马克思主义消费观与网红电商营销乱象及治理研究

Research on Marxist View of Consumption and the Chaos & Governance of Influencer E-Commerce Marketing

摘要: 随着互联网和数字经济的迅速发展，数字平台利用网红流量带动电商作为一种新型消费模式迅速崛起，深刻改变了传统消费结构与消费方式。但是在其高速发展的同时，也暴露出虚假宣传、过度营销、诱导消费等诸多乱象。本文以马克思主义消费观为理论基础，从生产与消费的辩证统一关系、反对消费异化与倡导公平正义消费原则出发，对网红电商带货营销乱象进行系统剖析。在此基础上，提出制度监管、平台治理、消费者教育与文化引导相结合的综合治理路径。研究认为理应以理性消费、适度消费和人的全面发展为核心，实现数字消费生态的规范化发展。

Abstract: With the rapid development of the internet and the digital economy, influencer-driven e-commerce boosted by online celebrity traffic on digital platforms has thrived as a new consumption model, profoundly transforming the traditional consumption structure and consumption patterns. However, amid its rapid development, numerous malpractices have emerged, including false promotion, excessive marketing, and induced consumption. Based on the Marxist view of consumption, this paper systematically analyzes the malpractices in influencer e-commerce marketing from the perspectives of the dialectical unity of production and consumption, opposition to consumption alienation, and advocacy of the principle of fair and equitable consumption. On this basis, it proposes a comprehensive governance approach integrating institutional supervision, platform governance, consumer education and cultural guidance. The study holds that we should focus on rational consumption, moderate consumption and the all-round development of human beings to realize the standardized development of the digital consumption ecosystem.