政府官员直播带货存在问题及其治理研究 .docVIP

PAGE I 摘 要 在2020年新冠疫情的冲击下，我国线下实体经济收到较大的冲击，各地出现商品滞销的问题，政府官员顺应潮流，加入到火爆的直播电商行业，向民众推荐当地的特色商品，拉动消费，挽回损失，助力地方经济的发展，受到很大关注。本文关注政府官员直播带货这一现象，经过文献的阅读和积累，观看并整理官员带货直播，总结出官员带货直播的发展现状，通过问卷调查法探索其现有问题表现，根据问卷回收情况对参与到官员带货直播中的观众的观看购买行为及评价反馈进行调查分析。从观众的角度出发，总结出政府官员直播带货所存在的相关问题，包括：政府官员直播带货专业度低，直播间氛围有待改善；销售产品的质量、物流及售后服务问题对政府形象造成伤害；政府官员直播带货活动性质不明确，缺乏法律法规的保障与支持。通过分析，本文认为其问题产生的主要原因有三点：在直播主体上，政府官员形象固化，与互联网受众存在文化隔阂，造成政府官员难以融入直播间氛围；在直播带货效果考核上，考核标准以经济性指标为主，缺少责任追查，造成产品的质量和服务监管缺失；最后，由于多数政府官员直播带货为临时性行为，相关的法律保障也不够健全。并在最后提出相应的解决对策，分别为：通过培养政府官员互联网思维，增强其直播能力，改善其直播间氛围问题；通过疏通电商渠道，发展地方品牌，完善政府官员销售产品质量及服务的问题，打造政府官员直播带货的“金字招牌”；最后，健全政府官员参与电商直播相关法规，明确其商业边界，使得政府官员直播带货行为有法可依，保障消费者的合法权益。 关键词：政府官员；直播带货；问题；对策 Abstract Under the impact of the COVID-19 in 2020, China’s offline real economy has received a greater impact, and the problem of unsalable commodities has emerged in various places. Government officials have followed the trend and joined the booming live-broadcast e-commerce industry to recommend local characteristic commodities to the public, to promote consumption, recover losses, and promote the development of the local economy, has received great attention. This paper focuses on the phenomenon of government officials’ live-streaming of goods, and after reading and accumulating documents, watching and sorting out the live-streaming of officials’ live-streaming of goods, summing up the current situation of the development of officials’ live-streaming of goods, and exploring its existing problems through questionnaire survey, according to the questionnaire, the audience’s purchase behavior and evaluation feedback in the live broadcast of officials’ goods were investigated and analyzed. From the audience’s point of view, summed up the relevant problems of government officials live-broadcast cargo, including: government officials live-broadcast cargo low degree of professionalism, live-broadcast atmosphere to be improved; The quality, logistics and The Adjuster of the products sold hurt the image of the g