数字平台内经营者销量继承的法律规范路径  

Normative Path of Sales Volume Inheritance by Operators within Digital Platforms

作　　者：朱飞 毛艺儒 Zhu Fei;Mao Yiru(College of Humanities and Law,Jiaxing University,Jiaxing,Zhejiang 314001)

机构地区：[1]嘉兴大学文法学院,浙江嘉兴314001

出　　处：《嘉兴大学学报》2025年第1期119-129,共11页Journal of Jiaxing University

摘　　要：经营者销量继承的本质是市场主体数据携带权的行使,它能够体现包括竞争规律、价值规律和供需规律等在内的市场经济规律,对数字经济语境下消费者权益、经营自主权和公平竞争权保护具有重要意义。销量数据不应为原平台独占,它区别于具有涉他性的评价等数据,而且原平台提供销量数据并不是无偿行为,将销量数据市场分割的做法既无益于数据效用的充分发挥,也不利于推动市场主体有序竞争,更难适应消费者权益保护的动态发展。法律规范应当确立经营者销量继承理念,明确经营者销量继承的范围,厘清销量数据的移转规则和使用方式,同时配置相应的保障措施,以适切性的规则设计和体系化的规范路径为数字经济时代竞争行为的有序开展和消费者福利的有效扩展廓清障碍。The essence of sales inheritance by operators lies in the exercise of data portability rights by market entities.It can reflect laws of the market economy,including competition,value and supply-demand dynamics,and is of great significance to the protection of consumers rights and interests,operational autonomy and fair competition in the context of the digital economy.Sales volume data should not be exclusively controlled by the original platform.Unlike other third-party-related data such as reviews,sales volume data provided by the original platform is not cost-free.Dividing the sales volume data between the original and new platforms is neither conducive to maximizing data utility nor beneficial for promoting orderly competition among market entities.Moreover,it fails to adapt to the dynamic development of consumer rights protection.Legal norms should establish the concept of sales volume inheritance,define the scope of sales volume inheritance,clarify the rules for transferring and using sales volume data,and provide corresponding safeguards,so as to remove obstacles for the orderly conduct of competitive behaviors and the effective improvement of consumer welfare in the era of digital economy with appropriate rule design and systematic normative path.

关 键 词：销量继承 数据迁移 自主经营权 公平竞争 消费者权益保护 

分 类 号：D923.85[政治法律—民商法学]