网络直播营销策略与法律风险研究

Research on Online Live Streaming Marketing Strategies and Legal Risks

摘要: 网络直播营销作为一种新兴的商业模式，在迅猛发展的同时，也面临着策略异化和法律风险等多重挑战。为促进行业的可持续发展，亟需对网络直播营销策略进行优化与改进。同时，针对网络直播营销面临的法律风险挑战，应当从立法、监管和行业三个层面协同推进，构建完善的法律规制体系。唯有通过多维度、多主体的协同完善，才能有效推动行业的规范化、专业化，为消费者营造一个安全、诚信的网络消费环境。

Abstract: Online live streaming marketing, as an emerging business model, faces multiple challenges, including strategy alienation and legal risks, alongside its rapid development. To promote the sustainable growth of the industry, there is an urgent need to optimize and improve online live streaming marketing strategies. Simultaneously, in addressing the legal risks associated with online live streaming marketing, efforts should be made on three fronts—legislation, regulation, and the industry itself—to collaboratively establish a comprehensive legal framework. Only through multidimensional, multi-stakeholder collaboration can the industry be effectively standardized and professionalized, creating a safe and trustworthy online consumer environment for consumers.