数字零工与社会保障：“直播带货”生态中灵活就业者的参保困境与制度适配研究

Digital Gig Work and Social Security: A Study on the Insurance Participation Dilemma and Institutional Adaptation of Flexible Employees in the “Live Streaming for Sales” Ecosystem

摘要: 随着直播带货的兴起，催生了规模庞大的新型灵活就业群体，该群体劳动关系模糊化特征显著，使得传统以“劳动关系”为核心的社会保障制度面临适配危机。基于此，本研究聚焦主播、助播、运营等直播带货从业者，旨在揭示其具体参保困境及制度根源，并探索可行的制度适配路径。研究采用文献分析、政策文本分析与典型案例研究方法，结果表明，参保困境源于劳动关系认定难、平台责任规避、制度门槛高及从业者自身参保意识与能力弱，且该群体风险结构呈现高职业伤害、强收入波动与低养老积累的特征。据此，本研究提出，需构建“分类分层、多方共担、技术赋能”的社会保障适配体系，短期内可推行职业伤害保障与单险种突破策略，中长期则应推动社会保障与劳动关系适度脱钩的制度改革。

Abstract: With the rise of live streaming for sales promotion, a large-scale new flexible employment group has emerged, which is characterized by a blurred labor relationship, posing an adaptation crisis to the traditional social security system centered on “labor relationship”. Based on this, this study focuses on live streaming sales promotion practitioners such as anchors, assistant anchors, and operators, aiming to reveal their specific difficulties in participating in insurance and the institutional roots, and explore feasible paths for institutional adaptation. The research adopts literature analysis, policy text analysis, and typical case study methods. The results show that the difficulties in participating in insurance stem from the difficulty in identifying labor relationships, platform responsibility avoidance, high institutional thresholds, and weak awareness and ability of practitioners themselves to participate in insurance. Moreover, the risk structure of this group is characterized by high occupational injuries, strong income fluctuations, and low pension accumulation. Based on this, this study proposes the need to build a social security adaptation system that is “categorized and stratified, shared by multiple parties, and empowered by technology”. In the short term, strategies for occupational injury insurance and breakthroughs in single insurance types can be implemented. In the medium and long term, institutional reforms should be promoted to appropriately decouple social security from labor relationships.