Research On The Regulation Of Live Marketing Under The Perspective Of Symbolic Consumption

With the popularity of mobile Internet and smart terminals,live marketing as an innovative marketing method has emerged and is experiencing the development process of"active emergence-wild growth-standardization",which plays a positive role in shaping new business models,helping the transformation of the real economy and stimulating economic vitality in the post-epidemic era,but also because of its Therefore,how to re-examine the legal regulation of live marketing from the perspective of symbolic consumption under social change is an urgent social problem,which is of great significance and practical need to solve consumer disputes,prevent industry risks and regulate market governance.This paper will explore the disorderly dilemma of live marketing in the consumer society through the doctrinal review and logical interaction of symbolic consumption and live marketing,and find the proper way out of legal regulation from the derivation and progression of its past system.Live marketing provides consumers with a new interactive media ritual by carefully shaping a variety of elements in one consumer symbol,cultivating a new consumer concept spawned by their eyes and ears,and reaching a shared unity of consumer symbols and consumer meaning.The marketing regulation system constructed by the existing legislation such as the Consumer Rights Protection Law and the Advertising Law mostly adjusts the consumption patterns and consumption decision mechanisms arising from consumers’consumption of objects and objective needs.The consumption decision and consumption decision mechanism behind the new marketing lure model is deeply rooted in the symbolic consumption society,with strong subjective identity and social connection,and the consumption of value and subjective needs become the main purpose of consumer consumption.The new model may induce a misalignment between norms and facts if the previous system is copied,and the legislative development of the United States and Germany are compared to the regulatory paths that can be learned from the comparative law perspective,so as to summarize the corrective innovation of regulatory paths under multiple perspectives.The whole paper is divided into five parts,the introduction part elaborates the research background and significance of this topic;the second chapter explores the rise and dilemma of live marketing;the third chapter explores the live marketing under the vision of symbolic consumption;the fourth chapter analyzes the evolution and progression of the regulation path of live marketing legal regulation;the fifth chapter introduces the corrective innovation of live marketing regulation.