Research On The Predicament And Countermeasures Of L City Livestreaming Marketing Supervision

Under the background of the rapid development of the Internet,the live broadcast marketing industry has a good development situation.While providing consumers with convenient and fast shopping channels,live marketing also has problems such as sales of prohibited products,false publicity,difficult return and exchange of goods,illegal live content,etc.,which has been strongly reflected by consumers and become a difficulty in governance.As a famous food city,L City has a large number of food enterprises and a complete food industry chain.It has unique advantages in the development of live marketing industry.However,due to the unsound regulatory system and non-standard regulatory methods,there are still problems to be solved in the supervision of live marketing.Studying the dilemma and development countermeasures of live marketing in L city is conducive to creating a safe consumption environment in L City.The research focuses on the supervision status of live marketing in L City,and analyzes from three aspects: supervision basis,supervision measures and supervision effect.It is found that the main regulatory problems of live broadcasting marketing in L City include: little regulatory law enforcement basis,weak role of regulatory subjects,difficult regulatory process,poor effect of regulatory means,etc.The author combined the problems,summed up the following reasons: the regulatory laws and regulations are not perfect,the regulatory system is not perfect,the regulatory force is not sufficient,the regulatory idea is obsolete.Combined with domestic and foreign advanced experience in livestreaming marketing supervision,the following improvement measures are proposed: first,establish a legal system with complete content and systematic coordination,and strengthen the publicity and promotion of laws and regulations on livestreaming marketing;Second,we need to clarify the rights and responsibilities of regulatory bodies to achieve whole-process supervision.Third,strengthen the source of live marketing management,standardize the construction of linkage mechanism;Fourth,we need to build a smart regulatory system and realize multi-agent governance.