基于信用监管的网络电商治理研究--以直播带货行业为例被引量：6

Research on e-commerce Governance Based on Credit System Supervision——Take the Live Streaming Industry as an Example

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摘要直播带货行业“野蛮发展”,滋生出诸多乱象,如偷税漏税、价格紊乱、饥饿营销、主播素质良莠不齐和监管不严等。以薇娅偷税漏税等为典型案例进行分析,秉持事前管标准、事中管检查、事后管奖惩、建立信用修复机制来构建直播带货行业全程信用治理机制。事前建立信息共享管理系统、制定信用标准,设定平台、主播和商品质量准入信用门槛,签订信用承诺;事中加强税收管控,各部门联合执法,利用大数据、云计算和区块链技术来构建信用评估模型和监测;事后完善信用修复机制、加强信用联合奖惩制度等。最后为完善直播带货行业信用治理机制提出了加强信用立法、实施分级分类监管、建立红黑名单数据库、成立直播带货行业协会、畅通投诉渠道、积极推行信用奖惩制度的对策建议。 The savage development of the live streaming industry has spawned a lot of chaos,such as tax evasion,price disorder,hungry marketing,uneven quality of anchors and lax supervision.Taking the tax evasion of Viya as a typical case to analyze,uphold the management standard in advance,the management inspection in the process,the management of rewards and punishments after the event,and the establishment of a credit repair mechanism to build the whole credit management mechanism of the live streaming industry.Establish an information sharing management system in advance,formulate credit standards,set credit thresholds for platform,anchor and commodity quality access,and sign credit commitments;We will strengthen tax control,joint law enforcement by various departments,and use big data,cloud computing and blockchain technologies to build credit assessment models and monitoring.Afterwards,improve the credit repair mechanism and strengthen the credit joint reward and punishment system.Finally,in order to improve the credit governance mechanism of the livestreaming industry,countermeasures and suggestions were put forward to strengthen the credit legislation,implement graded and classified supervision,establish the red blacklist database,establish the livestreaming industry association,unclog the complaint channels,and actively implement the credit reward and punishment system.

作者肖振宇胡东王芷纯 XIAO Zhendong;HU Dong;WANG Zhichun(School of Finance,Nanjing Audit University,Nanjing,Jiangsu,211815)

机构地区南京审计大学金融学院

出处《南京理工大学学报（社会科学版）》 2023年第2期44-51,共8页 Journal of Nanjing University of Science and Technology：Social Sciences

基金国家社会科学基金重点项目“共享经济下道德风险控制与信任机制构建研究”(18AGL001) 江苏省金融工程重点实验室招标课题“放管服改革视域下多元全程信用监管机制构建与绩效评价研究”(NSK2021-4) 江苏省高校哲学社会科学项目“城市群视角下区域信用合作机制研究”(2021SJA0369)。

关键词直播带货分级分类监管信用治理 live streaming classified supervision credit governance

分类号 F719 [经济管理—产业经济]

作者简介肖振宇(1976-),男,湖南茶陵人,南京审计大学金融学院教授,研究方向:信用管理,金融风险管理。