青年创业视域下的电商平台治理困境与出路

Dilemmas and Pathways of E-Commerce Platform Governance: A Youth Entrepreneurship Perspective

摘要: 电子商务平台已成为青年创业的核心场域，平台的“规则–算法”二元治理机制在释放技术红利的同时，也引发了深刻的治理挑战。文章转换宏观监管视角，聚焦创业者这一微观主体，系统考察了平台治理的实践逻辑及其后果。研究表明，平台治理对创业者具有机遇供给与风险转嫁的双重效应，并引致创业者陷入权益保障受损、发展路径依赖与市场公平竞争缺失的三重结构性困境。困境的根源在于平台作为新型治理主体的“准公共性”与自身商业属性之间的内在张力。研究认为，化解之道在于超越传统的政府单向监管或市场自我调节的二元范式，构建一种融合了平台负责任治理、创业者主体赋能与社会力量协同监督的规制新路径。

Abstract: E-commerce platforms have become the core arena for youth entrepreneurship. While unleashing technological dividends, their dual “rule-algorithm” governance mechanism has also triggered profound governance challenges. Shifting from a macro-regulatory perspective, this paper focuses on entrepreneurs as micro-subjects to systematically examine the practical logic and consequences of platform governance. The research indicates that platform governance exhibits a dual effect of providing opportunities while shifting risks, leading entrepreneurs into a threefold structural predicament comprising compromised rights protection, developmental path dependence, and a lack of fair market competition. The root of these dilemmas lies in the inherent tension between the “quasi-public” nature of platforms as new governance entities and their commercial attributes. The study argues that the solution lies in transcending the traditional binary paradigm of either unilateral government regulation or market self-regulation, and instead constructing a new regulatory path that integrates responsible platform governance, the empowerment of entrepreneurs, and collaborative supervision by social forces.