数字资本主义视角下电子商务平台的资本积累逻辑及其批判——以淘宝、京东为例

The Logic and Critique of Capital Accumulation on E-Commerce Platforms from the Perspective of Digital Capitalism—A Case Study of Taobao and JD.com

摘要: 随着信息技术的快速发展和互联网的普及，电子商务已成为现代商业活动的重要组成部分。本文从数字资本主义理论出发，剖析了淘宝与京东两大电商平台的资本积累逻辑。二者虽在路径上存在差异，但本质上均以数据和平台为核心，通过构建垄断市场、剥削数字劳动、驱动数据金融化实现资本增殖。这种积累模式在提升效率的同时，也导致了劳动异化、社会保障缺失及消费主体性危机等深层社会矛盾。化解矛盾不能依赖资本自律，而必须通过创设“依赖性自雇者”法律类别、实施算法治理等强有力的公共治理重构，对平台权力进行制衡，以引导技术服务于社会公共利益与人的全面发展。

Abstract: With the rapid development of information technology and the widespread adoption of the internet, e-commerce has become an important component of modern commercial activities. This article, grounded in the theory of digital capitalism, analyzes the capital accumulation logic of two major e-commerce platforms, Taobao and JD.com. While their pathways differ, both essentially center on data and platforms, achieving capital proliferation by constructing monopolistic markets, exploiting digital labor, and driving data financialization. While this accumulation model enhances efficiency, it simultaneously leads to deeper social contradictions, such as labor alienation, deficiencies in social security, and crises of consumer subjectivity. Resolving these contradictions cannot rely on capital self-regulation. Instead, it necessitates the reconstruction of robust public governance measures—such as creating a legal category for “dependent self-employed workers” and implementing algorithmic governance—to check and balance platform power. This approach aims to steer technology toward serving the public interest and the comprehensive development of individuals.