浅析网络直播营销珠宝玉石的质量监管

【摘要】本文指出网络直播营销珠宝玉石的质量监管存在利用标准不统一、以次充好、利用人工处理品或仿制品冒充天然珠宝玉石、伪造检测证书、消费者缺乏维权意识等问题，并对加强网络直播营销珠宝玉石质量监管提出建议，切实保护消费者权益，促进行业健康发展。

【关键词】珠宝玉石；网络直播营销；质量监管

【DOI编码】10.3969/j.issn.1674-4977.2024.06.039

Analysis of Quality Supervision of Jewelry and Jade Products in Online Live Streaming Marketing

FANG Ting， LI Le， DONG Pingfei， CAI Wei， WANG Jinzhuan

（Nanjing Institute of Product Quality Inspection〔Nanjing Institute of Quality Development andAdvanced TechnologyApplication〕， Nanjing 210019， China）

Abstract： This article points out that there are problems in the quality supervision of jewelry and jade in online live streaming marketing， such as using inconsistent standards to pass off inferior products， using artificially processed or imitated products to impersonate natural jewelry and jade， forging testing certificates， and consumers lacking awareness of rights protection. Suggestions are also put forward to strengthen the quality supervision of jewelry and jade in online live streaming marketing， effectively protecting consumer rights and promoting the healthy development of the industry.

Keywords： jewelry and jade； online live streaming marketing； quality supervision

0引言

网络直播营销是近几年兴起的一种营销方式，其主要利用互联网直播平台进行产品或品牌推广。（剩余4627字）