网络直播带货中不正当竞争行为规制研究

Research on the Regulation of Unfair Competition in Online Live Streaming

摘要: 随着我国互联网和电子商务的快速发展，网络直播带货逐渐成为社会大众普遍关注的热点，在疫情困难时期，直播带货如雨后春笋快速发展，成为了家喻户晓的新型购物方式，但新兴事物通常都伴随着一系列问题，网络直播带货中商家之间不正当竞争行为频繁出现，不但扰乱了正常的经济秩序，而且也损害了消费者的合法权益。目前我国对其行为法律规制冗杂，监管力度不足，导致直播带货市场秩序混乱，因此，本文拟对我国直播带货中不正当竞争行为法律规制现状、存在的问题及完善路径几个方面进行研究，寻求解决问题之道。即充分利用我国互联网大数据技术手段创新监管方式，强化法律的执行力度并建立直播黑名单制度以规范其不正当竞争行为，借鉴国外相关法律规制和实际可行的经验对网络直播带货中不正当竞争行为进行有效的规制，以推动我国直播带货行业健康有序发展。

Abstract: With the rapid development of the Internet and e-commerce in China, online live streaming has gradually become a hot spot of general concern to the public, and in the difficult period of the epidemic, live streaming has sprung up and developed rapidly, becoming a new way of shopping that is well-known, but emerging things are usually accompanied by a series of problems, and unfair competition between merchants in online live streaming has frequently appeared, which not only disrupts the normal economic order, but also damages the legitimate rights and interests of consumers. Therefore, this article aims to study the current legal regulation of unfair competition behaviors in live commerce in our country, the existing problems, and potential improvement paths, seeking solutions to these issues. This involves fully utilizing the innovative regulatory methods brought by our country’s internet big data technology, strengthening the enforcement of laws, and establishing a blacklist system for live streaming to regulate unfair competition behaviors. Additionally, it suggests drawing on relevant legal regulations and practical experiences from abroad to effectively regulate unfair competition behaviors in online live commerce, thereby promoting the healthy and orderly development of this industry in our country.