摘要
作为一种新型营销模式,网络直播带来巨大发展机遇的同时,也对直播营销产品质量监管提出了一系列挑战,如传统经济分析工具失灵、监管理论支撑不力,法律依据未成体系、监管“底气”不足以及监管模式滞后等问题。法和社会学视角下的回应性规制理论倡导纵向的监管策略和横向的监管主体间监管权分配的方案,意在构建出监管机构与被监管者的良性互动,调动各种力量参与监管过程的混合型监管模式。“他山之石可以攻玉”,我国可以本土化回应性规制理论,坚持包容创新审慎干预的理念,修订完善网络直播营销产品质量监管法律规则,明确监管机关职权、智慧化监管手段,以构建网络直播营销产品质量监管新模式,实现网络直播营销产品质量监管优化。
As a new marketing mode,the emergence of live streaming marketing has brought enormous development opportunities,but it has also brought a series of challenges.For example,the failure of traditional economic analysis tools,limited support from regulatory theory,absence of a solid legal foundation,lack of regulatory"confidence",and outdated regulatory approaches.The responsive regulation theory,from the perspectives of law and sociology,proposes a vertical regulatory strategy and a horizontal plan for allocating regulatory rights among subjects.The aim is to establish a constructive interaction between regulatory agencies and regulated entities while mobilizing diverse forces to participate in the hybrid regulatory process model."Stones from other hills may serve to polish the jade of this one."China can localize this theory,adhere to the concept of inclusive innovation and prudent intervention.This involves revising and enhancing legal regulations pertaining to quality supervision in network live broadcast marketing products,clarifying the authority granted to regulatory agencies,
出处
《行政与法》
2024年第3期93-106,共14页
Administration and Law
基金
国家社科基金重大项目“黄河流域生态保护和高质量发展法律制度体系研究”,项目编号:20&ZD185
河南省高校人文社会科学研究项目“民法典1232条与环境民事公益诉讼的契合性”,项目编号:2023-ZZJH-003。
关键词
网络直播营销
产品质量
政府监管
回应性规制
live streaming marketing
product quality
government regulation
responsive regulation
