网络零售业存在的问题及治理的对策研究

发布时间：2018-08-10 07:17

【摘要】：本文是在中国电商的迅猛发展改变着传统零售业格局这一宏观背景下,基于近年来网络零售业频繁爆出假货丑闻、由于缺乏有效监管从而乱象丛生这一基本事实而展开的。将公共治理理论作为研究基础,同时结合该理论在西方国家的应用及对中国政府体制改革所产生的启示意义,探讨该理论在治理国内网络零售业问题中可发挥的重要作用。文中结合国家统计局、商务部及权威媒体的相关数据,对国内零售业近年来整体现状及未来发展趋势做出总结：网络零售业已成为导致国内零售业格局变化的重要原因。而网络交易规模增速明显,移动网购成为发展趋势不可阻挡,“互联网+”正在从内到外改变人们的生活方式。结合消费者的亲身体验,收集第一手资料,深入展现网络零售业目前存在的几大问题如,售假成为网络零售业的“头号毒瘤”、交易对象认定的模糊性、退货困难、网上欺诈、售后服务问题、行业缺乏有效的赢利模式影响可持续发展等。本文还将2015年“淘宝与国家工商总局之争”作为典型事件,对事件带来的影响,对其问题产生的深层次原因进行挖掘,反思执法程序上存在的缺陷及事件折射出的政企关系变化,对政府在典型事件中的角色及发挥的作用进行分析。通过对典型事件的调查分析和研究,明确有关问题的性质,以便对症下药,有针对性的提出可操作性的对策与建议。最后通过对国内外相关实施公共治理的策略的借鉴,结合公共治理理论及我国的现实国情提出针对我国网络零售业存在的问题的治理对策,从而得出结论：在网络零售业问题治理方面,首要任务是完善相关法律法规,严格网络营运商认证制度及销售商准入制度,完善售后处理赔付机制和消费者维权制度,进一步强化网络营运商的监管责任,营造良好环境,让网络零售业健康持续发展。同时,消费者则应增强自我保护意识。
[Abstract]:Under the macro background that the rapid development of Chinese e-commerce is changing the pattern of traditional retailing, this paper is based on the fact that the online retailing industry frequently breaks out fake scandals in recent years, which is caused by the lack of effective supervision and chaos. This paper takes the theory of public governance as the research foundation, and discusses the important role that the theory can play in the management of the domestic network retailing in the light of its application in western countries and its enlightening significance to the reform of Chinese government system. Based on the relevant data of the National Bureau of Statistics, Ministry of Commerce and authoritative media, this paper summarizes the overall situation and future development trend of domestic retailing in recent years: Internet retailing has become an important reason for the change of domestic retailing pattern. While the scale of online transactions is increasing significantly, mobile online shopping has become an irresistible trend, "Internet" is changing people's way of life from inside to outside. Combining with the personal experience of consumers, collecting first-hand information and showing in depth several major problems existing in online retailing, such as: the sale of fake products has become the "number one cancer" of online retailing, the ambiguity of the identification of trading objects, the difficulty of returning goods, and online fraud, The problem of after-sales service, the lack of effective profit model affects sustainable development. This article also regards "the contention between Taobao and the State Administration of Industry and Commerce" as a typical event in 2015, and excavates the deep-seated causes of the problem. Reflecting on the defects in the law enforcement procedure and the changes of the relationship between the government and enterprises reflected by the incident, this paper analyzes the role of the government in the typical events and the role it plays. Through the investigation and analysis of the typical events, the nature of the related problems is clarified, so as to put forward some practical countermeasures and suggestions in order to find the right remedy for the case. Finally, through the reference of the domestic and foreign related implementation of public governance strategy, combined with the public governance theory and the reality of our country, put forward the countermeasures to solve the problems existing in the network retailing industry in our country. It is concluded that the most important task in the management of network retailing problems is to perfect the relevant laws and regulations, to strictly enforce the certification system of network operators and the entry system of vendors, to perfect the mechanism of compensation after sale and to protect the rights of consumers. Further strengthen the regulatory responsibility of network operators, create a good environment for the healthy and sustainable development of online retailing. At the same time, consumers should enhance their awareness of self-protection.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

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