Research on Dilemmas and Solutions of Intellectual Property Protection in Cross-Border E-Commerce Platforms

随着全球贸易数字化转型，跨境电商已成为国际贸易重要形态，但其虚拟性、跨国性特征加剧了知识产权侵权风险。本文通过案例分析与法律文本研究，揭示跨境电商知识产权保护的系统性漏洞。研究发现，TRIPS协定存在平台责任规则缺失、跨境执法协作机制薄弱、数字产品保护标准模糊等局限性，导致成员国法律在司法管辖、执法标准、保护范围等方面形成制度断层。基于此，本文提出三维解决方案：在国际层面推动WTO纳入数字边境措施条款，构建区域性数据流动认证机制；在国内层面建立动态保证金制度与黑名单联动机制；在技术层面深化区块链溯源与跨境司法协作平台应用。研究结果为完善跨境电商知识产权保护体系提供理论支撑，对推动全球治理规则重构具有参考价值。With the digital transformation of global trade, cross-border e-commerce has become an important form of international trade, but its virtual and transnational characteristics aggravate the risk of intellectual property infringement. Through case analysis and legal text research, this paper reveals the systematic loopholes in intellectual property protection of cross-border e-commerce. It is found that the TRIPS Agreement has some limitations, such as the lack of platform liability rules, weak cross-border law enforcement cooperation mechanism, and vague protection standards for digital products, which leads to institutional gaps in the laws of member countries in terms of jurisdiction, law enforcement standards and protection scope. Based on this, this paper puts forward three-dimensional solutions: at the international level, promote WTO to include the provisions of digital border measures and build a regional data flow authentication mechanism; establish a dynamic margin system and blacklist linkage mechanism at the domestic level; deepen the application of blockchain traceability and cross-border judicial cooperation platform at the technical level. The research results provide theoretical support for improving the intellectual property protection system of cross-border e-commerce and have reference value for promoting the reconstruction of global governance rules.