| 2019 is known as the "first year of live broadcasting e-commerce ".Under the wave of consumption upgrading,the organic integration of webcast and e-commerce forms a live broadcasting e-commerce with the characteristics of real-time output,real experience,both-way communication and strong commerciality,and all these achieve volcanic growth for it,and it has occupied an important part of the new Internet economy.However,the continuous occurrence of the chaotic phenomena reminds us that it is particularly necessary to strengthen the management and supervision of live broadcasting e-commerce,especially the administrative regulation management with flexibility,applicability and effectiveness.Direct broadcast e-commerce is a new stage of e-commerce evolution,the essence of which is to realize the resource advantage of direct broadcast new media form.However,together with the innovation comes the enormous risk.By questionnaire survey and profound interviews,this paper concludes the following problems that the current live broadcast e-commerce exist: false propaganda,data fraud,after-sales difficulties,vulgar content of the main types of chaos,and from the source of information,information route,information receiver,feedback from the perspective in order to have a in-depth analysis of "due to business limited to communication".In order to better grasp the administrative regulations and management key points,and comes to the conclusion that the current regulations are not perfect,the supervision department is not clear with their duties,the administrative regulation management is insufficient,the technology is relatively backward.By the end,this paper proposes the ideas of improvements by enriching the administrative regulations,promoting the diversified control systems and cooperative governance,focusing on the supervision of the two main bodies of the anchors and the platforms,enriching methods and by technical innovation and strengthening the construction of talents to give full play of the government.Hope this paper would do some help for the continuous and healthy growth of our Live-broadcasting E-commerce of our country. |
