(I) Legal Regulation of Subject Confusion in E-commerce Competitors use subject confusion to conduct unfair competition in e-commerce, mainly aiming at other people's trademarks, trade names, manufacturers' names or the unique names, packaging and decoration of well-known commodities. At present, in China's legislation, the legal basis to stop the confusion of subjects in e-commerce mainly includes trademark law, anti-unfair competition law and trade name legal system. There are mainly legal provisions that can be used as a basis to appeal or prosecute the subject confusion in e-commerce according to the Anti-Unfair Competition Law. Article 2 of the law stipulates that "business operators should follow the principles of voluntariness, equality, fairness, honesty and credibility in market transactions, and abide by recognized business ethics." Unfair competition refers to acts that violate the provisions of this law, damage the legitimate rights and interests of other operators and disrupt social and economic order. Article 5 stipulates that an operator shall not "impersonate another person's registered trademark; Unauthorized use of the unique name, packaging and decoration of a well-known commodity, or the use of a name, packaging and decoration similar to a well-known commodity, causing confusion with other well-known commodities, is that the buyer mistakenly thinks it is the well-known commodity; Article 9 stipulates that "business operators shall not use advertisements or other methods to make misleading false propaganda about the producers and places of origin of commodities." As long as the obligee can prove that the illegal operator used the packaging and decoration of his own trademark, trade name, unique name and well-known goods without authorization, which is enough to cause confusion in e-commerce, it can be concluded that the actor violated the principles of fairness, honesty and credit and recognized business ethics, which is an unfair competition behavior that disturbed the market order, and the illegal operator can be investigated for legal responsibility according to Article 2 1 of the Anti-Unfair Competition Law. Network users should pay attention to protecting their website names. The website name is the most commonly used name of the website. In a sense, it is the domain name of China version, which is closely related to corporate image. But the name of the website does not mean the trade name, name and domain name of the enterprise. Because the website name is attached to the website rather than the enterprise. The reason why we pay special attention to protecting users' website names here is that many network users have a clear understanding of the importance of business logos such as domain names and trademarks, but their understanding of website names is not enough, which is often ignored. Since the website name is linked with the corporate image, it will naturally become a tool for others to engage in unfair competition. In addition, China's current legal system does not clearly stipulate the protection of website names, which is a loophole for some people with ulterior motives to gain benefits. Now people call for the establishment of a website name protection system, and the website name should be included in the website registration management system [7]. But now this "system" has not been established after all. Website owners can protect their website names through trademark law, that is, website names should be registered with relevant departments as service trademarks for protection. (II) Legal Regulation of Goodwill Infringement in E-commerce Although there are different manifestations of Goodwill Infringement under the network environment, they all have two elements, namely, the infringer fabricates and spreads false facts with the subjective purpose of damaging the goodwill of competitors. It should be noted that the infringement of goodwill under the network environment is carried out by using the network as a tool, and one of the main differences between the network and other media such as newspapers, radio and television is that it has a wider spread and is global. Therefore, the infringement of online goodwill is often more serious than the infringement of goodwill in the general sense, resulting in greater losses. In view of this, network users should pay special attention to protecting their goodwill online. On the one hand, we can protect the carriers of our goodwill such as trademarks, domain names, "anchors" and website names through network technology, and add technical passwords to reduce the probability of infringement of goodwill; On the other hand, when one's goodwill is infringed, one should dare to take up legal weapons to safeguard one's right of goodwill. Article 2, Articles 1 and 14 of China's Anti-Unfair Competition Law are the basis for the prosecution of goodwill infringement disputes. (III) Legal Regulation of Infringement of Trade Secrets in E-commerce According to the current legislative situation in China, the protection of trade secrets of network users under the network environment can take various forms and be based on different laws. On the one hand, network users can protect business secrets by signing confidentiality contracts or adding confidentiality clauses to the contracts. This is a widely used protection method. When the other party violates the contract and infringes our business secrets, we can ask the other party to bear the liability for breach of contract according to the relevant provisions of the contract law. The expansion of information network to information transaction raises two questions for network users: how to ensure that the transferee will not disclose business secrets during the performance period and after the expiration of the agreement; If the transaction is not reached, how to ensure that the other party does not use and disclose business secrets? This is something that needs special attention when signing a confidentiality agreement. On the other hand, according to China's anti-unfair competition law, online users can protect their business secrets. When trade secrets are infringed, the