电商平台“二选一”行为的规制研究
Research on the Regulation of “Either-Or Choice” Behavior of E-Commerce Platform

伴随着数字技术的不断进步，互联网数字经济得到了飞速发展，电商平台也迅速崛起迎来了自己的发展新春。电商平台在发展过程中，逐渐形成具有自我特色的市场优势，并利用该优势谋取不正当利益，其中电商平台的“二选一”行为尤为突出。虽然“二选一”行为作为一种商业活动，并不具有本身违法性，但当其运用自身市场优势地位强制平台用户、商家实施“二选一”行为时，“二选一”行为就可能违反我国《反垄断法》中的垄断协议或滥用市场支配地位行为，也可能违反《电子商务法》和《反不正当竞争法》的相关条款。目前，我国法律对于规制“二选一”行为的规定较为模糊，法条适用也存在冲突，通过分析电商平台“二选一”行为规制困境，提出完善建议，营造良好的营商环境。
With the continuous progress of digital technology, the internet digital economy has developed rapidly, and the e-commerce platform has also risen rapidly and ushered in its own development spring. In the process of development, e-commerce platforms gradually form market advantages with their own characteristics, and use them to seek improper benefits, among which the “either-or choice” behavior of e-commerce platforms is particularly prominent. Although “either-or choice” behavior as a kind of business activities which is not inherently illegal, but when it uses its dominant market position to force platform users and merchants to implement the “either-or choice” behavior, the “either-or choice” behavior may violate the monopoly agreement or abuse of the dominant market position in the anti-monopoly law, and may also violate the relevant provisions of the E-Commerce Law and the Anti-Unfair Competition Law. At present, China’s laws have vague regulations on the regulation of the “either-or choice” behavior, and there are conflicts in the application of laws. By analyzing the dilemma of the “either-or choice” behavior regulation of e-commerce platforms, this paper puts forward suggestions to create a good business environment.