电商营销平台的法律义务研究

Legal Obligations Research of E-Commerce Marketing Platforms

摘要: 电商营销作为互联网营销的种类之一，是借助因特网完成一系列营销环节以达到营销目标的电子商务活动。在消费需求日益增长的今天，以电商营销平台为媒介的购物、消费方式越来越受到生产者、经营者与消费者的青睐。然而，随着我国电商营销规模的扩大，发生于平台内部的侵权行为也日益频繁。为了更好地保护消费者的合法权益，保障新兴电商平台的生存发展，必须对电商营销平台应当履行的法律义务进行明确的立法规制。因此，本文将根据我国电商营销的发展现状，结合现行立法与实务，对营销平台在履行安全保障义务、注意义务与资格审核义务中的不足之处进行分析，最终就完善电商营销平台的法律义务提出相关建议。

Abstract: As one of the types of Internet marketing, e-commerce marketing is an e-commerce activity that uses the Internet to complete a series of marketing links to achieve marketing goals. In today’s increasingly growing consumer demand, shopping and consumption methods mediated by e-commerce marketing platforms are increasingly favored by producers, operators, and consumers. However, with the expansion of e-commerce marketing scale in China, infringement behaviors occurring within platforms are becoming increasingly frequent. In order to better protect the legitimate rights and interests of consumers and ensure the survival and development of emerging e-commerce platforms, it is necessary to establish clear legislative regulations on the legal obligations that e-commerce marketing platforms should fulfill. Therefore, based on the current development status of e-commerce marketing in China, combined with current legislation and practice, this article will analyze the shortcomings of marketing platforms in fulfilling security obligations, attention obligations, and qualification review obligations, and ultimately propose relevant suggestions for improving the legal obligations of e-commerce marketing platforms.