论网络直播营销的协同共治

On the Collaborative Governance of Online Live-Streaming Marketing

摘要: 随着数字经济的深化发展，网络直播带货作为一种融合在线直播与电子商务的新型营销模式，实现了对传统购物方式在交互体验与传播效能上的深刻变革。这种新型营销模式在优化消费体验、拓展市场边界的同时，也暴露出产品质量、虚假宣传、数据造假与税收监管等一系列法律风险，对消费者权益保护与市场秩序维护构成了现实挑战。当前，分散的立法体系、有限的执法资源与固化的监督渠道，使得传统治理模式难以有效应对其带来的复杂问题。在此背景下，从协同共治的视角出发，探索构建一个融政府监管、平台自治、行业自律与社会监督于一体的多元法律治理体系，对于规范行业健康发展、优化数字经济营商环境具有重要的理论意义与实践价值。

Abstract: With the deepening development of the digital economy, live-streaming sales, as a new marketing model that integrates online live-streaming and e-commerce, have brought about profound changes to traditional shopping methods in terms of interaction experience and communication effectiveness. This new marketing model, while optimizing the consumer experience and expanding the market boundaries, has also exposed a series of legal risks such as product quality, false advertising, data fraud and tax supervision, posing a real challenge to the protection of consumer rights and the maintenance of market order. At present, the fragmented legislative system, limited law enforcement resources and rigid supervision channels make it difficult for the traditional governance model to effectively deal with the complex problems it brings. Against this backdrop, from the perspective of collaborative governance, exploring the construction of a multi-dimensional legal governance system integrating government supervision, platform self-governance, industry self-discipline and social oversight holds significant theoretical and practical value for regulating the healthy development of industries and optimizing the business environment of the digital economy.