数字经济时代网络直播营销问题及法律规制研究

Research on Issues and Legal Regulation of Online Live Streaming Marketing in the Digital Economy Era

摘要: 随着商业活动与互联网技术的深度融合，数字经济呈现出蓬勃发展的态势。近年来，作为新兴业态的网络直播营销模式正迅速发展，在推动我国社会经济增长方面发挥了显著的积极作用。然而，在网络直播营销行业快速扩张的过程中，营销商品质量参差不齐、宣传推广过度夸大、消费者维权渠道不畅等问题日渐凸显。对此亟需进一步健全网络直播营销领域的法律规范，明确平台、主播、商家等各方主体的权利与责任，构建起全方位、多层次的监督管理体系。通过对网络直播营销行为实施有效监管与约束，推动该行业在法治化轨道上实现健康、有序发展。

Abstract: With the deep integration of commercial activities and Internet technology, the digital economy is showing a trend of vigorous development. In recent years, as an emerging business model, live streaming marketing has risen rapidly and played a significant positive role in promoting China’s social and economic growth. However, in the process of rapid expansion of the live streaming marketing industry, the quality of marketing commodities is uneven, the publicity and promotion are excessively exaggerated, and the channels for consumers to safeguard their rights are not smooth. To this end, it is urgent to further improve the legal norms in the field of live streaming marketing, clarify the rights and responsibilities of platforms, anchors, merchants, and other parties, and build a comprehensive and multi-level supervision and management system. Through effective supervision and restraint of live streaming marketing, we will promote the healthy and orderly development of the industry and keep it on track with legality.