“内卷式”竞争下电商平台不对等交易判定的成因与诊断框架

Causes and Diagnostic Framework for the Identification of Unequal Transactions on E-Commerce Platforms under the Context of “Involuted” Competition

摘要: 随着当前电商行业用户增长放缓，部分主流电商平台陷入存量竞争，为抢占市场采取过度竞争策略。行业逐渐陷入“内卷式”竞争困境，电商平台不对等交易判定问题随之凸显。本研究基于行业发展现状系统剖析该问题的成因，并结合不对等交易判定的特征分析构建起规则倾向性、简化处理、非客观性的三维诊断框架。在此基础上形成具有操作性的指标与测量题项，旨在为电商平台不对等交易判定的监管实践、行业治理提供理论支撑与参考。

Abstract: With the current slowdown in user growth within the e-commerce industry, some mainstream platforms have become embroiled in competition over existing customer bases, resorting to excessive competitive strategies to capture market share. The industry has gradually fallen into an “involuted” competition, where the issue of unequal trading determination on e-commerce platforms has become increasingly prominent. This study systematically analyzes the causes of this issue based on the current state of industry development. By examining the characteristics of unequal trading determination, it constructs a three-dimensional diagnostic framework encompassing rule bias, simplification, and non-objectivity. Building upon this framework, the study develops operational indicators and measurement items aimed at providing theoretical support and practical guidance for regulatory practices and industry governance concerning unequal trading determination on e-commerce platforms.