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团购在发展演变中不断探索出商业运营的新模式。现下商业团购模式的发展受制于“产业生存”与“法律治理”双重困境,此与网络经济的特性直接相关。网络团购市场的经营模式革新滋生法律治理方式的转变需求。“责任规则”与“规制规则”同为保护市场及参与主体权益的重要手段,以前者为主的事后救济方式治理之下的网络团购市场弊端频现,“规制规则”于此则有更多可取之处。在网络团购市场中,“规制规则”未被予以重视与追求消费者权益保护的偏向有关,而“规制规则”对经营者行为的激励与市场竞争秩序的维护都举足轻重。此外,网络团购市场治理的法律选择影响着网络团购市场的发展命运。
Group buy in the development of evolution continue to explore new business operations model. The development of the current business group buying mode is subject to the double dilemma of “industrial survival” and “legal governance”, which is directly related to the characteristics of the network economy. Network Group Buying Market, business model innovation breeds legal governance needs of the changing needs. “Rules of liability ” and “regulatory rules ” with the same important means to protect the market and participate in the rights and interests of the main body, the former based after-the-fact relief methods of governance under the network buy market malpractice, “rules Here are more desirable. In the network buy market, ”regulation rules “ has not been paid attention to the protection of consumer rights and interests of the bias, and ”rules and regulations " to the operator behavior incentives and market competition order maintenance are important. In addition, the legal choice of the network buy market governance affect the fate of the network buy market.