直播电商中的监管困境和治理对策研究

Research on Regulatory Dilemmas and Governance Countermeasures in Live-Streaming E-Commerce

摘要: 直播电商作为数字经济与电子商务深度融合的新业态，有实时互动、场景化营销、转化效率高等优势，因而已经成长为促进消费增长、完善电商业态的重要动力来源。但是，近年直播电商爆发式增长的同时也带来了监管模式与新型业态运营逻辑适配性不足、平台监管形式化、行业标准不统一、智慧监管滞后等问题，故而当前直播电商领域存在着十分突出的监管困境。因此本文以电子商务监管为切入点，结合直播电商的业态特征及运行规律，对直播电商的监管难题予以系统梳理，厘清其根本原因，进而提出针对性治理对策，最终目标是让直播电商行业在规范中健康发展，切实提高直播电商监管效能，更好地维护直播电商市场经营秩序。

Abstract: As a new business model emerging from the deep integration of the digital economy and e-commerce, live-streaming e-commerce boasts advantages such as real-time interaction, scenario-based marketing, and high conversion efficiency, making it a key driver for boosting consumer growth and refining e-commerce operations. However, the explosive growth of live-streaming e-commerce in recent years has also exposed challenges—including inadequate alignment between regulatory frameworks and the operational logic of this new business model, superficial platform oversight, inconsistent industry standards, and lagging intelligent regulatory systems—resulting in significant regulatory dilemmas within the sector. This paper examines e-commerce regulation as a starting point, systematically analyzes the regulatory challenges faced by live-streaming e-commerce by considering its distinctive operational characteristics and mechanisms, identifies their root causes, and proposes targeted governance countermeasures. The ultimate goal is to foster healthy industry development through standardized practices, enhance regulatory effectiveness, and better safeguard market order in live-streaming e-commerce.