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本文探讨了企业进入电子商务市场的条件,并在此基础上,运用模型分析了交易双方在信息完全下的博弈行为,得出企业只有在诚实策略下获得的收益大于欺诈收益时,模型得到唯一的均衡解(诚实,交易)。要保障电子商务市场的健康发展,需要提高欺诈行为被发现的概率以及欺诈成本,具体政策建议如下:建立网络商品交易公共服务平台;建立网络交易平台数据库;建立健全第三方交易平台管理制度;加强网络市场信用建设;建立专业监管队伍,构建新型网络监管模式;完善电子商务法律法规建设。
This paper explores the conditions for enterprises to enter the e-commerce market, and on this basis, analyzes the game behavior under the complete information of the two parties by using the model, and finds that the model is unique only when the benefits obtained by the honesty strategy are greater than the benefits of fraud Equilibrium Solution (Honest, Trading). To ensure the healthy development of e-commerce market, we need to increase the probability of fraud being detected and the cost of fraud. Specific policy recommendations are as follows: Establish a public service platform for online commodity trading; establish a database of online trading platforms; establish and improve a third-party trading platform management system; Network credit market; establish a professional regulatory team to build a new network regulatory model; improve e-commerce laws and regulations.