网络直播带货的行政监管制度完善路径

Research on Improving the Administrative Supervision System for Online Live Stream Selling

摘要: 网络直播带货作为数字经济重要业态，在激活消费潜力、助力产业升级的同时，也因行政监管制度滞后暴露出诸多问题。针对问题引入风险监管理论与网络治理理论作为分析框架，系统梳理当前监管体系在事前、事中、事后三个阶段的多重困境，并提出需构建全周期的治理框架，以实现业态规范与创新发展的平衡，为数字经济背景下行政监管效能提升提供参考。

Abstract: Live stream selling, as a vital component of the digital economy, has played a significant role in stimulating consumption potential and facilitating industrial upgrading. However, it has also exposed numerous issues due to lagging administrative regulatory systems. By introducing risk-based regulatory theory and network governance theory as analytical frameworks, this paper systematically examines the multi-faceted challenges within the current regulatory system across the pre-event, in-process, and post-event stages. It further proposes the need to establish a whole-cycle governance framework to balance industry standardization with innovative development. This aims to provide insights for enhancing the efficacy of administrative regulation in the context of the digital economy.