浏览全部资源
扫码关注微信
1.浙江药科职业大学药商学院,浙江 宁波 315500
2.中国药科大学国际医药商学院,南京 211198
Published:15 November 2023,
Received:12 June 2023,
Revised:17 September 2023,
扫 描 看 全 文
江莹,蒋蓉.对中药材在直播背景下网络销售规制路径的思考 Δ[J].中国药房,2023,34(21):2583-2588.
JIANG Ying,JIANG Rong.Reflection on the regulatory path for online sales of Chinese medicinal materials in the context of live streaming[J].ZHONGGUO YAOFANG,2023,34(21):2583-2588.
江莹,蒋蓉.对中药材在直播背景下网络销售规制路径的思考 Δ[J].中国药房,2023,34(21):2583-2588. DOI: 10.6039/j.issn.1001-0408.2023.21.03.
JIANG Ying,JIANG Rong.Reflection on the regulatory path for online sales of Chinese medicinal materials in the context of live streaming[J].ZHONGGUO YAOFANG,2023,34(21):2583-2588. DOI: 10.6039/j.issn.1001-0408.2023.21.03.
目的
2
从新型网络销售特点及中药材自身特性的角度,为中药材网络销售监管提供可行的规制路径。
方法
2
通过对电商平台中药材销售形式的调研以及中药材网络纠纷案件的检索,分析中药材在新型网络销售模式下监管的难点及存在的问题,并提出相应的对策。结果与
结论
2
厘清中药材与中药饮片、食用农产品、食品的概念边界是规范中药材网售的重要因素。以中药材是否流入药用渠道判断是否属于药品管理的监管准则,并未考虑中药材网络销售渠道的多样性、中药材自身安全性以及变相销售中药饮片的问题。应该树立中药材分级管理理念,严格限制直播中对中药材的功能主治类宣传及销售中药饮片的行为,完善中药材虚假宣传的界定路径,落实直播营销主体及平台的责任与义务,维护消费者合法权益。
OBJECTIVE
2
To provide feasible regulatory paths for the online sales supervision of Chinese medicinal materials from the perspective of the characteristics of new online sales and the characteristics of Chinese medicinal materials.
METHODS
2
Through the investigation of the sales form of Chinese medicinal materials on the e-commerce platform and the search of Chinese medicinal materials online dispute cases, the difficulties and existing problems in the supervision of Chinese medicinal materials under the new online sales model were analyzed, and corresponding countermeasures were proposed.
RESULTS &
CONCLUSIONS
2
Clarifying the conceptual boundary between Chinese medicinal materials and their decoction pieces, agricultural products and food is the key to standardizing the online sale of Chinese medicinal materials. The regulatory criteria, which determine whether Chinese medicinal materials belong to drug management based on whether they had been included in medicinal channels, didn’t consider the diversity of online sales channels for Chinese medicinal materials, their safety and the disguised sales of Chinese herbal decoction pieces. It is necessary to establish the concept of hierarchical management of Chinese medicinal materials, strictly restrict the behavior of claiming the efficacy of Chinese medicinal materials and selling Chinese herbal decoction pieces in live streaming, improve the defining path of false propaganda of Chinese medicinal materials, implement the responsibilities and obligations of live streaming marketing subjects and platforms, and safeguard the legitimate rights of consumers.
中药材网络监管直播虚假宣传主体责任
network supervisionlive streamingfalse propagandasubject responsibility
艾媒咨询. 2023-2024年中国中药材行业大数据及商业趋势研究报告[R].艾媒咨询,2023.
IiMedia Research. Research report on big data and business trends of China’s traditional Chinese medicine indu- stry from 2023 to 2024[R].IiMedia Research,2023.
陈静锋,郭崇慧,魏伟. “互联网+中医药”:重构中医药全产业链发展模式[J]. 中国软科学,2016(6):26-38.
CHEN J F,GUO C H,WEI W.“Internet plus traditional Chinese medicine”:reconstructing development pattern of the traditional Chinese medicine’s whole industry chain[J]. China Soft Sci,2016(6):26-38.
