电商平台经济快速发展背景下，平台商户机会主义行为未得到有效治理，虚假宣传、假货泛滥等问题依然严峻。为提高电商平台各监督管理方治理效果，在分析问题形成机理的基础上，构建平台商户、电商平台、政府三方演化博弈模型，并分析不同主体策略选择的影响因素及演化路径，得出三方主体长期演化均衡策略组合。研究表明：从节省社会成本的视角出发，政府严格监管下电商平台宽松管理可达到理想效果，整个电商生态系统以最小的社会成本稳定发展。进一步，针对政府严格监管面临的困境，提出以“数治”技术赋能政府监管，将智慧监管理论引入电商平台监管领域，运用大数据、区块链及云计算等技术有效整合各种监管信息和系统，实现智慧监管；同时形成电商平台管理前置、政府监管主导、行业协会协作的监管范式，以监管创新倒逼平台创新。

Against the background of rapid economic development of e-commerce platforms, the opportunistic behavior of platform merchants has not been effectively governed, and the problems of false propaganda and the proliferation of counterfeit goods are still serious. In order to improve the governance effect of e-commerce platform supervision and management, based on the analysis of the formation mechanism of the problem, we constructed a tripartite evolutionary game model of platform merchants, e-commerce platform and government, and analyzed the influencing factors and evolutionary paths of different subjects' strategy choices, so as to arrive at the combination of long-term evolutionary equilibrium strategies for the tripartite subjects. The study shows that from the perspective of saving social costs, the loose management of e-commerce platforms under strict government regulation can achieve the ideal effect, and the whole e-commerce ecosystem can develop stably with minimal social costs. Further, to address the dilemma of strict government regulation, it is proposed to empower government regulation with "digital governance" technology, introduce the theory of smart regulation into the field of e-commerce platform regulation, and utilize technologies such as big data, blockchain, and cloud computing to effectively integrate all kinds of regulatory information and systems to realize smart regulation; at the same time, a regulatory paradigm is formed in which the management of e-commerce platforms is front-loaded, the government regulates, and industry associations collaborate to achieve the desired results. At the same time, it forms a regulatory paradigm of e-commerce platform management front, government supervision, and collaboration of industry associations, so as to force platform innovation by regulatory innovation.

F724.6；F49；G301

教育部人文社会科学研究一般项目 “共享经济下跨境电商平台社会责任治理路径研究”