网络直播营销的治理逻辑与制度优化

Governance Logic and Institutional Optimization of Live-Streaming Marketing

摘要: 网络直播营销作为数字经济时代的新型商业模式，在释放消费潜力的同时引发了复杂的治理难题。本文从经济学视角出发，系统分析网络直播营销治理的理论逻辑与制度优化路径。研究表明，直播营销治理的核心困境源于多重信息不对称、双边市场外部性与委托代理冲突的交叠共振，传统“命令控制型”监管模式难以适应业态的技术特征。2025年12月18日公布、2026年2月1日施行的《直播电商监督管理办法》(以下简称《办法》)构建的“全链条责任体系”标志着治理思路从主体定性转向行为定性、从事后处罚转向全程治理。但监管边界的划定仍需在政府规制与平台自治之间寻求动态平衡。制度优化的方向在于：构建激励相容的多元共治格局，完善信用监管与智慧治理工具，疏通消费者维权渠道，实现从“流量至上”到“合规致远”的治理转型。

Abstract: As a new business model in the era of the digital economy, live-streaming marketing has unleashed consumption potential while giving rise to complex governance challenges. From an economic perspective, this paper systematically analyzes the theoretical logic and institutional optimization path of live-streaming marketing governance. The research shows that the core dilemma of live-streaming marketing governance stems from the overlapping and resonance of multiple information asymmetry, two-sided market externalities, and principal-agent conflicts. The traditional “command-and-control” regulatory model is difficult to adapt to the technical characteristics of this business format. The Whole-Industry-Chain Responsibility System established by the Measures for the Supervision and Administration of Live Streaming E-Commerce (announced on December 18, 2025 and came into effect on February 1, 2026) marks a shift in governance philosophy from subject-oriented characterization to conduct-oriented characterization, and from ex-post punishment to whole-process governance. Nevertheless, the delimitation of regulatory boundaries still requires a dynamic balance between government regulation and platform self-governance. The directions for institutional optimization lie in: building an incentive-compatible pattern of multi-stakeholder co-governance, improving credit supervision and smart governance tools, smoothing channels for consumer rights protection, and realizing the governance transformation from “traffic supremacy” to “compliance for sustainable development”.