【摘要】：近年來(lái),隨著移動(dòng)互聯(lián)網(wǎng)的發(fā)展和微信的大規(guī)模普及,以智能手機(jī)、移動(dòng)網(wǎng)絡(luò)和微信應(yīng)用軟件為媒介的微信營(yíng)銷(xiāo)逐漸興起發(fā)展,作為一種新型的網(wǎng)絡(luò)營(yíng)銷(xiāo)模式,微信營(yíng)銷(xiāo)具有很多傳統(tǒng)網(wǎng)絡(luò)營(yíng)銷(xiāo)無(wú)法比擬的優(yōu)點(diǎn),開(kāi)創(chuàng)了移動(dòng)社交購(gòu)物的新時(shí)代。但由于微信交易市場(chǎng)正處于起步階段,行業(yè)規(guī)范尚未形成,立法和監(jiān)管的缺失導(dǎo)致該市場(chǎng)暴露出越來(lái)越多的問(wèn)題,消費(fèi)者的合法權(quán)益得不到保障,這些都成為阻礙其進(jìn)一步發(fā)展的障礙。微信營(yíng)銷(xiāo)屬于新生事物,目前我國(guó)學(xué)者從法律視角對(duì)它的研究少之又少,而這一營(yíng)銷(xiāo)市場(chǎng)的發(fā)展已經(jīng)進(jìn)入了瓶頸期,正逐漸失去消費(fèi)者的信任,因此研究解決我國(guó)微信營(yíng)銷(xiāo)法律規(guī)制的問(wèn)題就顯得尤為重要。文章首先介紹了微信營(yíng)銷(xiāo)的基本問(wèn)題,并且詳細(xì)介紹了消費(fèi)者、銷(xiāo)售者以及相關(guān)微信平臺(tái)在微信營(yíng)銷(xiāo)中應(yīng)該承擔(dān)相應(yīng)的法律責(zé)任,明確了購(gòu)買(mǎi)者和商品(服務(wù))提供者的主體地位,并且分析了交易雙方以及平臺(tái)與交易雙方之間的法律關(guān)系,為下文的研究奠定了理論基礎(chǔ)。其次,分析了當(dāng)前我國(guó)微信營(yíng)銷(xiāo)法律規(guī)制存在的主要問(wèn)題,并從立法、政府監(jiān)管、行業(yè)自律等多個(gè)角度對(duì)造成問(wèn)題的原因進(jìn)行分析。再次,介紹了美日的移動(dòng)社交營(yíng)銷(xiāo)法律規(guī)制概況,為完善我國(guó)微信營(yíng)銷(xiāo)法律規(guī)制提供借鑒。最后,針對(duì)文章中我國(guó)微信營(yíng)銷(xiāo)規(guī)制存在的問(wèn)題,提出完善這一營(yíng)銷(xiāo)模式法律規(guī)制的具體建議,包括制定完善與微信營(yíng)銷(xiāo)有關(guān)的法律法規(guī)、構(gòu)建微信營(yíng)銷(xiāo)的政府監(jiān)管制度、強(qiáng)化對(duì)微信營(yíng)銷(xiāo)消費(fèi)者的特殊保護(hù)等。雖然正處于起步階段的微信營(yíng)銷(xiāo)現(xiàn)在飽受爭(zhēng)議,出現(xiàn)了很多問(wèn)題,但正如傳統(tǒng)網(wǎng)絡(luò)營(yíng)銷(xiāo)一樣,只要加強(qiáng)監(jiān)管力度、加強(qiáng)行業(yè)自律、填補(bǔ)立法空白,對(duì)其進(jìn)行管理和規(guī)范,微信營(yíng)銷(xiāo)應(yīng)當(dāng)能夠快速成長(zhǎng)并且健康有序的發(fā)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.
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：D922.294

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