Research on Legal Issues of Online Live Streaming Marketing under the Background of E-Commerce Economy

电商经济时代，网络直播营销作为一种新的营销方式得到迅猛的发展，极大地促进了消费，同时也改变了市场格局。但是，由于其发展速度过快，当前的网络直播营销法律规制体系尚不完善，许多法律问题随之凸显。对此，本文在深度结合实践的基础上剖析电商经济背景下网络直播营销产生的法律问题。并提出一系列完善网络直播营销法律规制的建议，旨在促进网络直播营销在法治道路上有序健康发展，为电商经济的持续繁荣提供更加坚定的保障。In the era of e-commerce economy, online live streaming marketing has developed rapidly as a new marketing method, greatly promoting consumption and changing the market pattern. However, due to its rapid development, the current legal regulatory system for online live streaming marketing is not yet perfect, and many legal issues have become prominent. Based on in-depth practical experience, this article analyzes the legal issues arising from online live streaming marketing in the context of the e-commerce economy. And put forward a series of suggestions to improve the legal regulation of online live streaming marketing, aiming to promote the orderly and healthy development of online live streaming marketing on the road of rule of law, and provide a more solid guarantee for the sustained prosperity of the e-commerce economy.