电商平台“二选一”行为的经济法规制研究
Research on Economic Law Regulation of E-Commerce Platform’s “Two-Choice” Behavior

随着电子商务的迅猛发展，电商平台作为重要的市场主体，在促进经济增长、拓宽消费渠道等方面发挥着日益重要的作用。然而，在实际经营活动中，一些电商平台采取了“二选一”的市场策略，即要求商家在相互竞争的多个平台中仅选择一个进行合作，这种行为不仅侵害了其他电商平台和平台上经营者的合法权益，也损害了广大消费者的公平选择权和自主交易权，对市场的公平竞争秩序造成了严重破坏。对此，经济法有必要对“二选一”行为进行规制。文章以“二选一”行为为研究对象，深入剖析其运作机制及产生的经济效应，评估当前经济法对该行为的规制现状，并提出相应的对策建议，旨在为完善相关法律法规提供理论支持和实践指导，为维护公平竞争的市场环境和保护消费者权益提供有力的法律支持。
With the rapid development of e-commerce, e-commerce platforms, as important market players, play an increasingly important role in promoting economic growth and broadening consumption channels. However, in actual business activities, some e-commerce platforms have adopted a “two-choice” market strategy, that is, businesses are required to choose only one of the competing platforms for cooperation. This behavior not only infringes the legitimate rights and interests of other e-commerce platforms and platform operators, but also damages the fair choice and independent trading rights of consumers. It has caused serious damage to the fair competition order of the market. Therefore, it is necessary for economic law to regulate the “two-choice” behavior. This paper takes the “two-choice” behavior as the research object, analyzes its operation mechanism and economic effects in depth, evaluates the current situation of economic laws regulating the behavior, and puts forward corresponding countermeasures and suggestions, aiming to provide theoretical support and practical guidance for improving relevant laws and regulations, and provide strong legal support for maintaining a fair competition market environment and protecting consumers’ rights and interests.