流量效应对食品安全规制的挑战与应对——基于流量明星代言的视角  

The Challenge and Countermeasures of Traffic Effect to Food Safety Regulation——Based on the Perspective of Traffic Celebrity Endorsement

作　　者：周峰[1] 杨方腾 ZHOU Feng;YANG Fangteng(School of Public Administration, Shandong University of Finance and Economics, Jinan, Shandong 250000, China)

机构地区：[1]山东财经大学公共管理学院,山东济南250000

出　　处：《山东商业职业技术学院学报》2021年第5期74-79,共6页Journal of Shandong Institute of Commerce and Technology

摘　　要：近年来,随着“粉丝经济”与“线上销售”的兴起,各大食品品牌纷纷通过“流量明星”为自己的品牌代言,利用流量效应,大幅度提高自己产品的销量。但是这一现象也对政府食品安全规制提出了更大的挑战。本文通过分析流量明星代言食品品牌产生的流量效应以及流量效应冲击下对政府食品安全规制提出的挑战,为政府如何利用“流量效应”对食品安全进行规制提供参考与建议。In recent years,with the rise of“fan economy”and“online sales”,major food brands have been through the“traffic celebrity”for their brand endorsement,the use of traffic effect,greatly improve the sales of their products.However,this phenomenon also poses a greater challenge to the government’s food safety regulation.This paper analyzes the flow effect generated by the flow stars endorsing food brands and the challenges to the government’s food safety regulation under the impact of the traffic effect,so as to provide reference and suggestions for the government on how to use the“traffic effect”to regulate food safety.

关 键 词：流量效应 粉丝经济 流量明星 公共政策 食品安全规制 

分 类 号：D923[政治法律—民商法学]