A Study On Government Regulation Of The "Haggling And Inviting New Users" Behavior Of Social E-Commerce Platforms

Since entering the 21 st century,the intelligent era of using information technology to promote industrial transformation has arrived.While emerging technologies are booming,they have also spawned many emerging industries,and e-commerce platforms are typical representatives of many emerging industries.With the weakening of the traditional ecommerce traffic dividend,and based on the vigorous development of social media,social e-commerce platforms have emerged.As the pioneer of social e-commerce,Pinduoduo Platform has rapidly developed into a giant in e-commerce platforms by relying on "social grouping" and "haggling and inviting new users ".By the end of 2021,the annual active users of the Pinduoduo platform were 869 million,it can be said that the Pinduoduo platform,as the leader of the social e-commerce platform,has penetrated into thousands of households,and has had a far-reaching impact on the people’s production and lifestyle,and its signature "bargaining and inviting" activity also involves the welfare of hundreds of millions of users,and has caused negative public opinion on the Internet several times,and goes beyond criticism of the platform itself to the questioning of improper government supervision.This study selects the cases of platform "haggling and inviting new" behaviors that cause heated discussions in society,qualifies and analyzes the "haggling and inviting new" behaviors based on the theory of market failure,and discusses its negative externalities based on cases,as a logical starting point for studying the precise supervision of the government.Through the existing literature and the guidance documents issued by the national authority,the current government’s regulatory logic and regulatory practice on social e-commerce platforms are sorted out and analyzed.Based on the theory of collaborative governance,this paper discusses the current dilemma faced by multiple governance entities such as governments,platforms,social organizations,consumers and media when supervising the "haggling and inviting" behavior of social e-commerce platforms,and puts forward countermeasures and suggestions for the government to coordinate the precise supervision of social e-commerce platform behaviors by multiple governing entities.At a time when various emerging industries represented by social e-commerce platforms continue to emerge,develop and prosper,the government should clarify the boundary with the market,ensure that there is no lack of supervision and no offside,and achieve the balance of "management" and "release",on the one hand,it can regulate the improper behavior of industrial entities and guide the healthy development of the entire industry,on the other hand,it can respond to social concerns and protect people’s rights and interests from infringement,which is an important part of the national governance system and the modernization of national governance capacity.