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微信营销作为网络技术进一步发展和应用背景下的新型商业模式,自产生以来呈现飞速蔓延式的发展,由于其金额与主体参与人数庞大,出现了侵犯消费者隐私权、安全权、知情权的现象。又因其发展的特殊性,出现了消费者欠缺消费理性、维权成本高、举证困难、监管制度不完善、法律依据不明确等问题。而这些问题可以通过强化交易主体自我约束,推动行业秩序化、保留相关凭证、加强微信平台技术改进、建立监管平台、逐步将微商纳入法律规范轨道等方式解决。
As a new business model under the background of further development and application of network technology, WeChat Marketing has experienced a rapid development since its birth. Due to the large amount of participants and the large number of participants, WeChat marketing has infringed consumers’ privacy, security and information rights . And because of the particularity of its development, there emerged problems such as consumers’ lack of consumer rationalization, high cost of safeguarding their rights, difficulties in providing evidence, imperfect regulatory system, and unclear legal basis. These problems can be resolved by strengthening the self-discipline of the transaction entities, promoting the industrial order, keeping related vouchers, strengthening the technological improvement of WeChat platform, establishing the regulatory platform, and gradually incorporating the micro-business into the legal normative track.