直播电商行业发展的现实问题与治理策略研究

Research on Problems and Governance Strategies of Live-Streaming E-Commerce Industry Development

摘要: 随着电子支付体系的广泛普及，数字经济与电子商务行业深度融合、协同发展，直播电商已成为推动消费结构升级、助理产业转型升级的重要商业模式。然而在电子商务飞速发展过程中，行业在供应链管理、市场监管、服务保障、合法运营等方面仍存在诸多短板，产品质量参差不齐、运营效率低下、消费者维权困难、监管体系不完善等问题日益凸显，不仅影响消费体验，也制约了直播电商行业的高质量、可持续发展。基于此，本文系统分析当前直播电商发展中的主要问题与形成原因，从供应链优化、平台治理、诚信建设、消费者权益保护等方面提出针对性改进对策，以期为规范行业秩序、提升运营效率、推动直播电商健康发展提供理论参考与实践借鉴。

Abstract: With the extensive popularization of electronic payment systems, the digital economy has been deeply integrated and synergistically developed with the e-commerce industry. Live-streaming e-commerce has become a vital business model for promoting the upgrading of consumption structure and facilitating industrial transformation and upgrading. Nevertheless, with the rapid development of the e-commerce sector, the industry still faces numerous deficiencies in supply chain management, market regulation, service support and compliant operation. Problems including uneven product quality, inefficient order fulfillment, difficulties in consumer rights protection and inadequate regulatory systems have become increasingly prominent, which not only undermine the consumption experience but also restrict the high-quality and sustainable development of the live-streaming e-commerce industry. In view of this, this paper systematically analyzes the main problems existing in the development of live-streaming e-commerce and their causes, and proposes targeted countermeasures from the dimensions of supply chain optimization, platform governance, integrity system construction and consumer rights protection. It aims to provide theoretical references and practical implications for regulating the industry order, improving operational efficiency and boosting the sound development of live-streaming e-commerce.