直播电商从业人员职业素养协同治理创新研究

Research on Innovation in Collaborative Governance of Professional Competence for Live-Streaming E-Commerce Practitioners

摘要: 随着直播电商用户规模与市场体量的持续扩大，因从业人员职业素养缺失而引发的虚假宣传、数据造假、售假侵权等行业乱象频发，严重损害市场信任基础，制约行业可持续发展。本文从“治理主体、素养标准、实施路径”三个维度构建了直播电商从业人员职业素养协同治理机制，主张形成平台、MCN机构、行业协会与高校多元协同的治理责任网络；设计涵盖基础法规、伦理案例与社会责任的分层适配的职业素养标准；采用融合线上微课、AI互动与线下情景模拟的混合式赋能路径，并最终通过建立与流量、佣金等核心权益挂钩的“职业信用档案”实现长效激励与约束，为治理直播电商伦理失范问题提供理论支持与实践参考，对治理直播电商伦理失范、规范市场主体行为、保护消费者权益、推动数字经济高质量发展具有重要的现实意义。

Abstract: With the continuous expansion of the user base and market size of live-streaming e-commerce, frequent industry issues such as false advertising, data fraud, and sales of counterfeit products, caused by a lack of professional ethics among practitioners, are seriously eroding market trust and hindering the sustainable development of the industry. This paper constructs a collaborative governance mechanism for the professional competence of live-streaming e-commerce practitioners from three dimensions: “governing bodies, competence standards, and implementation pathways”. It proposes establishing a multi-stakeholder governance responsibility network involving platforms, MCN agencies, industry associations, and universities; designing tiered and appropriately tailored professional competence standards covering basic regulations, ethical case studies, and social responsibility; and adopting a blended empowerment approach that integrates online micro-courses, AI interactions, and offline scenario simulations. Ultimately, the mechanism aims to achieve long-term incentives and constraints by establishing a “Professional Ethics Record” linked to core interests such as traffic exposure and commission rates. This study provides theoretical support and practical references for addressing ethical misconduct in live-streaming e-commerce, and holds significant practical importance for governing such misconduct, standardizing market participant behavior, protecting consumer rights, and promoting the high-quality development of the digital economy.