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关键词： 乡村振兴   农村电商   电子商务   江苏  

摘要： 互联网、物联网等信息技术的进步,带动了农村电子商务的快速发展。近年来,江苏省农村电商涌现出一批新业态、新模式,其中以宿迁、沐阳、连云港为代表的农村电商创新模式最为突出。基于对三类典型模式的分析,探讨乡村振兴战略背景下农村电商赋能乡村振兴的现存困境,主要体现在主体认识不足、产销模式单一、专业人才匮乏、产业筹资困难等方面。为此,需要从强化政策宣讲、加强品牌建设、完善培训体系、多元筹资融资等多方面努力,以实现农村电商与乡村振兴战略的协同发展。The progress of information technology such as the Internet and the Internet of Things has led to the rapid development of rural e-commerce. In recent years, a number of new business forms and new models have emerged in rural e-commerce in Jiangsu Province, among which the innovation model of rural e-commerce represented by Suqian, Muyang and Lianyungang is the most prominent. Based on the analysis of the three typical models, this paper discusses the existing difficulties of rural e-commerce enabling rural revitalization under the background of rural revitalization strategy, which are mainly reflected in the lack of main body understanding, single production and marketing mode, lack of professional talents, and difficulties in industrial financing. To this end, it is necessary to strengthen policy propaganda, strengthen brand building, improve the training system, multiple financing and other efforts to achieve the coordinated development of rural e-commerce and rural revitalization strategy.

关键词： 大数据技术   电子商务   营销  

摘要： 我国已经进入大数据分析时代,大数据技术为电子商务营销的革新提供了全新机遇。因此本文结合大数据技术与电子商务营销的特点,先探讨了大数据技术在电子商务营销领域的优势;随后分析了大数据技术在电子商务营销领域可能存在的问题;最后提出对策意见,以期为大数据技术更好地应用于电子商务营销领域提供理论参考。China has entered the era of big data analysis, and big data technology provides a new opportunity for the innovation of e-commerce marketing. Therefore, this paper combines the characteristics of big data technology and e-commerce marketing, first discusses the advantages of big data technology in the field of e-commerce marketing, then analyzes the possible problems of big data technology in the field of e-commerce marketing, and finally puts forward countermeasures, in order to provide a theoretical reference for the better application of big data technology in the field of e-commerce marketing.

关键词： 国家新闻出版署   征稿函   国家级刊物   电子商务   学术期刊   最新研究成果   理论与应用   系统工程  

摘要： 《中国电子商务》杂志是经国家新闻出版署批准向国内外公开发行的国家级刊物,创刊于2000年,由中国电子信息产业集团有限公司主管,华北计算机系统工程研究所(中国电子信息产业集团有限公司第六研究所)主办的集专业性、应用性、创新性、前瞻性于一体的数字经济领域学术期刊。《中国电子商务》杂志聚焦国内外数字经济领域发展的新理论、新技术、新趋势,解读数字经济政策,普及电子商务知识和应用,既关注电子与商务及相邻领域理论与应用实践上的创新研究,又关注以电子与商务为主体的、具有国内外先进水平的最新研究成果、管理经验和技术进展,为我国数字经济发展提供前沿智库服务。

关键词： 电子商务平台   个人信息   监督管理  

摘要： 随着数字时代的快速发展,电商平台呈现多元性、复杂性,消费者等用户从互联网的使用中获得便利与服务,同时个人信息的安全性潜移默化地受到影响。有利必有弊,电商平台呈现权利与义务不对等,致使告知同意制度泛化,个人信息保护的监管与规范不完善,对此,我国应立足现实发展,优化告知同意形式,加强对个人信息的监管与规范化使用,以及电商平台应当尽到履行自身职责的义务,对保护个人信息权益提供有力的法律保护机制。With the rapid development of the digital era, e-commerce platforms have exhibited diverse and complex characteristics. Consumers and other users have gained convenience and services from the utilization of the internet, yet simultaneously, the security of their personal information has been subtly and profoundly affected. As every coin has two sides, the emergence of e-commerce platforms has led to an imbalance between rights and obligations, resulting in the generalization of the notice-and-consent system and the inadequate supervision and regulation of personal information protection. In response to this, China should ground its approach in practical development, optimizing the form of notice and consent, strengthening the supervision and standardized use of personal information. Additionally, e-commerce platforms should fulfill their duties and obligations, providing robust legal protection mechanisms for safeguarding the rights and interests of personal information.

