电商平台“二选一”行为的三元规制路径研究

A Study on a Three-Pronged Regulatory Approach to “Exclusive Dealing” Practices by E-Commerce Platforms

摘要: 电商平台“二选一”行为已成为扰乱平台经济竞争秩序的突出问题，其类型多样且认定边界模糊，现有规制体系存在诸多困境。通过重点研究电商平台“二选一”行为，分析《反垄断法》《反不正当竞争法》《电子商务法》构成的三元规制路径，剖析当前规制过程中存在的认定标准模糊、规制重叠与空白并存、举证责任不合理、路径衔接不足等问题。研究发现，三元规制路径各有优势但协同性欠缺，难以实现对“二选一”行为的全面有效规制。基于此，本文从认定标准精细化、监管模式转型、路径衔接协调三个维度，提出完善电商平台“二选一”行为规制路径的具体建议，以期破解规制困境，规范平台竞争秩序，保障平台内经营者与消费者的合法权益。

Abstract: The “exclusive dealing” practices of e-commerce platforms have become a prominent issue disrupting the competitive order of the platform economy. Given the diverse nature of these practices and the blurred boundaries of their determination, the existing regulatory framework faces numerous challenges. By focusing on “exclusive dealing” practices by e-commerce platforms, this study analyzes the three-pronged regulatory framework comprising the Anti-Monopoly Law, the Anti-Unfair Competition Law, and the E-Commerce Law. It examines issues in the current regulatory process, including ambiguous identification criteria, the coexistence of regulatory overlaps and gaps, unreasonable burden of proof, and insufficient coordination among regulatory pathways. The study finds that while each of the three regulatory pathways has its own strengths, they lack synergy, making it difficult to achieve comprehensive and effective regulation of “exclusive dealing” practices. Based on this, this paper proposes specific recommendations for improving the regulatory framework for e-commerce platforms’ “exclusive dealing” practices from three dimensions: refining identification criteria, transforming regulatory models, and coordinating the integration of regulatory pathways. The aim is to resolve regulatory challenges, standardize the competitive order of platforms, and safeguard the legitimate rights and interests of both platform operators and consumers.