平台治理视角下的电商假货治理机制研究

Research on the Governance Mechanism of Counterfeit Goods in E-Commerce from the Perspective of Platform Governance

摘要: 随着互联网技术的迅速发展和智能手机的普及，现代网络购物已成为人们日常消费的重要方式之一，成为全球零售市场的重要组成部分。然而，随着这一现象的日益流行，假货问题也日益严重，假货问题的蔓延对整个电子商务生态系统产生了深远的负面影响已成为困扰电子商务平台及其参与者的一个重要问题。鉴于此本文聚焦于电商平台假货问题的治理路径，旨在探讨平台、商家、消费者与政府等多方在假货治理中的角色与责任。通过梳理现行法律框架与监管现状，分析平台责任缺失、商家逐利动机强烈、消费者识别能力不足与监管体系不完善等问题根源，本文系统总结了当前电商假货治理的困境。研究进一步提出多项优化建议，包括细化法律责任、构建第三方认证体系、推动平台自律与行业协作、加强政府监管技术与跨境协作，以及提升消费者维权能力和识别意识。文章强调，电商假货治理需建立法律完善、平台主导、政府监管、消费者参与的多元协同机制。未来应加强新技术的应用，并深化国际合作，以实现对假货的系统性、全链条治理。

Abstract: With the rapid development of Internet technology and the widespread use of smart phones, modern online shopping has become one of the important ways of daily consumption for people and an important part of the global retail market. However, as this phenomenon becomes increasingly popular, the problem of counterfeit goods has also become increasingly serious. The spread of counterfeit goods has had a profound negative impact on the entire e-commerce ecosystem and has become an important issue plaguing e-commerce platforms and their participants. In view of this, this article focuses on the governance path of counterfeit goods on e-commerce platforms, aiming to explore the roles and responsibilities of platforms, merchants, consumers and the government in the governance of counterfeit goods. By sorting out the current legal framework and regulatory situation, and analyzing the root causes of problems such as the lack of platform responsibility, the strong profit-driven motives of merchants, the insufficient identification ability of consumers and the imperfect regulatory system, this article systematically summarizes the current predicament of e-commerce counterfeit goods governance. The research further proposes several optimization suggestions, including detailing legal responsibilities, building a third-party certification system, promoting platform self-discipline and industry collaboration, strengthening government regulatory technology and cross-border collaboration, and enhancing consumers’ rights protection ability and identification awareness. The article emphasizes that the governance of counterfeit goods in e-commerce requires the establishment of a multi-party collaborative mechanism featuring complete laws, platform leadership, government supervision and consumer participation. In the future, the application of new technologies should be strengthened and international cooperation deepened to achieve systematic and full-chain governance of counterfeit goods.