| With the development of the in-depth integration of the Internet and various industries,the traditional established business models have been gradually changed or even broken,and new business models have emerged.One of its representative models is the online live broadcast marketing(commonly known as "live broadcast with goods")produced by the integration of online live broadcast and commercial sales.Compared with the traditional marketing model,online live broadcast marketing has its unique advantages,so it has become one of the important sales methods for merchants to promote products.Coupled with the outbreak of the new crown epidemic in the first half of 2020,the popularity of online sales has soared.However,while online live broadcast marketing plays an important role in promoting industrial development,activating the economy and serving social life,it also faces many practical problems,such as unlicensed sales,false propaganda,commodity quality,etc.,which seriously affect the legality of consumers.rights and interests.Therefore,how to correctly guide and supervise the online live broadcast marketing industry and ensure the healthy development of the online live broadcast marketing industry has become an urgent problem that needs to be solved at present.In recent years,the state’s supervision of online live broadcast marketing activities has achieved certain progress and results,but in general,it is still a summary of practice.In November 2020,since the State Administration for Market Regulation issued the "Guiding Opinions on Strengthening the Supervision of Online Live Broadcast Marketing Activities",government departments with regulatory responsibilities have successively issued various regulations to rectify online live broadcast marketing activities.In April 2021,seven departments including the State Administration for Market Regulation jointly issued the "Administrative Measures for Online Live Broadcast Marketing(Trial)",which further specified the regulations on online live broadcast marketing.In November 2021,the Ministry of Human Resources and Social Security of the People’s Republic of China,the Central Cyberspace Administration of China,and the State Administration of Radio and Television jointly released the national vocational skills standards for Internet marketers.Short video creators and anchors with goods have become official types of work,achieving a historic breakthrough.However,the imperfect administrative regulation system and unsatisfactory supervision effect of online live broadcast marketing are still hot issues in the academic circle,and so far there are not many landmark achievements.Therefore,the study of online live broadcast marketing from the perspective of administrative supervision can be said to be a new perspective with certain challenges.Based on the current practice of online live broadcast marketing supervision,this paper combines theory and practice,and on the basis of summarizing and drawing on existing research results,focuses on analyzing and discussing the following issues:The first part: the development status,characteristics and basic principles and theories of administrative supervision of the online live broadcast marketing industry.First of all,starting from the development status of the online live broadcast marketing industry,through the summary and analysis of industry data,we can understand the market dynamics and problems of the industry.Secondly,summarize the characteristics of online live broadcast marketing and understand the difference between this industry and traditional marketing models.Finally,supplemented by the basic principles and theories of administrative supervision of online live broadcast marketing,it provides theoretical support for this article.The second part: through the summary and analysis of the current status of administrative supervision of online live broadcast marketing(including the current situation of legislation and law enforcement),sort out the existing laws,regulations,rules and departmental normative documents,and understand the government departments’ supervision of the online live broadcast marketing industry Law enforcement practice,and then discuss the problems faced by government departments in administrative supervision from the perspective of law(the content of supervision basis is obviously insufficient,the power boundary of the supervision subject is unclear,the legal status of the supervision object is unclear,and the supervision method is lagging and imperfect).The third part: introduces the practice of some provinces and cities in my country on the supervision of the online live broadcast marketing industry,and summarizes the experience that is beneficial to the governance of the online live broadcast marketing legal environment.The fourth part: through the analysis and summary of the above research,aiming at the problems raised in the second part,it is from changing the supervision concept,improving the legal and regulatory system,clarifying the functions and powers of each supervision department and mutual cooperation,and enriching and improving the supervision method.These five aspects put forward countermeasures and suggestions.It is hoped that through the discussion of this article,we can find accurate regulatory breakthroughs for government departments,provide effective supervision methods,truly solve the problems faced by online live broadcast marketing,and then promote the healthy development of my country’s online live broadcast marketing industry. |
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