小微商户网络直播营销行为规制体系研究
Research on the Regulatory System of Online Live Streaming Marketing Behavior for Small and Micro Merchants

网络直播营销是伴随着互联网短视频平台的发展而兴起的电子商务模式。网络直播营销模式为人们的生活提供了便利，但是随之而来的是网络直播营销产品质量低下，虚假宣传、消费者侵权等乱象。本文对小微商户网络直播营销行为规制体系进行了检视，发现规制体系存在法律规制体系不健全、监管部门工作无序化、法律规制不科学等问题，导致消费者权益得不到有效救济。本文以行政法规制体系为出发点，从法律体系完善、法律监管职责明晰、行政规制建构三个方面为小微商户网络直播营销行为规范化搭建一个有效的法律规制体系，促进小微商户网络直播营销的良性发展。
Network broadcast marketing is an e-commerce model that rises with the development of Internet short video platform. The network broadcast marketing model provides convenience for people’s life, but it is followed by the low quality of network broadcast marketing products, false publicity, consumer infringement and other chaos. This paper inspected the regulation system of online live marketing behavior of small and micro businesses, and found that there were problems in the regulation system such as imperfect legal regulation system, disordered work of regulatory departments, and unscientific legal regulation, which led to the lack of effective relief for consumers’ rights and interests. This paper takes the public law regulation system as the starting point, and builds an effective legal regulation system for the standardization of small and micro merchants’ online live broadcast marketing behavior from three aspects: the perfection of the legal system, the clarity of legal supervision responsibilities, and the construction of administrative regulations, so as to promote the sound development of small and micro merchants’ online live broadcast marketing.