目前生成式人工智能技术推动了虚拟数字人的更为广泛应用,在提高产品推广效果的同时保障了成本。但是虚拟数字人频繁使用同样带来了各类法律问题,虚拟数字人网络直播营销的行为性质以及虚拟数字人在数字营销当中的角色仍有待商榷,数据...目前生成式人工智能技术推动了虚拟数字人的更为广泛应用,在提高产品推广效果的同时保障了成本。但是虚拟数字人频繁使用同样带来了各类法律问题,虚拟数字人网络直播营销的行为性质以及虚拟数字人在数字营销当中的角色仍有待商榷,数据隐私和用户信息保护等问题也层出不穷。本文将从法律法规的角度分析,界定虚拟数字人的行为性质及角色并提出对各类问题的规制方案,通过完善相关法规、核查数据来源及落实平台责任等,以配置应对相关挑战的各类措施。At present, generative artificial intelligence technology has promoted the wider application of virtual digital people, improving the effectiveness of product promotion while ensuring costs. However, the frequent use of virtual digital people has also brought about various legal issues. The nature of virtual digital people’s online live marketing and the role of virtual digital people in digital marketing are still under discussion, and issues such as data privacy and user information protection are also emerging. This article will analyze from the perspective of laws and regulations, define the nature and role of virtual digital people, and propose regulatory solutions for various issues. By improving relevant laws and regulations, verifying data sources, and implementing platform responsibilities, various measures to cope with related challenges will be configured.展开更多
在科学技术与移动网络蓬勃发展的背景下,电子商务平台也得到了持续发展,促进了实体经济与数字经济的持续发展,顺应了数字经济时代的发展要求。当前,很多生产文化产品的企业和个人也纷纷加入到网络直播平台中来,结合线上的直播营销,扩大...在科学技术与移动网络蓬勃发展的背景下,电子商务平台也得到了持续发展,促进了实体经济与数字经济的持续发展,顺应了数字经济时代的发展要求。当前,很多生产文化产品的企业和个人也纷纷加入到网络直播平台中来,结合线上的直播营销,扩大经营规模,加大宣传品牌的力度,拓展销售路径,降低经营成本。但是文化产品网络直播营销仍面临着主播准入门槛较低,法规制度不健全,网络用户黏性可能变低,对平台忠诚度不足,假冒伪劣商品增多,文化产品的质量缺乏保障等问题。针对以上情况,以文化产品运营策略为切入点,结合消费者需求与市场变化,在趣味性、专业性和个性化方面提出策略。Under the background of the vigorous development of science and technology and mobile network, e-commerce platform has also been continuously developed, which promotes the sustainable development of the real economy and the digital economy, and conforms to the development requirements of the digital economy era. At present, many enterprises and individuals producing cultural products have also joined in the online live broadcast platform, combined with online live broadcast marketing, expand the scale of operation, increase the intensity of brand publicity, expand sales paths, and reduce operating costs. However, the online live broadcast marketing of cultural products still faces such problems as low entry threshold for anchors, imperfect laws and regulations, low stickiness of network users, insufficient loyalty to the platform, increasing fake and shoddy commodities, and lack of quality guarantee of cultural products. In view of the above situation, taking the operation strategy of cultural products as the starting point, combining consumer demand and market changes, the author puts forward strategies in the aspects of interest, professionalism and individuation.展开更多
网络直播营销作为一种新型商业模式,以其便捷、直观的购物模式,迅速获取了众多消费者的喜爱。随之而来的,是“直播带货”衍生的各类问题,引发了诸多法律纠纷,例如虚假宣传、流量造假等等。本文旨在从网络直播营销这一新兴营销方式出发,...网络直播营销作为一种新型商业模式,以其便捷、直观的购物模式,迅速获取了众多消费者的喜爱。随之而来的,是“直播带货”衍生的各类问题,引发了诸多法律纠纷,例如虚假宣传、流量造假等等。本文旨在从网络直播营销这一新兴营销方式出发,对其存在的各种法律问题进行分析,探究该模式的法律定位,最终提出可行的规制乱象的法律建议。以期扼制当前网络直播营销存在的问题,增强其中各方法律主体的法律意识,促进网络直播营销在合法合规的前提下稳健发展。As an emerging business model, online live marketing has quickly gained the love of many consumers with its convenient and intuitive shopping mode. Subsequently, various problems arising from “live streaming” have led to many legal disputes, such as false publicity, traffic fraud, and so on. This article aims at the analysis of all kinds of legal problems in the new way of online live marketing, and probes into the legal orientation of this mode, and finally put forward feasible legal suggestions to regulate chaos. In order to curb the current problems existing in online live marketing, enhance the legal awareness of all legal entities involved, and promote the steady development of online live marketing under the premise of legality and compliance.展开更多