关键词： 乡村振兴   农村电子商务平台   可持续发展  

摘要： 在乡村振兴政策的深入推进下,乡村振兴战略在推动农村电商发展方面发挥着举足轻重的作用。农产品电子商务作为新兴的乡村经济发展形式,利用互联网广泛性、易用性和交互性等特征,融合线上与线下资源,相辅相成,对推动农业数字化转型、促进农村生活现代化以及增进农民收入等方面发挥着至关重要的作用。随着时代的变迁以及对现有农村电商平台的运营现状进行梳理,农村电商在物流体系不健全、人才短缺、产品标准化程度低及品牌建设薄弱等方面成为制约其可持续发展的主要问题。本文指出农村电子商务平台的可持续发展需多措并举,既要立足于解决当前的实际问题,又要着眼于长远的战略布局,通过模式创新、技术革新与政策配套,不断激发农村电商的内生动力,为乡村振兴战略的深入实施提供坚实支撑。Under the in-depth promotion of the rural revitalization policy, the rural revitalization strategy has played a pivotal role in promoting the development of rural e-commerce. As an emerging form of rural economic development, e-commerce of agricultural products uses the characteristics of Internet universality, ease of use and interactivity to integrate online and offline resources and complement each other, playing a vital role in promoting the digital transformation of agriculture, promoting the modernization of rural life and increasing farmers’ income. With the changes of The Times and the sorting out of the operating status of existing rural e-commerce platforms, rural e-commerce has become the main problems restricting its sustainable development in the imperfect logistics system, talent shortage, low product standardization and weak brand building. This paper points out that the sustainable development of rural e-commerce platform needs multiple measures at the same time, which should be based on solving current practical problems, but also focus on long-term strategic layout, and constantly stimulate the endogenous power of rural e-commerce through model innovation, technological innovation and policy support, so as to provide solid support for the in-depth implementation of rural revitalization strategy.

关键词： 农产品标准化   农村电子商务   品牌效应   中介渠道  

摘要： 在我国农村电子商务行业转型过程中,平台的高速发展为农产品标准化和品牌效应提供了更广阔的市场和平台,但农产品标准化与农村电子商务发展的关联尚存争议。针对现有研究中针锋相对的“标准-稳健”和“标准-失活”两类观点,本文结合2009年-2021年间我国31个省级地区面板数据分析农产品标准化、品牌效应与农村电子商务发展的关联性,研究发现:第一,观测期内,农产品标准化有利于促进农村电子商务发展,该影响具备长期稳健性,研究结果支持“标准-稳健”观;第二,从控制变量的角度来看,消费潜力、人口规模与农村电子商务之间呈现显著正向关联;第三,从中介渠道来看,品牌效应有利于发挥农产品标准化对农村电子商务发展的正向促进作用,中介效应比重为63.17%,优化农村电商品牌有助于推动农村电子商务发展。

关键词： 互联网   数字经济   信息时代   农村电商  

摘要： 数字经济时代的来临,对于农村电子商务的发展既是机遇也是挑战,农村的电子商务不仅仅为农村地区带来新的商业模式,同时也促进了农村数字经济的发展。文章介绍了农村电子商务目前发展的现状及取得的成果,提出了数字经济时代制约农村电子商务发展所存在的问题及原因分析,最后提出了8个方面的对策及建议。