鹿君,傅强. 中药材、中药饮片的区别与联系及监管对策[J].中国食品药品监管,2009(5):32-33.
LU J,FU Q. Differences,relations and supervision countermeasures between Chinese herbal medicines and Chinese herbal pieces[J]. China Food Drug Adm,2009(5):32-33.
马辉.社交网络时代影响力营销的广告法规制研究[J]. 东南大学学报(哲学社会科学版),2021,23(1):32-40,146.
MA H. Research on advertising regulctions of influence marketing in the era of social networks[J]. J Southeast Univ(Philos Soc Sci),2021,23(1):32-40,146.
汪振军,乔小纳. 新兴媒体环境下的“符码操纵”:读鲍德里亚的《消费社会》[J]. 国外社会科学,2015(6):99-104.
WANG Z J,QIAO X N. The “code manipulation” in the emerging media environment:reading Baudrillard’s Consumer Society[J]. Soc Sci Abroad,2015(6):99-104.
秦红嫚,张志力. 我国直播电子商务平台经营者信息审查义务的标准[J]. 浙江理工大学学报(社会科学版),2022,48(4):442-450.
QIN H M,ZHANG Z L. The standard of information review obligation about operators of live-streaming e-commerce platform in China[J]. J Zhejiang Sci Tech Univ (Soc Sci Ed),2022,48(4):442-450.
宋亚辉. 网络直播带货的商业模式与法律规制[J]. 中国市场监管研究,2020(8):9-15,27.
SONG Y H. The business model and legal regulation of the live stream[J]. Res China Mark Regul,2020(8):9-15,27.
孟雁北. 直播带货中主播商业宣传行为的规制研究[J].人民论坛,2020(25):116-119.
MENG Y B. Research on the regulation of commercial propaganda behavior of anchor in live broadcasting with goods[J]. People’s Tribune,2020(25):116-119.
梅傲,侯之帅. “直播+”时代电商直播的规范治理[J]. 电子政务,2021(3):28-37.
MEI A,HOU Z S. Standardized governance of e-commerce live broadcast in the era of “live broadcast+”[J]. E-Government,2021(3):28-37.
刘雅婷,李楠. 直播电商虚假宣传的法律规制[J]. 知识产权,2021,31(5):68-82.
LIU Y T,LI N. On the legal regulation of false advertising of e-commerce live streaming[J]. Intellect Prop,2021,31(5):68-82.
STEWARD M D,BURNS A C,MORGAN F N,et al. Credible effects:the impact of disclosure of material connections within online product reviews[J]. J Public Policy Mark,2020,39(3):353-368.
庞云黠,李志军. 从混同到明示:自媒体内容与广告界限的伦理素描及探析[J]. 当代传播,2019(1):104-108.
PANG Y X,LI Z J. From confusion to explicitness:ethical sketch and analysis of the boundary between media content and advertising[J]. Contemp Commun,2019(1):104-108.
吴颖雄,田侃,白庚亮. 网络销售滋补保健类中药材监管问题探讨[J]. 南京医科大学学报(社会科学版),2018,18(5):386-389.
WU Y X,TIAN K,BAI G L. Discussion on supervision method of online marketing Chinese medicinal materials[J]. Acta Univ Med Nanjing(Soc Sci),2018,18(5):386-389.
TGA.New therapeutic goods advertising code[EB/OL].(2022-01-01)[2023-05-01]. https://www.tga.gov.au/news/media-releaseshttps://www.tga.gov.au/news/media-releases.
杨乐. 网络平台法律责任探究[M]. 北京:电子工业出版社,2020:42-50.
YANG L. Probe into the legal responsibility of network platform[M]. Beijing:Publishing House of Electronics Industry,2020:42-50.
DE VEIRMAN M,HUDDERS L. Disclosing sponsored instagram posts:the role of material connection with the brand and message-sidedness when disclosing covert advertising[J]. Int J Advert,2020,39(1):94-130.
0
Views
4
下载量
0
CSCD
Publicity Resources
Related Articles
Related Author
Related Institution