摘要
直播电商是数字经济时代背景下直播与电商双向融合的新兴业态,其高速发展得益于国家政策的大力扶持,开展对我国直播电商政策的量化分析并提出优化建议是直播电商研究领域的重要命题,可以为促进我国直播电商发展提供决策支撑。为了研判直播电商行业发展态势和演进趋势,以及把握其未来政策的制定方向与主要着力点,文章基于“政策工具—利益相关者—政策目标”的三维分析框架,采用政策文本计量和内容分析法对89份直播电商政策文本进行量化分析。研究发现,相关政策在促进我国直播电商发展方面发挥了关键性的引导作用,但仍存在政策衔接脱嵌,政策工具结构失衡,政策目标分布不均,利益相关者格局不协调等问题,据此提出政府应注重不同类型政策工具的协调运用,提升政策供给的差异性、协同性和反馈效应,树立“扶持+规制”的基本目标导向,营造直播电商行业健康发展生态,加快构建协同共治体系和重视平台自治等优化建议。
Live streaming e-commerce is a rapidly growing industry that combines live broadcasting and e-commerce in the digital economy era.Its development is largely attributed to the strong support of national policies.Conducting a quantitative analysis of China’s live broadcasting e-commerce policy and proposing optimization strategies is a crucial research topic in this field.Such analysis can offer valuable insights for decision-making and contribute to the advancement of live broadcasting e-commerce in China.In order to investigate the trajectory and progression of the live streaming e-commerce sector,as well as to comprehend the orientation and primary emphasis of its future policy formulation,this study employs a quantitative analysis of 89 live streaming e-commerce policy documents.The analysis is conducted using a three-dimensional framework of“policy tool-stakeholder-policy goal”and employs the method of policy text measurement and content analysis.The findings indicate that China’s related policies play a crucial and positive role in promoting the development of live streaming e-commerce.However,there are still unresolved issues that require attention.They encompass the lack of coherence between policies,a structural imbalance among policy tools,an overemphasis on infrastructure construction as policy goals,and inadequate involvement of diverse stakeholders.Therefore,it is imperative for the government to prioritize the coordination of diverse policy tools in the future.This will enhance diversity,synergy,and feedback effects in policy supply,establish a basic goal orientation of“supporting+regulating”,create a healthy development ecology for the industry,accelerate the construction of a collaborative governance system,and attach importance to platform autonomy,and other optimization suggestions.
作者
邱科达
宋姗姗
张李义
Qiu Keda;Song Shanshan;Zhang Liyi(Wuhan University,Wuhan 430072,China;National Science Library(Wuhan),Chinese Academy of Sciences,Wuhan 430071,China)
出处
《当代经济管理》
CSSCI
北大核心
2024年第4期24-36,共13页
Contemporary Economic Management
关键词
直播电商
内容分析
政策工具
利益相关者
政策目标
live streaming e-commerce
content analysis
policy tool
stakeholder
policy objective
