摘要
近些年网络直播营销因方便快捷、实时互动性强以及较高的用户“黏性”,得到了许多用户的首肯,不仅成为了万众瞩目的焦点,还一举跃升为热门的主流营销渠道。但与之而来的诸多问题,例如虚假宣传、产品质量问题以及偷逃漏税等尤为值得关注。应当对网络直播营销的现状及相关要素予以相应的界定,并对直播营销主体的身份和潜在的法律风险作必要的探究,进而引出规制路径,即通过政府监管、行业自律的二元模式对网络直播营销予以规范和引导,实现“网络直播带货”的规范有序性发展。
In recent years,due to the convenience,real-time interaction and high user"Stickiness",live online marketing has become a popular mainstream marketing channel.However,many problems,such as false publicity,product quality problems and tax evasion,are particularly worthy of attention.We should define the current situation and relevant elements of the network live broadcast marketing,and explore the identity of the main body of the live broadcast marketing and the potential legal risks,and then lead to the regulatory path,that is,to standardize and guide the network live broadcast marketing through the dual mode of government supervision and industry self-discipline,so as to realize the standardized and orderly development of"network live broadcast with goods".
作者
王诗华
WANG Shi-hua(College of Criminal Law Scrence,Beijing Normal University,Beijing 100875)
出处
《牡丹江大学学报》
2021年第12期9-14,共6页
Journal of Mudanjiang University
基金
北京师范大学刑事法律科学研究院2020年研究生科研资助项目(项目编号:2020CCLS001)。
关键词
网络直播营销
虚假宣传
行业自律
法律规制
Online broadcast marketing
False publicity
Industry self-discipline
Legal regulation
