交易空间到治理节点——社区电商的平台化转型与治理角色研究

From Transactional Space to Governance Node—A Study on the Platformization and Governance Role of Community E-Commerce

摘要: 本文探讨了电商平台，特别是社区电商，如何超越传统商业模式，逐步演变为具有“准公共性”的社区治理新平台。研究指出，社区电商凭借其深度嵌入日常生活的服务网络、强大的组织连接能力和数据洞察技术，在事实上承担了部分社区治理功能，如重构社区空间、重建社会资本、精准响应民生需求等，展现出“准治理平台”的潜力。然而，平台固有的商业逐利性与其“准公共”角色之间存有内在张力，主要体现为：商业逻辑可能排斥弱势群体、平台“私权力”缺乏公共问责、以及海量社区数据带来的隐私风险。为此，研究提出应通过以下路径引导其积极转型：转向多元化合作框架；推动算法治理与平台规则的多方共商；构建多元协同的监督评价网络。核心在于通过精巧的制度设计，对平台力量进行“创造性吸纳”，使其商业能力服务于社区公共价值，实现商业逻辑与治理逻辑的良性结合。

Abstract: This paper explores how e-commerce platforms, particularly community-based e-commerce, transcend traditional business models and gradually evolve into new platforms for community governance with “quasi-public” characteristics. The study points out that, by virtue of their service networks deeply embedded in daily life, strong organizational connectivity, and data analytics capabilities, community e-commerce platforms have de facto taken on certain community governance functions—such as reshaping community spaces, rebuilding social capital, and responding precisely to residents’ needs—demonstrating the potential to act as “quasi-governance platforms.” However, inherent tensions exist between the platforms’ profit-driven nature and their “quasi-public” role, mainly reflected in: commercial logic potentially excluding vulnerable groups, a lack of public accountability for platforms’ “private power,” and privacy risks arising from massive amounts of community data. To address these issues, the study proposes the following pathways to guide their positive transformation: shifting toward a diversified cooperation framework; promoting multi-stakeholder deliberation on algorithm governance and platform rules; and building a collaborative supervision and evaluation network involving diverse actors. The core lies in “creatively incorporating” platform capabilities through well-designed institutional arrangements, so that their commercial strengths can serve public community values, achieving a positive integration of business logic and governance logic.