数字经济背景下直播电商协同治理困境与优化路径研究

Research on the Dilemma and Optimization Path of Collaborative Governance of Live E-Commerce under the Background of Digital Economy

摘要: 在数字经济高度发展的大环境背景下，直播电商作为电子商务的新型业态模式，已成为驱动消费增长、赋能实体经济的核心驱动力。然而，随着行业规模的快速扩张，主体交织的复杂生态、算法技术的隐蔽应用以及监管体系的滞后性，致使虚假宣传、假货泛滥和数据安全等问题频发，单一主体的治理模式已难以适配行业发展需求，协同治理已成为破解困境的关键路径。本文基于协同治理理论、数字经济理论与平台治理理论，系统梳理直播电商协同治理的核心主体、运行机制与实践现状，深入剖析当前治理过程中存在的主体责任界定模糊、协同机制不健全、技术赋能不足等核心困境，并结合典型案例提出针对性的优化路径。

Abstract: Against the backdrop of the high-quality development of the digital economy, live e-commerce, as a new form of e-commerce, has become a core engine driving consumption growth and empowering the real economy. However, with the rapid expansion of the industry scale, the complex ecology of interwoven subjects, the hidden application of algorithmic technologies, and the lag of the regulatory system have led to frequent occurrences of problems such as false propaganda, rampant counterfeit goods, and data security risks. The single-subject governance model can no longer adapt to the needs of industry development, and collaborative governance has become a key path to solving the dilemma. Based on the collaborative governance theory, digital economy theory, and platform governance theory, this paper systematically sorts out the core subjects, operation mechanisms, and practical status of live e-commerce collaborative governance, deeply analyzes the core dilemmas existing in the current governance process, such as unclear definition of subject responsibilities, imperfect collaborative mechanisms, and insufficient technical empowerment, and puts forward targeted optimization paths combined with typical cases.