网络直播营销是伴随着互联网短视频平台的发展而兴起的电子商务模式。网络直播营销模式为人们的生活提供了便利,但是随之而来的是网络直播营销产品质量低下,虚假宣传、消费者侵权等乱象。本文对小微商户网络直播营销行为规制体系进行了...网络直播营销是伴随着互联网短视频平台的发展而兴起的电子商务模式。网络直播营销模式为人们的生活提供了便利,但是随之而来的是网络直播营销产品质量低下,虚假宣传、消费者侵权等乱象。本文对小微商户网络直播营销行为规制体系进行了检视,发现规制体系存在法律规制体系不健全、监管部门工作无序化、法律规制不科学等问题,导致消费者权益得不到有效救济。本文以行政法规制体系为出发点,从法律体系完善、法律监管职责明晰、行政规制建构三个方面为小微商户网络直播营销行为规范化搭建一个有效的法律规制体系,促进小微商户网络直播营销的良性发展。Network broadcast marketing is an e-commerce model that rises with the development of Internet short video platform. The network broadcast marketing model provides convenience for people’s life, but it is followed by the low quality of network broadcast marketing products, false publicity, consumer infringement and other chaos. This paper inspected the regulation system of online live marketing behavior of small and micro businesses, and found that there were problems in the regulation system such as imperfect legal regulation system, disordered work of regulatory departments, and unscientific legal regulation, which led to the lack of effective relief for consumers’ rights and interests. This paper takes the public law regulation system as the starting point, and builds an effective legal regulation system for the standardization of small and micro merchants’ online live broadcast marketing behavior from three aspects: the perfection of the legal system, the clarity of legal supervision responsibilities, and the construction of administrative regulations, so as to promote the sound development of small and micro merchants’ online live broadcast marketing.展开更多
网络直播营销这一新生事物伴随当下科技进步以及信息化时代的来临,从从前肆无忌惮地发展到如今规范化地运行,其自身在当下也迎来了发展过程中的转型阶段。但是在转型的背后却蕴含了种种问题的产生,这其中就有很多问题需要法律去进行规...网络直播营销这一新生事物伴随当下科技进步以及信息化时代的来临,从从前肆无忌惮地发展到如今规范化地运行,其自身在当下也迎来了发展过程中的转型阶段。但是在转型的背后却蕴含了种种问题的产生,这其中就有很多问题需要法律去进行规制和解决。本文正是立足于此,以期能在网络直播营销火热运行的当下可以通过对其本身问题的发掘从而找到更好的法律规制路径。With the advancement of technology and the advent of the information age, the new phenomenon of online live streaming marketing has undergone a transformation from unbridled development in the past to standardized operation today. However, behind the transformation lies various problems, many of which require legal regulation and resolution. This article is based on this, in order to explore its own problems and find a better legal regulatory path in the current hot operation of online live streaming marketing.展开更多
文摘目前生成式人工智能技术推动了虚拟数字人的更为广泛应用,在提高产品推广效果的同时保障了成本。但是虚拟数字人频繁使用同样带来了各类法律问题,虚拟数字人网络直播营销的行为性质以及虚拟数字人在数字营销当中的角色仍有待商榷,数据隐私和用户信息保护等问题也层出不穷。本文将从法律法规的角度分析,界定虚拟数字人的行为性质及角色并提出对各类问题的规制方案,通过完善相关法规、核查数据来源及落实平台责任等,以配置应对相关挑战的各类措施。At present, generative artificial intelligence technology has promoted the wider application of virtual digital people, improving the effectiveness of product promotion while ensuring costs. However, the frequent use of virtual digital people has also brought about various legal issues. The nature of virtual digital people’s online live marketing and the role of virtual digital people in digital marketing are still under discussion, and issues such as data privacy and user information protection are also emerging. This article will analyze from the perspective of laws and regulations, define the nature and role of virtual digital people, and propose regulatory solutions for various issues. By improving relevant laws and regulations, verifying data sources, and implementing platform responsibilities, various measures to cope with related challenges will be configured.
