我国微信营销的法律规制(硕士)(论文33900字)
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。
关键字：移动社交营销；微信营销；消费者权益保护
Abstract
In recent years, with the development of mobile Internet and large-scale popularization of WeChat, the WeChat marketing using the intelligent mobile phones, mobile network and WeChat application software as the media has been developed rapidly, as a new mode of network marketing, WeChat marketing has many advantages which could not be compared by the traditional network marketing, and it opens a new era for mobile social shopping. However because the WeChat trading market is in the initial stage, the industry standards have not been formed yet, more and more problems are exposed due to the lack of legislation and supervision in this market, consumers' legal rights and interests could not be protected, these become the barriers to hinder its further development. WeChat marketing belongs to new things, at present the studies made by the Chinese scholars from the legal angle for it are very very little, and the development of this marketing market has entered a bottleneck period, which is gradually losing the trust of the consumers, so it is particularly important to make the studies to solve the problems in legal regulations for WeChat marketing in our country.
Firstly, the article introduces the basic problems in WeChat marketing, makes the analysis for the legal status of the tripartite subjects involved in WeChat marketing, it confirms the subject status of the buyers and the product (service) providers, analyzes both parties in the trade as well as the legal relations between the platform and two trade parties, lays a theoretical foundation for the following research. Secondly, it analyzes the current main problems existing in the WeChat marketing legal regulations in our country, and it makes an analysis for the causes of the problems from the legislation, government supervision and industry self-discipline etc. several aspects. Furthermore, it introduces the general situation of the legal regulation system for mobile social marketing in USA and Japan, to provide references for perfecting the WeChat marketing law regulations in our country. Finally, aiming at the existing problems of WeChat marketing regulation in our country written in the article, it puts forward concrete suggestions to perfect the legal regulations of this marketing model, which includes formulating the laws and regulations related to WeChat marketing, building government regulation system for WeChat marketing, strengthening the special protection for WeChat marketing consumers and so on. Although WeChat marketing currently at it initial stage is controversial now, and with many problems, just as the traditional network marketing, as long as to strengthen the supervision, strengthen the industry self-discipline, fill the legislation blank and has management and specification for it, the WeChat marketing should be able to grow rapidly and develop in a healthy and orderly way.
KEYWORDS: mobile social marketing; wechat marketing; consumer rights protection
目录
绪论 1
一、研究的背景和意义 1
二、国内外文献综述 1
三、研究思路和方法 2
四、本文的创新和不足 3
第一章 微信营销的基本问题分析 4
第一节 微信营销的概念、特点和主要模式 4
一、微信营销的概念 4
二、微信营销与传统网络营销的区别 4
三、微信营销的主要模式 5
第二节 微信营销主体的法律地位分析 6
一、购买者的法律地位 6
二、商品（服务）提供者的法律地位 7
三、微信平台的法律地位 7
第三节 微信营销主体的法律关系分析 10
一、买方与卖方之间的法律关系 10
二、微信平台与买卖双方之间的法律关系 10
第二章 我国微信营销规制存在的主要问题及原因 12
第一节 当前我国微信营销规制存在的主要问题 12
一、产品质量没有保障 12
二、虚假广告泛滥 12
三、“集赞”营销存在欺诈 13
四、非法传销侵入微信 13
五、消费者维权困难 14
第二节 我国微信营销规制存在问题的原因分析 16
一、微信营销的自身特性 16
二、针对微信营销立法存在空白 17
三、针对微信营销缺乏政府监管 18
四、微信平台缺乏行业规范 18
第三章 完善我国微信营销法律规制的建议 21
第一节 制定完善有关微信营销的法律法规 21
一、颁布专门的《电子商务法》 21
二、完善我国的《消费者权益保护法》 22
三、完善我国的《禁止传销条例》 22
四、早日出台实施《无店铺零售业经营管理办法》 23
第二节 构建微信营销的政府监管制度 24
一、明确微信营销的监管主体 24
二、对微信营销进行分类监管 24
三、设立市场准入制度 25
四、建立第三方信用评价机制 26
第三节 构建微信营销的自律监管制度 26
一、制定统一的行业标准 27
二、充分发挥行业协会的自律作用 27
三、加强微信平台的建设 27
第四节 强化对微信营销消费者的特殊保护 29
一、建立产品来源追溯制度 29
二、建立第三方支付平台担保交易 30
三、建立在线争议处理机制 31
结论 32
参考文献 33
致谢 35 |
