Research On Government Supervision Of E-Commerce Live Broadcast Platforms

With the advancement of Internet technology,e-commerce live broadcast platforms have developed rapidly and become an important force in promoting my country’s digital economy and stimulating consumption potential.At the same time,the emerging industry of e-commerce live broadcast platforms is also facing difficulties in the development process,such as There are hidden dangers in the quality of goods,difficulty in obtaining real data,and difficulty in safeguarding consumers’ rights.This not only infringes on the legitimate rights and interests of consumers,but also reduces the public’s trust in the live broadcast platform,which is not conducive to the long-term development of this emerging industry..In order to further promote the standardized development of the e-commerce live broadcast industry and create an orderly competitive environment,the government has adopted a series of regulatory measures for e-commerce live broadcast platforms to regulate these anomalous behaviors.This paper firstly analyzes the current situation of supervision from the perspectives of e-commerce live broadcast platform supervision subjects,supervision regulations,supervision methods and industry self-discipline through literature analysis and policy analysis.Based on the three theories,it is found that the current government supervision of e-commerce live broadcast platforms still has problems such as imperfect supervision basis,diversified and scattered supervision subjects,limited means and level of supervision,and poor supervision effect of the self-discipline mechanism within the industry.The main reasons for the problem are the lag in the design of the top-level system,the weak awareness of collaboration among regulatory entities,the insufficient application of regulatory concepts and technologies,and the lack of regulatory motivation of live broadcast platforms and consumers.And through the analysis of the "Simba Sugar Water Bird’s Nest" incident,to explore the shortcomings of government supervision of e-commerce live broadcast and put forward solutions.Finally,starting from the government,e-commerce live broadcast platform and industry self-discipline and other diverse supervision participants,it is hoped to improve the legal and regulatory system of e-commerce live broadcast platform supervision,build a coordinated and efficient supervision and management system,improve the supervision ability of the supervisory body,build The four perspectives of the multi-dimensional collaborative supervision system can better effectively supervise the e-commerce live broadcast platform.In order to promote the follow-up development of the e-commerce live broadcast industry,it has a certain degree of reference for the supervision of the e-commerce live broadcast platform.