浅谈京东商城网络直播带货营销监管存在问题及对策

Discussion on the Problems and Countermeasures in the Supervision of Jingdong Mall’s Online Live Delivery Marketing

摘要: 近年来，我国网络直播行业呈现出直线发展趋势，竞争也越来越激烈，已经从最开始的技术、资本转化为流量、内容、主播等各方面的竞争。网络直播带货营销作为一种新兴的营销方式，吸引着越来越多的人参与其中，各种各样的娱乐平台、电子商务平台，借助“网红”、“知名演艺人员”带货，既给平台引流，又提高了商品销售量，使得自身在激烈的市场竞争中更具优势。但部分平台网络直播带货营销过程中也存在着一些问题，直播数据虚假、销售假冒伪劣商品、消费者维权困难、信息泄露等多重问题频发，说明我国关于网络直播营销监管仍有很多不足，加强对网络直播营销环境的高质量监管，成为全社会的诉求。本文以京东商城为研究对象，分析京东商城知名演艺人员直播带货营销现状，发现京东商城网络直播带货营销中存在以下监管问题，即法律法规缺失、惩处力度不足；监管方式单一僵化；监管技术亟待更新。借此找出提高京东商城网络直播带货营销成效的对策，帮助京东商城更好更快地实现营销目标。

Abstract: In recent years, China’s online live streaming industry has shown a linear development trend, and competition has become increasingly fierce. It has transformed from technology and capital to competition in various aspects such as traffic, content, and anchors. As an emerging marketing method, online live streaming sales attract more and more people to participate. Various entertainment and e-commerce platforms use “internet celebrities” and “well-known performers” to promote their products, which not only attract traffic to the platform but also increase product sales, giving themselves an advantage in fierce market competition. However, there are also some problems in the process of online live streaming sales on some platforms, such as false live streaming data, sales of counterfeit and inferior products, difficulties in consumer rights protection, and information leakage. This indicates that there are still many shortcomings in China’s supervision of online live streaming marketing. Strengthening high-quality supervision of the online live streaming marketing environment has become a demand of the whole society. This article takes JD.com as the research object and analyzes the current situation of live streaming sales and marketing by well-known performers on JD.com. It is found that there are regulatory issues in the online live streaming sales and marketing of JD.com, namely the lack of laws and regulations and insufficient punishment; the regulatory approach is single and rigid; regulatory technology urgently needs to be updated. Based on these findings, countermeasures are proposed to improve the effectiveness of JD.com’s live streaming e-commerce marketing, helping JD.com achieve its marketing goals better and faster.