反不正当竞争视域下声誉制裁的价值证成与困境化解  

Proof of Value and Dilemma Resolution of Reputational Sanctions in the Perspective of Anti-unfair Competition

作　　者：陈耿华[1] 杨璨 CHEN Genghua;YANG Can(School of Economic Law,Southwest University of Political Science and Law,Chongqing 401120,China)

机构地区：[1]西南政法大学经济法学院,重庆401120

出　　处：《甘肃理论学刊》2025年第1期89-98,F0002,共11页Gansu Theory Research

基　　金：教育部后期项目“平台不正当竞争的中国规制方案研究”(23JHQ075);重庆市教育委员会人文社会科学研究一般项目“数据要素市场反不正当竞争法实施疑难问题研究”(23SKGH013)的阶段性成果。

摘　　要：作为惩戒手段的声誉制裁在不正当竞争规制中的作用远未获得应有重视。基于市场竞争重在获取交易机会和提升竞争优势的本质,声誉制裁能通过降低经营者声誉、影响经营者交易机会及竞争优势的途径达到规制目的,此外,声誉制裁具有威慑性、执行优势及循环累进效应,声誉制裁在不正当竞争规制、竞争秩序的塑造中具有重要价值。但声誉制裁在适用中仍面临适用泛化、特定情形下制裁机制失灵、经营者声誉修复机制不健全的困境。对此,应坚守适度干预理念,在商业领域建立声誉制裁核准机制,完善涉信文书公开前的审查机制,引导消费者树立法治消费观,搭建消费评价互联互通平台,联合行业协会进行强化制裁,完善经营者声誉修复机制,健全行业内社会型声誉制裁规则,推进社会型声誉制裁的法治化。The role of reputational sanctions as a means of discipline in the regulation of unfair competition is far from receiving due attention.Based on the nature of market competition,which focuses on obtaining trading opportunities and enhancing competitive advantages,reputational sanctions can achieve the purpose of regulation by lowering the reputation of the operator and affecting the operator’s trading opportunities and competitive advantages;in addition,reputational sanctions have deterrent,enforcement advantages and circular progressive effects,and they are of great value in the regulation of unfair competition and shaping of the competitive order.However,reputation sanctions still face difficulties in their application,such as generalization,failure of reputation sanction mechanisms in specific situations,and inadequate reputation repair mechanisms for operators.In this regard,the concept of moderate intervention should be adhered to,a reputation sanction approval mechanism should be established in the commercial field,the review mechanism before the public disclosure of credit-related documents should be improved,consumers should be guided to establish a consumption concept in accordance with the rule of law,a platform for the interconnection of consumer evaluations should be built,industry associations should be united to carry out strengthened sanctioning,the reputation repair mechanism for operators should be perfected,the rules of social-type reputation sanctioning should be perfected within the industry and the legalization of social-type reputation sanctioning should be pushed forward.

关 键 词：企业声誉 市场竞争 声誉制裁 反不正当竞争法 

分 类 号：D922.29[政治法律—经济法学]