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近年来,我国电子商务产业呈现出经济总量高速增长、电商企业快速崛起、应用领域不断深化、模式创新层出不穷的强劲态势。然而,电商企业利用各类价格宣传手段吸引消费者,甚至大打价格战,损害了消费者的切身利益,也影响了产业的健康发展,因此网络电商的价格行为亟待规范。本文首先从行业视角去观察,探讨、挖掘和剖析产业发展的趋势和价格行为的特点,同时从政府监管的视角,了解企业的经营状况和政策诉求,并按照“市场在资源配置中起决定性作用和更好发挥政府作用”的总体要求,就如何规范企业价格行为、推动产业持续发展进行思考。
In recent years, the e-commerce industry in our country has shown a rapid growth in total economy, the rapid rise of e-commerce enterprises, the deepening of application fields and the endless stream of model innovation. However, e-commerce companies use various means of price promotion to attract consumers, or even price war, which harms the vital interests of consumers and affects the healthy development of the industry. Therefore, the price behavior of e-commerce operators is urgently regulated. This article first observes, explores, excavates and analyzes the trend of industrial development and the characteristics of price behavior from the perspective of the industry. At the same time, from the perspective of government regulation, it understands the business conditions and policy demands of the enterprises and in accordance with the principle that “the market plays a decisive role in the allocation of resources Function and play a better role of government ”, on how to regulate the price behavior of enterprises and promote the sustainable development of industry.