电商平台数据竞争的行为边界与治理思路

The Behavioral Boundaries and Governance Approaches of Data Competition on E-Commerce Platforms

摘要: 随着电商行业从高速扩张转入深度发展，数据正取代流量与补贴，成为平台竞争的关键筹码。消费者的浏览偏好、加购习惯与评价内容，经过规模化整合后，已构经营者和消费者高效交易的重要资产。然而，围绕数据抓取与比价截流产生的商业摩擦也在加剧，反映出行业在数据使用边界上的共识尚未形成。本文立足电商经营场景，将平台数据按商业价值和技术防护程度进行分层，区分不同场景下数据获取与使用的合理空间，并分析平台如何在数据保护与流通利用之间取得平衡。

Abstract: As the e-commerce industry transitions from rapid expansion to intensive cultivation of existing users, data is replacing traffic and subsidies as the key competitive asset for platforms. Consumers’ browsing preferences, cart-adding habits, and review content, once aggregated at scale, have become core assets underpinning precise product selection and efficient transaction matching. However, commercial frictions arising from data scraping and price-comparison traffic diversion are also intensifying, reflecting a lack of industry-wide consensus on the boundaries of data usage. This paper, grounded in the operational context of e-commerce, stratifies platform data according to commercial value and the degree of technical protection, distinguishes the reasonable scope for data acquisition and use across different scenarios, and analyzes how platforms can strike a balance between data protection and open circulation.