摘要
Abstract
Live streaming e-commerce is a rapidly growing industry that combines live broadcasting and e-commerce in the digital economy era.Its de-velopment 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 a-nalysis 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 en-compass 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+regula-ting",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.关键词
直播电商/内容分析/政策工具/利益相关者/政策目标Key words
live streaming e-commerce/content analysis/policy tool/stakeholder/policy objective分类
管理科学
