多边平台理论视角下的电商平台治理机制研究

Research on Governance Mechanism of E-Commerce Platform from the Perspective of Multilateral Platform Theory

摘要: 随着数字经济的高速扩张，电子商务平台已成为连接多类市场主体的关键基础设施。平台不仅是交易媒介，更是价值创造与社会资源配置的重要节点。然而，平台经济的迅猛发展也带来了治理难题：信息不对称、算法偏向、数据滥用、规则失衡等问题频发，使平台生态的健康性受到挑战。本文基于多边平台理论，将电商平台视为由消费者、商家、服务商、创作者及监管机构构成的多边互动系统，构建了包含制度约束、技术支撑、声誉反馈和协同共治的四维治理框架。研究指出，平台治理的实质在于多边主体之间的利益协调与激励优化，其目标是实现生态系统的动态平衡与可持续共生。本文通过理论分析与机制推演，提出了电商平台治理的系统模型，并从政策与管理层面提出完善路径，为平台经济的规范发展提供理论支撑与制度参考。

Abstract: With the rapid expansion of digital economy, e-commerce platforms have become a key infrastructure connecting various market players. Platform is not only a trading medium, but also an important node of value creation and social resource allocation. However, the rapid development of platform economy has also brought governance problems: information asymmetry, algorithm bias, data abuse, rule imbalance and other issues frequently occur, which challenges the health of platform ecology. Based on the multilateral platform theory, this paper regards the e-commerce platform as a multilateral interactive system composed of consumers, merchants, service providers, creators and regulatory agencies, and constructs a four-dimensional governance framework including institutional constraints, technical support, reputation feedback and collaborative governance. It is pointed out that the essence of platform governance lies in the interest coordination and incentive optimization among multilateral subjects, and its goal is to realize the dynamic balance and sustainable symbiosis of ecosystems. Through theoretical analysis and mechanism deduction, this paper puts forward the system model of e-commerce platform governance, and puts forward the improvement path from the policy and management level, which provides theoretical support and institutional reference for the standardized development of platform economy.