Abstract
Online “live streaming sales”, as an emerging platform economic model, exhibits significant differences in economic characteristics compared to traditional industries. Therefore, unique strategies distinct from those applied to traditional industries should be adopted in antitrust governance within the realm of online “live streaming sales”. China has implemented innovative practices from multiple perspectives, including legislation and law enforcement. However, the rapid advancement of antitrust regulation in online “live streaming sales” through administrative means poses challenges related to high economic costs, necessitating the establishment of a long-term regulatory mechanism centered on innovation-driven development. The key to achieving long-term regulation lies in ensuring the legalization of antitrust supervision, specifically involving the construction of a scientific and stable policy framework for antitrust regulation, the improvement of a legalized antitrust law enforcement system, the enhancement of the systematic and effective guidance for antitrust compliance, and the promotion of innovative practices in antitrust law enforcement policies. These measures will effectively maintain a fair competition order in the market and promote the healthy and sustainable development of the digital economy.
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