中国电子商务平台数据权属配置与价值分配协同治理研究

Research on Collaborative Governance of Data Ownership Allocation and Value Distribution in Chinese E-Commerce Platforms

摘要: 在数字中国战略推动下，数据要素已成为电商平台高质量发展的核心引擎，但其权属模糊与价值分配失衡问题严重制约市场活力。本文基于三权分置与双边市场理论，提出协同治理创新框架。研究发现，电商数据的双边依赖性、算法增值性与生态集成性，导致用户数据隐私权虚化、商户资产收益悬置与平台增值收益独占的三方权属冲突，而平台规则不完全性、剩余控制权垄断及数据计量机制缺位，进一步引发“数据创造全民化与收益分配集中化”的制度悖论。为此，构建三权分置治理框架：通过产权分割明确三方基础权属边界，利用智能合约分账与规则白名单实现动态契约刚性执行，并建立三方制衡治理机构推动平台透明履职、用户权利保障与商户收益共享的协同均衡。该框架为破解电商数据要素市场化梗阻、促进数字经济高质量发展提供制度性路径。

Abstract: Driven by the Digital China strategy, data elements have become the core engine for high-quality development of e-commerce platforms, but their unclear ownership and imbalanced value distribution seriously constrain market vitality. This article proposes an innovative framework for collaborative governance based on the theory of separation of three rights and bilateral markets. Research has found that the bilateral dependence, algorithmic value-added, and ecological integration of e-commerce data lead to the virtualization of user personality rights, the suspension of merchant asset income, and the tripartite ownership conflict of exclusive platform value-added income; the incompleteness of platform rules, monopoly of residual control rights, and lack of data measurement mechanisms further trigger the institutional paradox of “data creation for all-centralized distribution of benefits”. To this end, a governance framework for the separation of three rights is constructed: clarifying the basic ownership boundaries of the three parties through property rights division, using smart contract sharing and rule whitelists to achieve dynamic contract rigid execution, and establishing a tripartite balance governance mechanism to promote platform transparency, user rights protection, and collaborative balance of merchant revenue sharing. This framework provides an institutional path to overcome the obstacles of marketization of e-commerce data elements and promote high-quality development of the digital economy.