电商平台"内卷式"竞争的市场规制法进路OACHSSCD

"Involution"competition among e-commerce platforms has emerged as a central issue in the governance of the platform economy.Its primary manifestations include price squeezing and automated price adjustments in the price dimension,as well as immersive design and attention extraction strategies in the non-price dimension.The formation of such competition can be attributed to the combined effects of supply-side,demand-side,and public-interest dynamics.On the supply side,platforms impose"hard control"over merchants by creating data dependency,constructing structural barriers,and reinforcing economic subordination.On the demand side,platforms exercise"soft control"over consumers by exploiting cognitive biases such as loss aversion and herd behavior.On the public-interest side,policy preferences of local governments may further reinforce platform-dominated"involution"competition.Through the interaction of these mechanisms,competition appears intensified but distorted substantially,generating systemic harms to merchants,consumers,and the broader public interest.To correct this institutional imbalance,a coordinated governance approach within the framework of market regulation law is required.At the level of regulating market transaction order,the Consumer Rights Protection Law,the E-commerce Law,and the Price Law can respectively address institutional imbalances in rights allocation,rule-making,and pricing mechanisms.At the level of regulating market competition order,the Anti-Unfair Competition Law,the Antitrust Law,and the Fair Competition Review Mechanism can curb non-price manipulation and structural competition failures,while preventing the intensification of"involution"competition at the policy level.Through multi-level and differentiated regulatory intervention,the competitive mechanism can be systematically restored,facilitating the transition of the platform economy toward a healthier and more sustainable development trajectory.