电商平台“二选一”行为的法律规制研究

Research on the Legal Regulation of the “Exclusive Deal” Behavior of E-Commerce Platforms

摘要: 随着平台经济的迅猛发展，电商平台“二选一”行为已成为我国反垄断执法和司法实践中的焦点问题。该行为是指平台利用其市场优势地位，通过明示或隐含手段强迫平台内经营者只能在特定平台开展经营活动，排除或限制其与其他竞争性平台合作。“二选一”行为不仅扭曲了市场资源配置，损害平台内经营者的自主经营权，还最终侵害消费者福利，对公平竞争的市场秩序构成严峻挑战。本文系统梳理了我国现行法律框架下对“二选一”行为的规制路径，包括《反垄断法》《反不正当竞争法》和《电子商务法》的多维规制体系，深入分析了现有规制模式在执法实践中面临的认定标准不一、证据获取困难、法律责任配置不足等困境。结合市场监管总局最新发布的《互联网平台反垄断合规指引(征求意见稿)》及相关典型案例，本文提出应构建多层次、精细化的协同规制体系，优化举证责任分配、加强算法监管等具体措施，提升法律规制的实效性，为营造公平、有序的电商市场竞争环境提供法制度保障。

Abstract: With the rapid development of the platform economy, the “two-choice” behavior of e-commerce platforms has become a focal issue in China’s anti-monopoly law enforcement and judicial practice. This behavior refers to the platform leveraging its market dominance to force platform operators to conduct business activities only on a specific platform, thereby excluding or restricting their cooperation with other competitive platforms. The “two-choice” behavior not only distorts market resource allocation, undermines the autonomy of platform operators to operate independently, but ultimately infringes upon consumer welfare and poses a serious challenge to the fair competitive market order. This article systematically reviews the regulatory paths for the “two-choice” behavior under the current legal framework in China, including the multi-dimensional regulatory system of the “Anti-Monopoly Law”, the “Anti-Unfair Competition Law”, and the “E-Commerce Law”. It deeply analyzes the difficulties faced by the existing regulatory models in law enforcement practice, such as inconsistent determination standards, difficulties in obtaining evidence, and insufficient allocation of legal responsibilities. Combining the latest “Internet Platform Anti-Monopoly Compliance Guidelines (for Public Comment)” issued by the State Administration for Market Regulation and relevant typical cases, this article proposes the need to establish a multi-level and refined collaborative regulatory system, optimize the allocation of burden of proof, strengthen algorithm supervision, and other specific measures to enhance the effectiveness of legal regulation, and provide legal institutional guarantees for creating a fair and orderly e-commerce market competition environment.