Research On Legal Regulation Of Wechat Marketing

As we all know,in recent years the rapid development of the number of domestic Internet users,WeChat changed people's life,changed the Internet format,but also changed the Internet marketing.Traditional Internet marketing in the ascendant,mobile Internet marketing menacing,WeChat marketing is leading the entire mobile Internet marketing.With more and more businesses and individuals stationed in this market,the blindness of the market intensified,breed a large number of non-standard trading behavior,We Chat marketing infringement repeatedly by the media exposure.In order to effectively curb these problems,it is necessary to purify the marketing environment through legal means and to carry out effective supervision.Therefore,the study of WeChat marketing legal regulation is particularly important.At first,this paper introduces the concept,characteristics and main mode of WeChat marketing,laying a theoretical foundation for the study of legal regulation.Then,it discusses the legal status of the parties in the WeChat marketing,analyzes the core legal relationship in the transaction on WeChat,and summarizes the specific rules of theWeChat marketing subject under the different marketing modes elaborated and pointed out the shortcomings of the current legislation,to lay the realistic basis for the study of legal regulation.The third part mainly reviews the platform rules of domestic representative business platform,and discusses the reference significance of these platform rules to WeChat platform.Finally,the author puts forward some feasible suggestions to improve the legal regulation of WeChat marketing from the aspects of legislation,supervision,platform autonomy and protection of consumers.