数字时代电子商务发展的现实挑战与推进策略研究

Research on the Realistic Challenge and Promotion Strategy of E-Commerce Development in Digital Age

摘要: 信息技术的提高与互联网的广泛应用为数字时代电子商务的发展奠定了物质基础，并以快捷便利、信息共享的优点迅速受到了消费者的喜爱，加之新冠疫情的影响，线下实体企业开始转型，也给中国电子商务的发展带来了全新的契机。而由于电商所带来的负面影响也日益凸显，存在着商品质量难以保证、平台虚假宣传及价格欺诈层出不穷、商品服务可靠性不足、消费者隐私信息泄露问题严重等诸多问题，这势必使广大消费者的权益受到损害。为此我们应明确主体责任，搭建权责明晰、科学合理的监管体系；构建公平公正、高效有序的法律体系，建设诚信交易环境；建设服务评价体系，推动服务标准化；加强消费者教育和知识普及；加强隐私信息保护监管，提高技术水平。为保护消费者的合法权益、促进电商行业的良性长期发展提供制度保障。

Abstract: The advancement of information technology and the widespread application of the Internet have laid the material foundation for the development of e-commerce in the digital era. With its advantages of speed, convenience, and information sharing, e-commerce has quickly gained popularity among consumers. Moreover, the impact of the COVID-19 pandemic has prompted offline businesses to undergo transformation, presenting new opportunities for the development of e-commerce in China. However, along with the benefits, the negative impacts of e-commerce have become increasingly apparent. Challenges such as difficulties in ensuring product quality, rampant false advertising and price deception on platforms, inadequate reliability of product services, and serious issues of consumer privacy information leakage pose a threat to the rights and interests of consumers. To address these challenges, it is imperative to establish clear accountability, construct a regulatory framework that is fair, just, and scientifically rational, develop a legal system that ensures fairness, efficiency, and order, and create an environment conducive to honest transactions. Additionally, efforts should be made to build a service evaluation system, promote standardization of services, enhance consumer education and awareness, strengthen regulation on the protection of privacy information, and improve technological capabilities. These measures aim to safeguard the legitimate rights and interests of consumers and foster the healthy long-term development of the e-commerce industry by providing institutional safeguards.