电子商务数据营销中平台责任的制度完善

Institutional Improvement of Platform Responsibility in E-Commerce Data Marketing

摘要: 数字化时代下，电子商务平台利用大数据与算法技术开展精准营销，在提升交易效率的同时，也引发了不公平交易、算法歧视及个人信息滥用等问题。现行《个人信息保护法》与《电子商务法》虽构建了初步规范，但在数据营销场景下，平台责任的边界界定、履责方式仍模糊与不足。本文以精准营销为研究对象，分析平台责任面临的现实困境，以《个人信息保护法》第24条以及《电子商务法》第38条为指引，提出明确平台责任属性、完善算法治理与内部合规机制、优化责任配置路径的制度完善建议，促进电子商务平台经济的规范化与高质量发展。

Abstract: In the digital age, e-commerce platforms leverage big data and algorithmic technologies to conduct precision marketing. While enhancing transaction efficiency, this practice has also given rise to issues such as unfair transactions, algorithmic discrimination, and misuse of personal information. Although the current Personal Information Protection Law and E-Commerce Law establish preliminary regulations, the boundaries of platform responsibility and the methods for fulfilling such responsibilities remain ambiguous and inadequate in data marketing scenarios. This paper examines precision marketing as its research subject, analyzes the practical challenges facing platform liability, and proposes institutional improvements guided by Article 24 of the Personal Information Protection Law and Article 38 of the E-Commerce Law. These recommendations include clarifying the nature of platform liability, enhancing algorithm governance and internal compliance mechanisms, and optimizing liability allocation pathways. These measures aim to promote the standardized and high-quality development of the e-commerce platform economy.