The Research On The Supervision Strategy Of Click Farming Based On The Perspective Of E-commerce Platform

E-commerce is developing at an unprecedented speed,and e-commerce retail platform has become an important channel for Chinese consumers to consume.In 2017.retail sales online reached 7.18 trillion RMB.which increased by about 32.2%comparing to last year and play a more and more important role in boosting consumption and economic growth.More and more people tend to believe that the e-commerce platform is in the spring of development.However,with the rapid development of the e-commerce platform,the shopping online not only brought convenience but also exposed some problems,including fictitious trades,information and payment security,network fraud and many other issues,and "click farm" problem is one of most prominent problems of the e-commerce platform.There is rumor saying "ninety percent of the businesses are doing it." and "click farm" has become the latent rules of the e-commerce platform.Because "click farm" behavior has serious threat to consumer rights.Despite the fact that it attracts wide concern and discussion in the society and corresponding legislative restrictions was established,but the e-commerce platform seldom takes effective measures to deal with it until"click farming" not only makes consumers lose confidence in the platform of proprietary brand,but also does harm to the platform precious brand image.Many e-commerce platforms suffered huge losses.So "click farming" is assimilated to "the sword of Damocles".It was against this background,we can know that the current supervision mechanism of "click farming" behavior is lag,and not mature.How to set up the effective mechanism to conduct the "click farming" supervision becomes the urgent task of realizing the sustainable development of e-commerce platform.It is an urgent task to set up an effective mechanism to supervise and supervise the implementation of the e-business platform.Therefore,at first,this author analyzes the present situation of domestic-commerce platforms regulation and points out that the "click farming" phenomenon is increasingly serious.What's more,by analyzing of the theory and practice and try to find out the cause of regulatory difficulties of e-commerce platforms.Then on the basis of theoretical analysis,the author uses the game theory model to study the third party merchants group and puts forward that it is necessary to establish regulatory mechanism to reduce profit of "click farming".After that,the author took Tmall and Taobao as an example,summarizing the successful experiences of the current industry practice and at the same time is pointed out that the defect of it.In order to promote it effectively,the optimization scheme based on theory and practice was designed.Finally,the rational suggestions was put forward in view of the current e-commerce platforms to promote sustainable development of e-commerce platform,and the author hopes the rules of e-commerce platform try their best to strengthen their own trading platform and create considerable income for themselves,realize the healthy development of the e-commerce platform.