Cross-Border E-Commerce Intellectual Property Protection: Current Situation, Dilemma and Optimization Paths

在全球贸易数字化的背景下，跨境电商知识产权保护已成为企业核心竞争力的关键要素。本文系统分析了跨境电商知识产权保护的必要性，并探讨了平台自治、法律框架和海关监管构成的复合型保护机制。研究进一步揭示了当前面临的三大困境：法域差异导致侵权行为认定困难、多方参与引发责任边界模糊、跨国交易形成维权壁垒。据此，提出创新国际法律协调机制、明晰多方责任配置、构建多元化维权救济体系等对策。知识产权保护需从被动防御转向主动战略，成为跨境电商参与全球竞争、推动国际经贸规则重构的核心支撑。Against the background of global trade digitization, cross-border e-commerce intellectual property protection has become a key element in the core competitiveness of enterprises. This paper systematically analyzes the necessity of cross-border e-commerce IPR protection and explores the composite protection mechanism consisting of platform autonomy, legal framework and customs supervision. The study further reveals the three major dilemmas currently faced: jurisdictional differences lead to difficulties in the identification of infringement, multi-party participation triggers the blurring of the boundary of responsibility, and transnational transactions form barriers to the defense of rights. Accordingly, it puts forward countermeasures such as innovating international legal coordination mechanism, clarifying the allocation of responsibilities of multiple parties, and constructing diversified rights defense and relief system. Intellectual property protection needs to shift from passive defense to active strategy, and become the core support for cross-border e-commerce to participate in global competition and promote the reconstruction of international economic and trade rules.