摘要
直播带货作为一种新兴的商业模式,在促进经济发展的同时,也暴露出虚假宣传、产品质量问题、数据造假等诸多乱象。基于政策执行综合模型的视角审视,直播带货监管政策执行的现实困境表现为:目标群体多样性、技术快速迭代以及社会认知差异等特点影响了该领域问题的可处理性;政策条款的模糊性、政策资源的不足以及执行机构间协调性欠缺限制了对执行过程所具有的规制能力;文化环境、教育环境、舆论环境中存在的不利因素相互交织,导致公众对直播带货的认知存在偏差,难以形成对监管政策的广泛认同。据此,完善政策条款的明确性、技术赋能与机制优化、完善法律体系、促进执法能力升级、通过多元主体参与构建良性生态可作为破解直播带货监管困境的有效路径。
Live streaming sales,as an emerging business model,not only promotes economic development,but also exposes many irregularities such as false advertising,product quality problems,and data fraud.From the perspective of the comprehensive policy implementation model,the practical difficulties in the implementation of live streaming e-commerce regulatory policies are manifested as the diversity of target groups,rapid technological iteration,and social cognitive differences,which affect the tractability of problems in this field;The ambiguity of policy terms,insufficient policy resources,and lack of coordination among implementing agencies limit the regulatory capacity of the implementation process;The interweaving of unfavorable factors in the cultural environment,educational environment,and public opinion environment leads to a bias in the public's perception of live streaming sales,making it difficult to form a widespread recognition of regulatory policies.Based on this,improving the clarity of policy provisions,technological empowerment and mechanism optimization,perfecting the legal system,promoting the upgrading of law enforcement capabilities,and building a benign ecosystem through the participation of multiple entities can be effective paths to solve the regulatory dilemma of live streaming e-commerce.
作者
李泽华
Zehua Li(North China Electric Power University,Beijing 102206)
出处
《金融界》
2025年第3期19-21,共3页
关键词
直播带货
政策执行
综合模型
live streaming sales
policy implementation
integrated model
