我国微信营销法律规制研究
发布时间：2018-08-10 18:35
【摘要】：近年来,随着移动互联网的发展和微信的大规模普及,以智能手机、移动网络和微信应用软件为媒介的微信营销逐渐兴起发展,作为一种新型的网络营销模式,微信营销具有很多传统网络营销无法比拟的优点,开创了移动社交购物的新时代。但由于微信交易市场正处于起步阶段,行业规范尚未形成,立法和监管的缺失导致该市场暴露出越来越多的问题,消费者的合法权益得不到保障,这些都成为阻碍其进一步发展的障碍。微信营销属于新生事物,目前我国学者从法律视角对它的研究少之又少,而这一营销市场的发展已经进入了瓶颈期,正逐渐失去消费者的信任,因此研究解决我国微信营销法律规制的问题就显得尤为重要。文章首先介绍了微信营销的基本问题,并且详细介绍了消费者、销售者以及相关微信平台在微信营销中应该承担相应的法律责任,明确了购买者和商品(服务)提供者的主体地位,并且分析了交易双方以及平台与交易双方之间的法律关系,为下文的研究奠定了理论基础。其次,分析了当前我国微信营销法律规制存在的主要问题,并从立法、政府监管、行业自律等多个角度对造成问题的原因进行分析。再次,介绍了美日的移动社交营销法律规制概况,为完善我国微信营销法律规制提供借鉴。最后,针对文章中我国微信营销规制存在的问题,提出完善这一营销模式法律规制的具体建议,包括制定完善与微信营销有关的法律法规、构建微信营销的政府监管制度、强化对微信营销消费者的特殊保护等。虽然正处于起步阶段的微信营销现在饱受争议,出现了很多问题,但正如传统网络营销一样,只要加强监管力度、加强行业自律、填补立法空白,对其进行管理和规范,微信营销应当能够快速成长并且健康有序的发展。
[Abstract]:In recent years, with the development of mobile Internet and the large-scale popularity of WeChat, WeChat marketing, which is mediated by smart phone, mobile network and WeChat application software, is gradually rising and developing, as a new type of network marketing mode. WeChat marketing has many advantages that the traditional network marketing can not compare, opened a new era of mobile social shopping. However, due to the fact that the WeChat trading market is in its infancy, industry norms have not yet been formed, the lack of legislation and supervision has exposed more and more problems in the market, and the legitimate rights and interests of consumers are not protected. These have become obstacles to its further development. WeChat marketing is a new thing. At present, there are very few researches on WeChat marketing from the perspective of law. However, the development of this marketing market has entered a bottleneck period and is gradually losing the trust of consumers. Therefore, it is particularly important to study and solve the legal regulation of WeChat marketing in China. This paper first introduces the basic problems of WeChat marketing, and introduces in detail that consumers, sellers and related WeChat platforms should bear the corresponding legal responsibility in WeChat marketing. It clarifies the main position of buyer and provider of goods (services) and analyzes the legal relationship between the two parties and the platform and the parties to the transaction, which lays a theoretical foundation for the following research. Secondly, it analyzes the main problems existing in the current legal regulation of WeChat marketing in China, and analyzes the causes of the problems from the aspects of legislation, government supervision, industry self-discipline and so on. Thirdly, it introduces the legal regulation of mobile social marketing in USA and Japan, and provides reference for perfecting the legal regulation of WeChat marketing in China. Finally, aiming at the existing problems of WeChat marketing regulation in our country, the author puts forward some specific suggestions to perfect the legal regulation of WeChat marketing mode, including formulating and perfecting the laws and regulations related to WeChat marketing, and constructing the government supervision system of WeChat marketing. Strengthen the special protection of WeChat marketing consumers. Although WeChat marketing, which is in its infancy, has been controversial and many problems have arisen, just like traditional network marketing, it is necessary to strengthen supervision, strengthen industry self-discipline, fill in legislative gaps, manage and standardize it. WeChat marketing should be able to grow rapidly and in a healthy and orderly manner.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D922.294
本文编号：2175843
[Abstract]:In recent years, with the development of mobile Internet and the large-scale popularity of WeChat, WeChat marketing, which is mediated by smart phone, mobile network and WeChat application software, is gradually rising and developing, as a new type of network marketing mode. WeChat marketing has many advantages that the traditional network marketing can not compare, opened a new era of mobile social shopping. However, due to the fact that the WeChat trading market is in its infancy, industry norms have not yet been formed, the lack of legislation and supervision has exposed more and more problems in the market, and the legitimate rights and interests of consumers are not protected. These have become obstacles to its further development. WeChat marketing is a new thing. At present, there are very few researches on WeChat marketing from the perspective of law. However, the development of this marketing market has entered a bottleneck period and is gradually losing the trust of consumers. Therefore, it is particularly important to study and solve the legal regulation of WeChat marketing in China. This paper first introduces the basic problems of WeChat marketing, and introduces in detail that consumers, sellers and related WeChat platforms should bear the corresponding legal responsibility in WeChat marketing. It clarifies the main position of buyer and provider of goods (services) and analyzes the legal relationship between the two parties and the platform and the parties to the transaction, which lays a theoretical foundation for the following research. Secondly, it analyzes the main problems existing in the current legal regulation of WeChat marketing in China, and analyzes the causes of the problems from the aspects of legislation, government supervision, industry self-discipline and so on. Thirdly, it introduces the legal regulation of mobile social marketing in USA and Japan, and provides reference for perfecting the legal regulation of WeChat marketing in China. Finally, aiming at the existing problems of WeChat marketing regulation in our country, the author puts forward some specific suggestions to perfect the legal regulation of WeChat marketing mode, including formulating and perfecting the laws and regulations related to WeChat marketing, and constructing the government supervision system of WeChat marketing. Strengthen the special protection of WeChat marketing consumers. Although WeChat marketing, which is in its infancy, has been controversial and many problems have arisen, just like traditional network marketing, it is necessary to strengthen supervision, strengthen industry self-discipline, fill in legislative gaps, manage and standardize it. WeChat marketing should be able to grow rapidly and in a healthy and orderly manner.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D922.294
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