政府监管下网络直播销售模式的可持续发展

Sustainable Development of Online Live Broadcast Sales Business Model under Government Supervision

摘要: 近年网络直播销售模式得到了飞速发展。这种新兴的商业模式在带给社会便利的同时，也给政府和市场带来了挑战。当前我国网络直播销售模式存在的产品质量参差不齐、主播专业性不足和行业规范缺失等问题不仅阻碍了网络直播带货行业的可持续发展，也显示出政府对其的监管有待进一步深化。解决网络直播销售模式的监管困境，一方面，应积极推动相关法律法规的完善，明确各主体的责任以保证电商直播消费者的权益，另一方面，建立一个以政府为主体，行业协会积极参与的监管体制，并强化监管过程。

Abstract: In recent years, the webcast sales model has grown by leaps and bounds. While this emerging business model has brought convenience to society, it has also brought challenges to the government and the market. The uneven quality of products, the lack of professionalism of live-streamer and the absence of industry regulations are not only hindering the sustainable development of the live webcast sales model, but also showing that the Chinese government’s regulation of it needs to be deepened. To solve the regulatory dilemma of the live webcast sales model, on the one hand, we should actively promote the deepening of relevant laws and regulations, clarify the responsibilities of each subject to ensure the rights and interests of live e-commerce consumers, and on the other hand, establish a regulatory system with the government as the main body and the active participation of industry associations, and strengthen the regulatory process.