The Governance Research Of Fake Transaction Of E-commerce Platform

After nearly 20 years of development in China, e-commerce has become an indispensable part of the national way of life, the rapid development of business activities is not only improve the efficiency of social production, the change of industrial structure, accelerate social progress and enhance the international competitiveness of the important catalyst, is also one of the ignition point of promoting social innovation, e-commerce platform with special organization operation, operators associated with the fifth information revolution and the popularity of the Internet, make our country electronic commerce really realized the convenience of trading. At the same time, due to reduced trade both parties of the intermediate links, saving transaction costs and make use of more efficient, and the sharp expansion of e-commerce platform, also reversed transmission more companies increased investment in product research and development, improve product quality, reduce prices, improve the competitiveness of the enterprise, national while enjoy the network brings the benefits, living standards have been further improved. But what is undeniable is that electronic commerce development process of e-commerce platform fake trading has become China’s e-commerce development of refractory pain.E-commerce platform fake trading activity produced by a variety of factors, including lack of laws and regulations, management system chaos, imperfect credit system, government regulation and market failure, etc. Fake goods trading behavior not only damage the interests of consumers, the electronic commerce also caused a huge impact on the development of their own. e-commerce platform fake trading behavior for consumer rights and interests is damaged, to be a fake loss to the enterprise, the brand image and reputation, for e-commerce platform, it is a severe lower the user’s trust. This kind of behavior not only can cause disorder to the social relations of good faith system construction, more will hurt the influence and credibility of the made in China. The fake goods trading behavior of e-commerce platform, therefore, the effective management, to build a fair, fair and open competition in the market environment, beneficial to the health development of national economy, but also the public order in the current stage of development of Chinese society an important part of optimization reconstruction.In this paper, in the perspective of public administration to public administration theory, public goods theory and public choice theory, information asymmetry theory, the theory of government failure and market failure theory as a foundation, combined with relevant cases, and empirical study, to explore and achievements in this respect at home and abroad to study and summarize the advantages experience, explore the governance in our country e-commerce platform fake trading behavior of governance measures. From the broad perspective of public management, according to the development of China’s current enterprise e-commerce platform, this paper presents a multidimensional with focus on the governance of China’s e-commerce platform fake trading method and the suggestion, mainly includes:from the perspective of public management, the perfect legal laws and regulations and administrative rules and regulations, and improve e-commerce platform’s regulatory system, build the social credit system, increases the transparency of information, e-commerce platform strict audit and management, brand enterprises to actively participate in rights protection, product supply management mode and innovation.