文摘在科学技术与移动网络蓬勃发展的背景下,电子商务平台也得到了持续发展,促进了实体经济与数字经济的持续发展,顺应了数字经济时代的发展要求。当前,很多生产文化产品的企业和个人也纷纷加入到网络直播平台中来,结合线上的直播营销,扩大经营规模,加大宣传品牌的力度,拓展销售路径,降低经营成本。但是文化产品网络直播营销仍面临着主播准入门槛较低,法规制度不健全,网络用户黏性可能变低,对平台忠诚度不足,假冒伪劣商品增多,文化产品的质量缺乏保障等问题。针对以上情况,以文化产品运营策略为切入点,结合消费者需求与市场变化,在趣味性、专业性和个性化方面提出策略。Under the background of the vigorous development of science and technology and mobile network, e-commerce platform has also been continuously developed, which promotes the sustainable development of the real economy and the digital economy, and conforms to the development requirements of the digital economy era. At present, many enterprises and individuals producing cultural products have also joined in the online live broadcast platform, combined with online live broadcast marketing, expand the scale of operation, increase the intensity of brand publicity, expand sales paths, and reduce operating costs. However, the online live broadcast marketing of cultural products still faces such problems as low entry threshold for anchors, imperfect laws and regulations, low stickiness of network users, insufficient loyalty to the platform, increasing fake and shoddy commodities, and lack of quality guarantee of cultural products. In view of the above situation, taking the operation strategy of cultural products as the starting point, combining consumer demand and market changes, the author puts forward strategies in the aspects of interest, professionalism and individuation.
文摘网络直播营销作为一种新型商业模式,以其便捷、直观的购物模式,迅速获取了众多消费者的喜爱。随之而来的,是“直播带货”衍生的各类问题,引发了诸多法律纠纷,例如虚假宣传、流量造假等等。本文旨在从网络直播营销这一新兴营销方式出发,对其存在的各种法律问题进行分析,探究该模式的法律定位,最终提出可行的规制乱象的法律建议。以期扼制当前网络直播营销存在的问题,增强其中各方法律主体的法律意识,促进网络直播营销在合法合规的前提下稳健发展。As an emerging business model, online live marketing has quickly gained the love of many consumers with its convenient and intuitive shopping mode. Subsequently, various problems arising from “live streaming” have led to many legal disputes, such as false publicity, traffic fraud, and so on. This article aims at the analysis of all kinds of legal problems in the new way of online live marketing, and probes into the legal orientation of this mode, and finally put forward feasible legal suggestions to regulate chaos. In order to curb the current problems existing in online live marketing, enhance the legal awareness of all legal entities involved, and promote the steady development of online live marketing under the premise of legality and compliance.
文摘网络直播营销是伴随着互联网短视频平台的发展而兴起的电子商务模式。网络直播营销模式为人们的生活提供了便利,但是随之而来的是网络直播营销产品质量低下,虚假宣传、消费者侵权等乱象。本文对小微商户网络直播营销行为规制体系进行了检视,发现规制体系存在法律规制体系不健全、监管部门工作无序化、法律规制不科学等问题,导致消费者权益得不到有效救济。本文以行政法规制体系为出发点,从法律体系完善、法律监管职责明晰、行政规制建构三个方面为小微商户网络直播营销行为规范化搭建一个有效的法律规制体系,促进小微商户网络直播营销的良性发展。Network broadcast marketing is an e-commerce model that rises with the development of Internet short video platform. The network broadcast marketing model provides convenience for people’s life, but it is followed by the low quality of network broadcast marketing products, false publicity, consumer infringement and other chaos. This paper inspected the regulation system of online live marketing behavior of small and micro businesses, and found that there were problems in the regulation system such as imperfect legal regulation system, disordered work of regulatory departments, and unscientific legal regulation, which led to the lack of effective relief for consumers’ rights and interests. This paper takes the public law regulation system as the starting point, and builds an effective legal regulation system for the standardization of small and micro merchants’ online live broadcast marketing behavior from three aspects: the perfection of the legal system, the clarity of legal supervision responsibilities, and the construction of administrative regulations, so as to promote the sound development of small and micro merchants’ online live broadcast marketing.
文摘网络直播营销这一新生事物伴随当下科技进步以及信息化时代的来临,从从前肆无忌惮地发展到如今规范化地运行,其自身在当下也迎来了发展过程中的转型阶段。但是在转型的背后却蕴含了种种问题的产生,这其中就有很多问题需要法律去进行规制和解决。本文正是立足于此,以期能在网络直播营销火热运行的当下可以通过对其本身问题的发掘从而找到更好的法律规制路径。With the advancement of technology and the advent of the information age, the new phenomenon of online live streaming marketing has undergone a transformation from unbridled development in the past to standardized operation today. However, behind the transformation lies various problems, many of which require legal regulation and resolution. This article is based on this, in order to explore its own problems and find a better legal regulatory path in the current hot operation of online live streaming marketing.
