直播电商中的不标准现象分析及标准体系构建

摘要：

直播电商发展如火如荼，成为刺激消费、拉动经济增长及创新创业的新引擎，对我国释放双循环发展活力影响显著，但急速发展的背后乱象丛生，亟需从标准化的视角对直播电商进行规范管理。结合直播电商的现有法律法规、标准，从平台、商户服务、主播、基础设施4个方面对直播电商中的不标准现象进行归纳。结合不标准现象及顾客需求，构建直播电商标准体系，为直播电商的良性发展提供参考。

Abstract:

The development of live streaming e-commerce is booming, serving as a new engine to stimulate consumption, boost economic growth and innovation and entrepreneurship, which has a significant impact on the release of the vitality of dual-cycle development in China. However, with the rapid development, it is urgent to standardize the management of live streaming e-commerce from the perspective of standardization. Combined with the existing laws, regulations and standards on live e-commerce, the non-standard phenomena in live e-commerce are summarized in the paper from four aspects: platform, merchant, e-commerce anchor and infrastructure. Combined with the non-standard phenomenon and customer demands, the standard system of live e-commerce is constructed, and the standard specification is established to provide reference for the healthy development of live e-commerce.

基金项目：本文受山东省自然科学基金面上项目“新零售模式下顾客动态购物行为仿真及情感分析-基于匹配的视角”（项目编号：ZR2022MG054）资助。

作者简介：代婷，博士，副教授，主要研究方向为质量管理与标准化工程。