平台中立视角下优待自营业务的法律规制

The Legal Regulation of Preferential Treatment for Self-operated Businesses from the Perspective of Platform Neutrality

为了实现纵向一体化的目标,电子商务平台经营者有天然动机运用“私权力”和数据优势优待自营业务并为其提供竞争优势。同时,优待行为也给平台内经营者、平台内市场的竞争机制和消费者带来现实损害。因此有必要引入平台中立理论要求平台经营者恪守中立原则,并且网络中立理论及我国竞争法的立法目标也为平台中立义务提供了正当性。为了实现实然与应然的平衡,必须对平台经营者完全中立义务有所克减,进而实现其部分中立义务。

As a way of vertical integration,E-commerce platform operators have a natural incentive to use“the private power”and data advantages to give preferential treatment to self-operated businesses and provide them with competitive advantages.At the same time,preferential treatment also has brought real damages to the operator on E-commerce platform,the competition mechanisms of platform market and the consumer.Therefore,it is necessary to introduce platform neutrality theory to require E-commerce platform operators to abide by the obligation of neutrality,and network neutrality theory and the legislative goals of our country’s competition law also provide legitimacy for the obligation of platform neutrality.In order to achieve a balance between reality and necessity,it is necessary to reduce the complete neutral obligation of E-commerce platform operators and fulfill their partial neutral obligation.