Exploration of the Legal Regulation of “Either-Or” Practices on E-Commerce Platforms

随着数字经济的蓬勃发展，电商平台在经济生活中的作用日益凸显。然而，电商平台“二选一”行为的频繁出现，对市场竞争秩序、平台内经营者和消费者权益造成了严重损害。本文深入剖析电商平台“二选一”行为的内涵、表现形式与危害，从现有法律规制现状出发，分析法律适用中存在的问题，并提出完善法律规制的建议，旨在为有效遏制这一不正当竞争行为、营造公平有序的电商市场环境提供理论支持。With the vigorous development of the digital economy, the role of e-commerce platforms in economic life has become increasingly prominent. However, the frequent occurrence of “either-or” behavior on e-commerce platforms has caused serious damage to the market competition order, the rights and interests of operators and consumers on the platform. This paper deeply analyzes the connotation, manifestations and harms of the “either-or” behavior of e-commerce platforms, analyzes the problems existing in the application of law from the current situation of existing legal regulations, and puts forward suggestions for improving legal regulations, aiming to provide theoretical support for effectively curbing this unfair competition behavior and creating a fair and orderly e-commerce market environment.