论电子商务平台“二选一”行为的法律规制
On the Legal Regulation of the “Two Alternative” Behavior of E-Commerce Platform

电子商务平台所实施的“二选一”行为本质上系独家交易，是排除、限制竞争行为在电子商务领域内的表现。基于电子商务平台“二选一”的行为限制经营者的归属选择权、侵害消费者的自主选择权、损害电子商务平台的公平竞争权以及阻碍电子商务市场的可持续发展，对其进行法律规制实属必要之举。从公法规范体系出发，《电子商务法》《反不正当竞争法》《反垄断法》并不适用于打击电子商务平台“二选一”的平台乱象，存在“应然”与“实然”的差异。从私法规范出发，电子商务平台与经营者之间地位的不平等、电子商务平台“二选一”行为存在胁迫或者无效格式条款的情形认定困难、电子商务平台“二选一”行为呈现公共性特征导致无法适用单纯的私法规范来解决电子商务平台“二选一”行为所带来的不利影响。因此，应当借鉴欧盟《P2B条例》制定专门法对电子商务平台“二选一”行为进行针对性调整。
The “one or the other” behavior implemented by the e-commerce platform is essentially an exclusive transaction, which is the performance of excluding and restricting the competition behavior in the field of e-commerce. It is necessary to regulate the “two alternative” behavior of the e-commerce platform to restrict the operators’ choice of ownership, infringe on the consumers’ independent choice, damage the fair competition right of the e-commerce platform, and hinder the sustainable development of the e-commerce market. From the perspective of the public law standard system, the “E-Commerce Law”, “Anti-Unfair Competition Law” and “Anti-Monopoly Law” do not apply to the “two alternative” platform chaos of e-commerce platforms, and there is a difference between “appropriate” and “real”. Starting from the private law specification, e-commerce platform and unequal status between operators, e-commerce platform “two alternative” behavior coercion or invalid format terms identified difficult, e-commerce platform “two alternative” behavior present public characteristics lead to apply pure private law specification to solve the e-commerce platform “two alternative” the adverse effects of the behavior. Therefore, we should draw lessons from the “EU P2B Regulations” to formulate special laws to adjust the “two alternative” behavior of e-commerce platforms.