伴随着市场经济的快速发展，“直播带货”应运而生。作为一种新型网络营销模式，“直播带货”吸引了各类名人群体加入，也为市场经济的发展贡献了新的力量。然而网络“直播带货”引发了一系列乱象，严重损害了消费者的权益。从马克思主义政治经济学视角考察，不仅为厘清“直播带货”中的资本逻辑提供了独特的审视路径，还有助于揭示政治经济学的隐秘治理效应。通过对直播带货行业存在乱象的原因进行剖析，提出了建立产品与主播互审机制、厘清直播多元主体责任、构建全链条法治框架、培育科学消费理念的优化对策，营造良好的网络生态，从而促进“直播带货”行业健康发展。

With the rapid development of the market economy, "live streaming e-commerce" has emerged . As a new type of online marketing model, "live streaming e-commerce" has attracted various celebrity groups to join in and also contributed new strength to the development of the market economy. However, online "live streaming e-commerce" has triggered a series of chaotic phenomena, which have seriously damaged the rights and interests of consumers. From the perspective of Marxist political economy, it not only provides a unique perspective for clarifying the capital logic in "live streaming e-commerce", but also helps to reveal the hidden governance effect of political economy. By analyzing the reasons for the chaotic phenomena existing in the "live streaming e-commerce" industry, the optimized countermeasures such as establishing a mutual review mechanism for products and anchors, clarifying the responsibilities of multiple subjects in live streaming, constructing a whole-chain legal framework, and cultivating a scientific consumption concept are put forward to create a good online ecosystem and thus promote the healthy development of the "live streaming e-commerce" industry.