论市场个性化服务的质量监督系统—基于执法监管视角

Quality Supervision System of Marketing Individualized Service—From the Perspective of Law Enforcement Supervision

摘要: 近年来，私人订制的风暴潮席卷全球，从订制消费场景到定制商品和服务，订制服务正给消费者提供一种通过网络购物无法获得的消费体验。而这种私人订制模式仅为个性化服务的一部分。行政部门对个性化服务这一庞杂的产业体系的监管程度难以达到现在个性化服务产业规模的需要，对小规模的个体工商户为主的个性化服务的监管存在着盲区。为建立可控的市场管理体系，笔者从执法监管的角度提出个性化服务质量监督管理系统。笔者将该系统定义为“个性化服务的质量监督管理体系是在个性化经济下，将零散的个体经营的个性化产品交易行为进行登记，鼓励群众参与监督，从而打造出的一个以个体经营户的个性化服务为主体的信誉平台，将社会监督和行政监督有机统一的系统”。本文将个性化服务质量监督管理系统形容为“四步走战略”，一是对个性化服务制定相应的法律法规，二是建立完善可行有效的登记制度，三是建立和完善申诉开放制度，四是建立综合信誉评价系统。笔者认为该系统不是一个孤立的概念，而是一个相互配合的一系列行政手段的完整体系运作。在合理的宣传和执行后，期望达到的效果是能够引导较大数量的民众开始使用该系统，在行政和民众的配合下建立起一个普及率较高的网络质检服务平台，可以在其上展示商户的产品及服务评价，政府对其的检查评分等，完善综合信誉评分机制。一方面推进政府行政现代化、便利化的发展，一方面可以为将来更多的各种产业提供类似的质检公信平台，推动行政职能实现。

Abstract: In recent years, private customized storm surges have swept the world, from customizing consumer scenes to customizing goods and services, and customized services are providing consumers with a consumer experience that can’t be obtained through online shopping. This private customization is only part of the personalized service. The supervision degree of the complex industrial system of the administrative department is difficult to meet the needs of the scale of personalized service industry, and there is a blind spot for the regulation of personalized service based on small and small individual business households. In order to establish a controllable market management system, the author proposes a personalized service quality supervision and management system from the perspective of law enforcement supervision. The system is defined as: “the quality supervision and management system of individualized service is to register the individualized product trading behavior of sporadic individual business under the individualized economy, en-courage the masses to participate in the supervision, and thus create a reputation platform with individual business individual service as the main body, which is an organic unified system of ad-ministrative supervision”. This paper describes the individualized quality of service supervision and management system as “four steps strategy”: first is to formulate relevant laws and regulations for personalized service; second is to establish a perfect and effective registration system; third is to establish and improve the system of appealing and opening; and fourth is to establish a comprehensive reputation evaluation system. The author believes that the system is not an isolated concept, but a complete system operation of a series of administrative measures. After a reasonable publicity and implementation, the desired effect is to guide a large number of people to start using the system and establish a high popularity network quality inspection service platform under the cooperation of the administration and the people, which can show the products and service evaluation of the merchants, the government’s examination and evaluation, and so on, to improve the comprehensive reputation of scoring mechanism. On one hand, we can promote the modernization and convenience of government administration. On the other hand, it can provide similar quality inspection public trust platform for more industries in the future, and promote the realization of administrative functions.