直播带货的监管困境与对策研究

Research on Supervision Dilemma and Countermeasures of Live Broadcasting with Goods

摘要: 直播带货作为一种新型的电子商务形式，已经成为许多企业和个人销售商品的重要途径。然而，随着直播带货市场的迅速扩张，也暴露出了诸多监管困境，如对直播带货行为相关概念的界定不清晰、现有的行政执法体系不完善、社会监管治理能力弱、当前监管技术难以进行有效地监管等，这些问题的长期存在将不利于直播带货行业的健康发展。因此，本文提出了相应的解决方案。首先，细化有关直播带货行为的相关法律法规，将监管处罚措施实施规则，增加执法的可操作性；其次建立跨部门的监管协调机制，保证监管的透明化和常态化；然后创新直播带货的标准化机制，建立主播职业化道路；最后加快突破监管技术瓶颈，将事后执法转变为事前监督。以此推动直播带货行业自身健康发展，也助力实体经济蓬勃向上。

Abstract: As a new form of e-commerce, live broadcast with goods has become an important way for many enterprises and individuals to sell goods. However, with the rapid expansion of the live broadcast delivery market, many regulatory dilemmas have been exposed, such as unclear definition of related concepts of live broadcast delivery behavior, imperfect existing administrative law enforcement system, weak social regulatory governance capacity, and difficulty in effective supervision of current regulatory technology. The long-term existence of these problems will not be conducive to the healthy development of live broadcast delivery industry. Therefore, this paper puts forward the corresponding solutions. First of all, refine the relevant laws and regulations on live broadcast with goods, implement the rules of supervision and punishment measures, and increase the operability of law enforcement; Secondly, establish an inter-departmental supervision and coordination mechanism to ensure the transparency and normalization of supervision; Then innovate the standardization mechanism of live broadcast with goods and establish the professional road of anchor; Finally, speed up the breakthrough of the technical bottleneck of supervision, and transform law enforcement after the event into prior supervision. In this way, it will promote the healthy development of the live broadcast industry itself and help the real economy to flourish.