Research on Government Regulation of Product Quality in Online Live Marketing——Reflection on the Theory of Responsive Regulation
As a new marketing mode,the emergence of live streaming marketing has brought enormous development opportunities,but it has also brought a series of challenges.For example,the failure of traditional economic analysis tools,limited support from regulatory theory,absence of a solid legal foundation,lack of regulatory"confidence",and outdated regulatory approaches.The responsive regulation theory,from the perspectives of law and sociology,proposes a vertical regulatory strategy and a horizontal plan for allocating regulatory rights among subjects.The aim is to establish a constructive interaction between regulatory agencies and regulated entities while mobilizing diverse forces to participate in the hybrid regulatory process model."Stones from other hills may serve to polish the jade of this one."China can localize this theory,adhere to the concept of inclusive innovation and prudent intervention.This involves revising and enhancing legal regulations pertaining to quality supervision in network live broadcast marketing products,clarifying the authority granted to regulatory agencies,as well as implementing intelligent means for effective regulation.By doing so,China can achieve good governance in quality supervision of live streaming marketing products.
live streaming marketingproduct qualitygovernment regulationresponsive regulation
万方数据
