政府对网购平台的规制策略探索

A Research on Government's Regulation Strategy to Online Shopping Platform

互联网的迅速发展给消费者带来了便利,但同时也引发了一系列问题,使得政府规制在保证产品质量,保护消费者权益中的重要性越发凸显出来。在电子商务中,政府不仅可以直接监管电子商务背景下的企业,同时,也可以通过监督平台来实现间接监管,不仅省时省力,在一定程度上还可以提高监管效率。文中采用了演化博弈的方法,对双方的演化过程进行动态分析,并利用matlab进行数值实验作出进一步验证。结果表明:政府初始监管概率大,平台积极配合;平台初始配合概率大,政府监管力度减小,平台继续监管,最后呈良性发展态势。为政府及平台提出有效建议,如:突查,举报机制的利用,或者政府与平台监管联网等方式。

With the rapid development of the Internet,online shopping gets more and more convenient for consumers,however it also leads a series of problems at the same time,government rules and regulations play a good role in guarantying the quality of products and protecting consumers＇ rights and interests. In e-commerce,the government can not only directly regulate enterprises under the background of e-commerce,at the same time,but also by monitoring platform. It not only saves time and effort,to a certain extent,it can improve the efficiency of supervision. This paper adopted the thought of evolution game,analyzing the dynamic evolution process of both sides,using numerical experiments methods to make further verification. The result shows that if the government＇s probability of regulation is high at the beginning,the platform will cooperate; and if the platform＇s probability of cooperation is high at the beginning,the government will regulate less,and then the platform will continue to monitor the sellers,which lead a good direction in the end. It puts forward effective suggestions for the government and platform such as irregularly check,whistle-blowing or check net which connect platform and government.