浅析公共价值理论视角下电商直播行业的政府监管研究
Research on Government Regulation of E-Commerce Live Broadcast Industry from the View of Public Value Theory

在新冠肺炎疫情的影响下，电商直播销售模式得到了飞速发展。这种新兴的商业模式在带给社会便利的同时，也给政府和市场带来了挑战。当前电商直播销售模式存在的产品质量参差不齐、主播专业性不足和行业规范缺失等问题不仅阻碍了网络直播带货行业的可持续发展，也显示出中国政府对其的监管有待进一步深化。本文以公共价值理论为依据，针对当前电商直播销售模式的监管困境，从监管目标、监管范围和监管手段三个方面针对性的提出解决措施，明确各主体的责任以保证电商直播消费者的权益，推动构建一个以政府为主体，行业协会积极参与的监管体制。
Under the influence of COVID-19, the sales model of e-commerce has developed rapidly. This emerging business model not only brings social convenience, but also brings challenges to the government and the market. The current e-commerce live streaming sales model problems, such as uneven product quality, lack of anchor professionalism and lack of industry norms, not only hinder the sustainable development of the network live streaming industry, but also show that the Chinese government’s supervision needs to be deepened. Based on the theory of public value, this paper puts forward solutions to the current regulatory dilemma of e-commerce live broadcasting sales mode from three aspects of regulatory objectives, regulatory scope and regulatory means, clarifies the responsibilities of each subject to ensure the rights and interests of e-commerce live broadcasting consumers, and promotes the construction of a regulatory system with the government as the main body and the active participation of industry associations.