Research On The Dilemma And Countermeasures Of Live-streaming E-commerce Governance

Thanks to the mature and perfection of supporting domestic e-commerce industry,coupled with the rapid popularization of mobile communication equipment and the explosive growth of housing economy during the epidemic,the "eyeball economy" represented by short video and web celebrity live broadcast has sprung up in recent years.Live broadcast with goods marketing as a new broadcast has also emerged at the historic moment of commodity sales model.This kind of marketing model in provide consumers with better experience and participation at the same time,problems are gradually reflected,web celebrity anchor with goods are frequently exposed to false propaganda,fake,traffic fraud,seriously infringe on consumer rights and interests,disturb the order of electricity market,more exposed the lack of supervision of the industry.Although the management department has been aware of the problems in the live streaming e-commerce industry,in recent years,has also issued corresponding management measures and guidelines,in order to strengthen the management of the live streaming e-commerce industry.However,in the process of carrying out the standardized governance of the live streaming e-commerce industry according to law,the market regulatory authorities found that there were many difficulties in law enforcement,obtaining evidence collection and determining responsibilities,leading to practical difficulties in governance.This paper first sorts out the theoretical results of the supervision and governance of live streaming e-commerce at home and abroad,and then analyzes and studies the cases of the live streaming e-commerce industry in Yiwu,and analyzes the current problems and hazards in the current live streaming e-commerce industry.Second by a law enforcement processing live electricity complaints work scene as a typical case analysis,exposed the grassroots market regulatory department in the process of governance and regulation,widespread two levels of difficulties,namely,legal identification,legal regulations applicable difficult legal dilemma,and regulatory mechanism,law enforcement means outdated regulatory dilemma.The fundamental reasons for the above difficulties are the market failure because of information failure and unreasonable preferences,as well as the lag existing in the time and implementation of government regulations.Based on the above,targeted to put forward three aspects of countermeasures,including perfecting the relevant laws,clear anchor legal identity,perfect legal advice such as credit punishment mechanism,carry out the platform responsibility,strengthen studio patrol,implement damage first compensation platform governance measures,introduce social diversity,use of big data,block chain and other innovative regulatory means.This paper believes that only from these three aspects can the dilemma of live streaming e-commerce governance be truly eliminated,reduce the chaos of the industry,safeguard consumer rights and interests and market order,and ensure the steady and orderly development of the live streaming e-commerce industry.