竞争法视域下电商平台“二选一”行为的法律规制研究

Establishing a Legal Regulatory Framework for “Choose One Out of the Two” on E-Commerce Platforms

摘要: 电商平台“二选一”行为普遍存在，不仅损害平台内经营者多归属权、消费者选择权，还会破坏市场竞争机制。虽然我国法律体系中存在相关规范，但规则重叠、散乱，无法实行有效规制。法律制度模糊性直接引发实践规制困境，致使电商平台“二选一”行为的执法与司法效果欠佳。本文在梳理《电子商务法》《反不正当竞争法》《反垄断法》相关规范基础上，从构成要件审视规范适用可行性，重点厘清不同规范间的适用关系，构建规范化电商平台“二选一”规制路径。

Abstract: The practice of “Choose One Out of the Two” by e-commerce platforms is widespread, undermining both the multi-platform affiliation of merchants and consumer choice while disrupting market competition mechanisms. Although China’s legal framework contains relevant regulations, overlapping and fragmented rules prevent effective oversight. This legal ambiguity directly leads to practical regulatory challenges, resulting in suboptimal enforcement and judicial outcomes against such practices. This paper examines the feasibility of applying relevant regulations by analyzing the constitutive elements of the E-Commerce Law, Anti-Unfair Competition Law, and Anti-Monopoly Law. It focuses on clarifying the relationships among these different regulations, aiming to establish a standardized and systematic regulatory pathway for addressing “pick one of two” practices on e-commerce platforms.