Research On Management Mechanism Innovation Of Local Government To Promote The Development Of Live E-Commerce Industry——Taking Ouhai District Of Wenzhou City As An Example

In recent years,China’s live broadcast e-commerce industry has developed rapidly.As a new e-commerce development format,it has brought great influence on people’s life and production.In order to promote the development of local economy,the government vigorously supports and promotes the development of live broadcast e-commerce industry,which also puts forward new requirements for local governments to implement mechanism innovation in the transition period.Based on the theory of New public administration and incentive-oriented regulation and using interview method,comparative study method and literature research method,this paper studies the innovation status of local government’s management mechanism in promoting the development of live broadcast e-commerce industry.Taking the Ouhai District of Wenzhou City as an example,this paper introduces three aspects: government operation mechanism,government development mechanism and government restraint mechanism.After a series of promotion measures,Wenzhou Ouhai District government still faces the problem of poor overall effect in the development of live broadcast e-commerce industry.Therefore,this paper focuses on the local government’s promotion of the development of live e-commerce.The study found that there are many problems of the local management mechanism in the process of promoting the development of the live broadcast e-commerce industry,including the unstable organization,the subjective decision-making,lack of top-level design,light strength of policy,insufficient regulation tools,heavy index orientation,lack of assessment system,lag of industry supervision and lack of social supervision.The main reasons are the government’s lack of awareness of new formats and qualitative decision-making.There are defects in the government system and the service department is relatively weak.The government performs its functions poorly and the local public investment is insufficient.There is information asymmetry between government and market innovation subject,and the efficiency of government supervision is low.Learn from the experience of the pioneering areas of live e-commerce industry represented by Binjiang District of Hangzhou and Baiyun District of Guangzhou,it is pointed out that the key for local governments to promote the development of live broadcast e-commerce industry lies in mechanism innovation,and six suggestions for mechanism innovation are put forward: First,innovate the government working mechanism and form an efficient government management organization.Secondly,innovate public decision-making mechanism and build a diversified service supply system.Thirdly,Innovate the public input mechanism and provide services in line with public interests.Fourthly,innovate the financial management mechanism and establish a fair and equitable financial system.Fifth,innovate the performance appraisal mechanism and form a scientific performance evaluation system.Sixth,innovate the government supervision mechanism and improve the effectiveness of government service level.