电商平台“二选一”乱象规制研究

Regulation of the “Either-Or Choice” Practice on E-Commerce Platforms

摘要: 伴随电子商务平台的发展，“二选一”行为成为平台经济领域反垄断规制的焦点。本文融合规范分析与典型案例研究的方法，从实体法和程序法的双重维度展开讨论，梳理“二选一”行为的竞争损害与实质正义维度进行规制的必要性。引入双边市场特性与用户锁定效应，论证“正当理由”作为抗辩事由符合反垄断法体系解释与经济法实质正义理念。为健全规制体系，本文在相关市场界定、正当理由认定标准、专家辅助人、平台披露制度方面提出完善建议，构建符合平台经济特征的反垄断规制路径，致力于增强平台经济创新活力，维护公平竞争秩序。

Abstract: With the development of e-commerce platforms, the “either-or choice” practice has become a central focus of antitrust regulation in the platform economy. This article combines methods of normative analysis with the study of typical cases, discussing the topic from the dual perspectives of substantive law and procedural law. It outlines the competitive harms and legal characterization of the “either-or choice” practice, introduces the concepts of two-sided markets and lock-in effects, and argues that treating “justifiable reasons” as a ground for defense is consistent with the systematic interpretation of antitrust law and the ideal of substantive justice in economic law. To improve the regulatory system, this article puts forward suggestions regarding market definition, the criteria for recognizing legitimate reasons, expert assistance, and platform disclosure systems. It develops an antitrust regulatory approach that aligns with the characteristics of the plat-form economy, aiming to strengthen the innovation dynamics of the platform economy and maintain a fair competitive order.