电商直播平台流量监管下的发展困境和完善规制

Development Challenges and Regulatory Optimization of E-Commerce Live Streaming Platforms under Traffic Governance

摘要: 随着数字经济的蓬勃发展，电商直播已成为我国商品流通方式变革与消费升级的重要引擎。在这一商业模式中，流量作为核心生产要素，其分配与监管逻辑直接决定了市场主体的生存状态。然而，当前电商直播平台在流量配置过程中，面临着算法逻辑导致的经营同质化、流量成本高、数据资源垄断以及市场透明度不足等多重发展困境。本文通过分析平台流量配置的内在运作机制，探讨了流量监管失衡对市场生态的影响，并从算法规制、数据去中心化治理及提升主体数字素养等角度提出完善规制的对策建议，旨在构建公平竞争、高效有序的电商直播发展新格局。

Abstract: With the rapid expansion of the digital economy, e-commerce live streaming has emerged as a key driver of transformation in commodity circulation and consumption upgrading in China. Within this model, traffic—functioning as a core productive resource—plays a decisive role, as its allocation and governance directly shape the survival and development of market participants. However, in the current process of traffic allocation, e-commerce live streaming platforms face multiple structural challenges, including algorithm-driven homogenization of business practices, rising traffic acquisition costs, concentration of data resources, and insufficient market transparency. By examining the internal operational mechanisms of platform-based traffic allocation, this study analyzes the impact of imbalanced traffic governance on the market ecosystem. Furthermore, it proposes regulatory improvements from the perspectives of algorithmic governance, data decentralization, and the enhancement of digital literacy among market participants, with the aim of fostering a more equitable, efficient, and orderly development paradigm for e-commerce live streaming.