電商平臺經營者角色演化及主體規範模式嬗變

Evolution of the Role of E-commerce Platform Operators and the Change of Subject Regulation Mode

探析電商平臺經營者角色演化及主體規範模式，對於認識和揭示電商平臺規范模式的根源和變化機理具有基礎性意義。當前已進入以資料資源為支援的主導型電商平臺時代，其特點是電商平臺技術結構和運營功能持續升級；隨之而來的是，電商平臺經營者對平臺交易活動的影響能力逐漸增強。這種角色定位的重要變化，要求對電商平臺主體規範模式做出相應調整。即應將電商平臺經營者從純粹提供技術服務的中立主體，發展為需要承擔積極治理義務和責任的控制主體。在相應規範配置上，為更好平衡和保護平臺參與各方的合法權益，需引入一種與電商平臺地位相配套的加強義務和治理職責的制度設計，以此避免權利侵害和其他風險的發生。

The research on the evolution of the role of e-commerce platform operators and the subject regulation mode is of fundamental significance for understanding and revealing the origin and change mechanism of the e-commerce platform regulation mode. The operators of e-commerce platforms have experienced the continuous upgrading of their own technical structure and operational functions. At present, they have entered the era of dominant e-commerce platforms supported by data resources. Their characteristics are that the operators of e-commerce platforms have gradually enhanced their control over platform trading activities and become the actual controllers in the e-commerce ecosystem. This important change in role positioning requires that the subject regulation mode of e-commerce platform be adjusted accordingly. The operator of e-commerce platform should change from a neutral subject providing pure technical services to a controller subject that needs to undertake active governance obligations and responsibilities. In terms of the corresponding regulation configuration, it is reflected in better balancing and protecting the legitimate rights and interests of all parties involved in the platform, introducing a design to strengthen the obligations and responsibilities of the e-commerce platform in line with its control status, focusing on preventing the platform from abusing its control status, and curbing the aggravation of rights violations and other risks.