The Practical Dilemmas and Legal Countermeasures for the Protection of Intellectual Property Rights in Cross-Border E-Commerce

在跨境电商蓬勃发展背景下，知识产权侵权风险凸显。本文聚焦平台销售阶段，剖析国际法律差异、平台监管模糊、侵权隐蔽复杂及企业保护不足等实践困境，指出各国制度冲突、平台权责不明、维权成本高昂等问题，提出针对性法律应对策略：完善国内法规体系并加强国际司法协作，建立“法律规制–技术治理–监管协同”的平台三维共治机制，借助区块链溯源与跨境司法协助破解侵权追溯难题，同时针对大中小企业分层构建知识产权能力提升体系。旨在为跨境电商知识产权保护提供参考。Against the backdrop of the vigorous development of cross-border e-commerce, the risks of intellectual property infringement have become increasingly prominent. This paper focuses on the platform sales stage to analyze practical dilemmas such as international legal disparities, ambiguous platform regulation, covertness and complexity of infringement, and insufficient corporate protection capabilities. It identifies issues including institutional conflicts across jurisdictions, unclear platform responsibilities, and high rights protection costs. Targeted legal countermeasures are proposed: improving domestic legal frameworks while strengthening international judicial cooperation; establishing a three-dimensional governance mechanism for platforms based on “legal regulation-technological governance-supervisory coordination”; leveraging blockchain traceability and cross-border judicial assistance to address challenges in infringement tracing; and constructing tiered IP capability enhancement systems for large, medium and small enterprises. The study aims to provide references for IP protection in cross-border e-commerce.