直播经济生态失序问题与全链条治理对策

Ecological Dysfunction in the Live-Streaming Economy and Full-Chain Governance Countermeasures

摘要: 直播经济作为数字经济的重要组成部分，已成为推动高质量发展的新动能。然而，当前直播生态中存在低俗内容泛滥、虚假营销误导与不实信息传播等突出乱象，严重污染网络生态并侵害消费者合法权益。本文基于信息不对称理论剖析失序成因，并引入协同治理理论视角，探讨破解直播经济生态失序的全链条治理路径。研究提出四条对策：一是建立“平台自控、行业协管、政府监管”的三级内容审核机制，形成协同监管闭环；二是完善主播资质管理与信用评价体系，规范从业人员行为；三是强化商品信息预审与营销话术管控；四是健全质量抽检与先行赔付制度，全面强化消费者权益保障。

Abstract: As an important component of the digital economy, the live-streaming economy has become a new driver for high-quality development. However, the current live-streaming ecosystem is plagued by prominent disorders, such as the proliferation of vulgar content, misleading false marketing, and the dissemination of inaccurate information. These issues severely pollute the online environment and infringe upon the legitimate rights and interests of consumers. Based on the theory of information asymmetry, this paper analyzes the root causes of these disorders and introduces the perspective of collaborative governance theory to explore full-chain governance pathways for rectifying the ecological dysfunction of the live-streaming economy. The study proposes four countermeasures: first, establishing a three-tier content review mechanism involving “platform self-regulation, industry co-governance, and government supervision” to form a closed loop of synergistic regulation; second, improving the streamer qualification management and credit evaluation system to regulate practitioner behavior; third, strengthening the pre-review of product information and the control of marketing scripts; and fourth, perfecting the systems of quality spot-checks and advance compensation to comprehensively enhance the protection of consumer rights.