电子商务平台经营者开展自营业务的民事责任研究

Research on the Civil Liability of E-Commerce Platform Operators Conducting Self-Operated Businesses

摘要: 随着京东、阿里巴巴等平台自营模式的普及，由此产生的责任纠纷日益增多，如何界定平台的法律地位与责任成为司法实践中的难点。本文研究直面这一热点问题，对《电子商务法》第37条进行深入解读，为解决相关争议提供了清晰的法律适用指引。在理论层面，第一，强调并系统论证了“信赖保护原则”作为认定平台自营法律地位的核心基石，主张外观主义应优先于复杂的内部运营关系，为简化司法认定过程提供了有力的理论支撑。第二，构建了一个相对完整的平台自营业务民事责任体系，将产品责任与多种合同责任进行整合分析。第三，对平台作为销售者的产品责任进行了层次化区分，梳理出中间责任、最终责任等不同类型，分析精细，有助于准确配置平台与生产者之间的责任。

Abstract: With the proliferation of self-operated models on platforms such as JD.com and Alibaba, disputes over liability arising from these operations have become increasingly common. Determining the legal status and responsibilities of such platforms has emerged as a significant challenge in judicial practice. This paper directly addresses this pressing issue by providing an in-depth interpretation of Article 37 of the E-Commerce Law, offering clear guidance on the application of relevant legal provisions to resolve such disputes. On a theoretical level: Firstly, it emphasises and systematically argues that the “principle of reliance protection” serves as the cornerstone for determining the legal status of platform self-operated businesses. It advocates that the principle of appearance should take precedence over complex internal operational relationships, providing robust theoretical support for simplifying judicial determination processes. Secondly, it constructs a relatively comprehensive civil liability framework for platform self-operated businesses, integrating analyses of product liability with various contractual liabilities. Thirdly, it categorises product liability for platforms acting as sellers into distinct tiers, identifying intermediate liability, ultimate liability and other types through meticulous analysis. This facilitates the precise allocation of responsibility between platforms and producers.