摘要
电子商务的迅猛发展为消费者提供了便利，但假冒伪劣商品问题也随之成为制约行业健康发展的重要因素。本研究旨在探讨电子商务平台中假冒伪劣商品的治理机制及其优化路径，以提升平台商品质量管理水平。研究基于多源数据采集与分析方法，结合案例研究和问卷调查，对典型电商平台的商品质量管理体系进行了深入剖析，并识别出关键治理挑战，如技术手段不足、监管协同缺失及消费者维权意识薄弱等问题。通过构建综合治理框架，研究提出从技术升级、制度完善和多方协作三个维度加强治理的策略建议。结果表明，引入区块链溯源技术和人工智能监测系统能够显著提高假冒伪劣商品的识别效率；同时，强化平台责任与政府监管的联动机制有助于形成更有效的治理合力。本研究的主要创新点在于整合技术与制度视角，提出了兼具可行性和前瞻性的治理方案，为电商平台及相关监管部门提供了理论支持与实践指导，从而推动电子商务行业的可持续发展。
关键词：电子商务平台；假冒伪劣商品治理；区块链溯源；多方协作机制；人工智能监测
Abstract
The rapid development of e-commerce has brought convenience to consumers, yet the issue of counterfeit and substandard products has become a critical factor constraining the healthy growth of the industry. This study aims to explore the governance mechanisms and optimization pathways for addressing counterfeit and substandard products on e-commerce platforms, thereby enhancing the quality management of goods on these platforms. Based on multi-source data collection and analysis methods, combined with case studies and questionnaire surveys, this research conducts an in-depth analysis of the product quality management systems of typical e-commerce platforms and identifies key governance challenges, such as insufficient technical capabilities, lack of regulatory coordination, and weak consumer rights protection awareness. By constructing an integrated governance fr amework, the study proposes strategies to strengthen governance from three dimensions: technological upgrading, institutional improvement, and multi-party collaboration. The findings indicate that the introduction of blockchain traceability technology and artificial intelligence monitoring systems can significantly improve the efficiency of identifying counterfeit and substandard products. Additionally, reinforcing the linkage mechanism between platform responsibility and government supervision contributes to forming a more effective governance synergy. The primary innovation of this study lies in integrating technical and institutional perspectives to propose a governance solution that is both feasible and forward-looking, providing theoretical support and practical guidance for e-commerce platforms and relevant regulatory authorities, thus promoting the sustainable development of the e-commerce industry.
Keywords：ECommerce Platform; Counterfeit Goods Governance; Blockchain Traceability; MultiParty Collaboration Mechanism; Artificial Intelligence Monitoring
目 录
摘要 I
Abstract II
一、绪论 1
(一) 电子商务平台假冒伪劣商品治理的背景与意义 1
(二) 国内外研究现状分析 1
(三) 研究方法与技术路线 2
二、假冒伪劣商品的成因与特征分析 2
(一) 假冒伪劣商品的主要成因 2
(二) 假冒伪劣商品的表现形式 3
(三) 平台环境下假冒伪劣商品的传播机制 3
三、电子商务平台的治理策略与实践 4
(一) 平台治理的技术手段应用 4
(二) 平台规则体系的构建与优化 4
(三) 治理过程中的利益相关方协作 5
四、治理效果评估与未来展望 5
(一) 治理效果的量化评估方法 5
(二) 当前治理模式存在的挑战 6
(三) 未来治理方向与创新路径 7
结 论 8
参考文献 9
