电商平台商业衍生数据的价值平衡与竞争秩序

The Value Balance and Competitive Order of Commercial Derivative Data on E-Commerce Platforms

摘要: 目前，数据的价值逐渐突出，已然成为了第五大生产要素，而电商平台商业衍生数据因凝结实质性加工投入而具有独立商业价值，平台用户画像、产品复购率分析等商业衍生数据为电商平台带来了竞争优势。但是，实践中对衍生数据的管理与使用缺乏统一标准，平台在数据采集、加工、共享与保护之间面临着矛盾。电商平台经营者在数据不正当竞争侵权方面面临多重问题，比如，数据使用规则不统一、第三方工具违规爬取现象普遍、数据保护与开放共享难以平衡、平台维权成本高。立足电商产业实践，围绕商业衍生数据的生成逻辑、价值特征、现实困境展开研究，提出构建统一行业数据规范、实施类型化治理、完善技术防控与维权机制、推动数据安全有序流通最终实现数据市场的良性循环，在激励数据创新的同时，推动形成健康、有序的数据竞争秩序。

Abstract: Data has emerged as the fifth major production factor. Commercial derivative data on e-commerce platforms—such as user profiles and repurchase rates—hold independent commercial value due to substantial processing inputs, granting platforms competitive advantages. However, inconsistent data management and use standards have led to conflicts in data collection, processing, sharing, and protection. E-commerce platform operators face multiple challenges regarding unfair competition involving data infringement, such as inconsistent data usage rules, widespread unauthorized scraping by third-party tools, difficulties in balancing data protection with open sharing, and high costs for platform enforcement. Based on e-commerce practices, this study analyzes the generation logic, value traits, and practical dilemmas of commercial derivative data. It proposes unified industry standards, typified governance, improved technical safeguards and enforcement mechanisms, and secure, orderly data flows to achieve a virtuous data market cycle—fostering data innovation while promoting a healthy and orderly competition order.