关键词： 电子商务   “二选一”行为   竞争法   滥用市场支配地位   电子商务法  

摘要： 在我国现行法律体系的框架下,规制“二选一”行为看似有法可依,实则面临着无法可循的局面。《反垄断法》面临着滥用市场支配地位条款难以界定市场支配地位,“无正当理由”证成依据缺失的问题,垄断协议条款存在着适用主体受限、非价格垄断协议的认定缺乏适用标准等困难。《电子商务法》《反不正当竞争法》亦存在与此相关的条文,但相关规定或缺乏相应的理论基础,或原则性强而可操作性低,或与该等行为的特征不符,实际约束力偏弱。要规制目前的困境局面,首先要厘清各部门法之间的关系,消除《电子商务法》第35条架空《反垄断法》滥用市场支配地位条款的风险,构筑起反垄断法和反不正当竞争法互相协调,相互补充的二元规制格局。其次要明确电子商务领域确认市场支配地位的要素,对“无正当理由”进行证成,将独家交易协议解释为纵向垄断协议条款的适用情形。并对《电子商务法》第35条进行限缩解释,引入滥用相对优势地位理论明确其理论基础,明晰具体适用条件,提高该条款的可执行性。Under the framework of our current legal system, it seems that there is a legal basis for regulating the “either-or” behavior, but in fact, it is facing a situation that cannot be followed. With the application of the Anti-Monopoly Law, the abuse of market dominant position clause is faced with the problems of difficult to define market dominant position and lack of evidence of “no justification”. There are some difficulties in the terms of monopoly agreement, such as limited subject of application and lack of applicable standard for the identification of non-price monopoly agreement. There are relevant provisions in the Electronic Commerce Law and the Anti-Unfair Competition Law, but the relevant provisions either lack the corresponding theoretical basis, or are strong in principle but low in operability, or are inconsistent with the characteristics of these acts, and the actual binding force is weak. In order to regulate the current difficult situation, we must first clarify the relationship between the various departments of law, eliminate the risk of the Anti-Monopoly Law abuse of market dominance clause in Article 35 of the Electronic Commerce Law, and build a dual regulatory pattern in which the anti-monopoly law and the anti-unfair competition law coordinate and complement each other. Secondly, it is necessary to clarify the elements of confirming market dominance in the field of e-commerce, to certify “without justification”, and to interpret the exclusive transaction agreement as the application of the terms of the vertical monopoly agreement. Article

关键词： 电子商务平台账号   平台用户协议   虚拟财产   所有权  

摘要： 随着互联网的迅速发展,以及前几年疫情对实体经济的冲击,线上直播、电商行业焕发生机,电子商务平台账号的经济价值凸显,各方主体对账号权属之争愈演愈烈,而各方主体对于拥有大量粉丝的电子商务平台账号的权属之争,本质上是对账号所代表市场经济价值的归属之争。但电子商务平台账号的法律性质未能明确界定,加之法院裁判规则不统一,导致其权属争议不断,亟需明确电子商务平台账号权属的相关法律问题。笔者认为,将电子商务平台账号的法律性质确定为物权,有利于权属争议的解决。此外,账号的权属之争实质上仍然是所有权的争夺。基于司法判决,本文分析了在解决权属纠纷时法院考虑的账号个人属性、合约协议、平台协议等要素,并讨论了账号转让和继承等特殊情况下的所有权问题。With the rapid development of the Internet, as well as the impact of the epidemic on the real economy in the past few years, the online live broadcasting and e-commerce industry has been revitalized, and the economic value of the e-commerce platform account has been highlighted, and the disputes over the ownership of the account by all the parties are getting more and more intense, and the disputes over the ownership of the e-commerce platform account by all the subjects with a large number of fans are essentially the disputes over the attribution of the economic value of the market represented by the account. However, the legal nature of the e-commerce platform account has not been clearly defined, coupled with the court ruling rules are not uniform, resulting in its ownership disputes, there is an urgent need to clarify the e-commerce platform account ownership of the relevant legal issues. In the author’s view, the legal nature of the e-commerce platform account number is determined as the right of property, which is conducive to the resolution of the ownership dispute. In addition, the dispute over the ownership of account number is still essentially a dispute over ownership. Based on judicial decisions, this article analyzes the elements of personal attributes of the account, contractual agreements, and platform agreements considered by the court in resolving the tenure dispute, and discusses the ownership issue under special circumstances such as account transfer and inheritance.

关键词： 相应的责任   审核义务   安全保障义务  

摘要： 随着电子商务经济的迅速发展,电商平台经营者的角色已从传统的“中立者”转变为营利者和控制者。《电子商务法》首次规定了电商平台在普通商品和服务领域的责任,以及在关系消费者生命健康的特殊领域的审核义务和安全保障义务。然而,该法中对于“相应的责任”的模糊表述导致了司法适用上的不一致,因此需要对其进行明晰。在此基础上,对电商平台经营者的具体责任形态进行认定,以决定其在不同领域的具体责任。其中,对于平台应尽的审核义务和安保义务,应进行区分并进行相应责任的界定。