多元主体共同参与的信用监管体系，解决直播带货中部门协同监管效果有限、直播带货平台监管体系不完善、社会监督机制时有缺位的治理困境。具体而言，一要加强政府部门之间的协同监管，二要完善直播带货平台监管体系，三要充分发挥社会监督力量。

Abstract: Livestream marketing is a new internet marketing model developed through the integration of e-commerce and online live streaming, involving many stakeholders and giving rise to various irregularities such as shoddy products and false advertising, which undermine market credit. The traditional single-regulatory form of the government is difficult to cope with the new business model of livestream marketing, and a credit supervision system involving multiple stakeholders should be established to address the governance challenges such as limited departmental collaborative supervision in livestream marketing, imperfect supervision systems of livestream marketing platforms, and occasional gaps in social supervision mechanisms. Specifically speaking, firstly, it is necessary to strengthen the collaborative supervision among government departments, secondly, improve the supervision system of livestream marketing platforms, and thirdly, give full play to the power of social supervision.