Quantitative Analysis of China's Provincial Live streaming e-commerce Policies from the Perspective of Policy Tools

Abstract

[Research purpose] With the rapid development of live streaming e-commerce, local governments have promulgated local regulations and normative documents for the development of live streaming e-commerce in combination with local development. Carry out the research on the policy of live streaming e-commerce at the provincial level, trying to provide a reference for the development and policy formulation of live streaming e-commerce in China. [Research methods] This paper makes a text analysis of 54 relevant policies of live broadcast e-commerce at the local government level, mainly using unsupervised LDA (Latent Dirichlet Allocation) Topic model method and social Semantic network analysis method. [Research Conclusion] The key points and difficulties in the development of live streaming e-commerce are concentrated in three aspects: live streaming e-commerce to help poverty alleviation, live streaming e-commerce industry supervision system improvement, and live streaming e-commerce talent training support system. The existing live streaming e-commerce policies radiate all areas of society, mainly focusing on improving the regulatory system and avoiding marketing risks, but there is a lack of demand-oriented policy tools, and the proportion of policy tools used is unbalanced. To this end, optimizing the configuration of policy tool structure, strengthening policy analysis, and promoting the benign coupling of policy objectives, implementation and system have become the future development path of live streaming e-commerce policies at the provincial level in China.