obligee can obtain civil and administrative protection according to the Anti-Unfair Competition Law. Article 20 of the law stipulates that anyone who infringes on business secrets and causes damage to the obligee shall be liable for damages, and the obligee may bring a civil lawsuit to the court; Article 25 of this Law stipulates that those who violate the provisions of Article 10 of this Law and infringe on business secrets shall be ordered by the supervision and inspection department to stop the illegal act, and may be fined between 10000 yuan and 10000 yuan according to the circumstances. On the other hand, Article 2 19 of China's Criminal Law also specifically stipulates the crime of infringing on trade secrets, which will also become an important basis for network users to protect their trade secrets when necessary. (IV) Legal regulation of cybersquatting and trademark infringement on Internet homepages First of all, in view of the increasingly serious conflict between domain names and trademarks, and the legislative dislocation between trademark system and domain name system, the primary task is to publicize and encourage enterprises to register domain names online as soon as possible, so as to minimize the conflict between domain names and trademarks and promote the development of e-commerce. Enterprises should pay attention to the following points when applying for domain name registration: in China, domain name registration is the responsibility of China Internet Information Center; When domain name registrants have different views on the objections raised by trademark and enterprise name registrants, the Measures do not stipulate the review procedures; The Measures also do not stipulate the time limit for trademark owners to raise objections to domain name registration; If no one raises an objection, the conflict between trademarks, trade names and domain names will not stop. Secondly, when the trademark or trade name of an enterprise conflicts with the domain name, there are two ways to try to solve it. One is to solve it through a domain name registration agency. When it is found that an enterprise's trademark or trade name is registered as a domain name by others, the trademark owner or trade name user shall promptly raise an objection to the domain name registration agency. According to the Measures, the domain name service will automatically stop after 30 days from the date when the trademark owner is confirmed to enjoy the exclusive right to use the trademark. The second is to solve it through judicial organs. If a well-known trademark of an enterprise conflicts with another person's domain name, the trademark owner thinks that registering another person's domain name is enough to confuse with his own trademark in practice, which really infringes on his own trademark right, and can bring a lawsuit according to China's Trademark Law or Anti-Unfair Competition Law. Of course, this way of conflict resolution is limited to the conflict between well-known trademarks and domain names. Thirdly, when the trademark or trade name of an enterprise conflicts with other people's domain names, it is a "wise remedy" to negotiate with the parties who have registered their well-known trademarks and trade names in advance and claim back their domain names. If other people's domain names are the same as or similar to their own trademarks and trade names, it will undoubtedly bring many troubles to the future business activities of all parties. If one party increases the advertising investment of trademark firms, it will worry about promoting others. Increase sales and quality management by yourself, fearing that it will improve the reputation of the other party; A mistake in one party's credibility will lead to both losses and so on. Therefore, it is wise for others to transfer their domain names for free or at a low price through friendly negotiation, whether it is malicious cybersquatting or coincidence. Finally, clarify the intellectual property status of domain names and protect domain names according to law. The intellectual property nature of domain names is still controversial in academic circles. Some people equate domain names with trademarks, and trade names with commercial mark rights. Some people argue that the law should give domain name registrants special domain name rights as a brand-new independent intellectual property category. Generally speaking, the identification characteristics of domain name and its role in e-commerce determine that domain name is indeed an intellectual property right. Therefore, network users whose domain names are infringed should be able to protect their rights and interests according to the provisions of China's anti-unfair competition law on "counterfeiting" and "misleading". If the domain name user does not have a registered trademark, or the domain name is inconsistent with its registered trademark, he should apply for registration of his domain name as a trademark as soon as possible, so as to make up for the imperfection of the domain name system with China's relatively perfect trademark legal system and fully safeguard his domain name. (V) Legal regulation of e-commerce monopoly Under the existing legislative framework, the main basis for stopping e-commerce monopoly is the provisions of Articles 6 and 7 of the Anti-Unfair Competition Law. Article 6 of China's Anti-Unfair Competition Law stipulates: "Public utilities or other operators with exclusive status according to law shall not restrict others from buying the goods of their designated operators, so as to crowd out fair competition of other operators." Article 7 stipulates: "The government and its subordinate departments shall not abuse their administrative power to restrict others from buying the goods of the operators designated by them, or restrict the legitimate business activities of other operators. The government and its subordinate departments shall not abuse administrative power to restrict foreign goods from entering the local market or local goods from flowing to foreign markets. " It can be seen that it is difficult to effectively stop unfair competition in e-commerce only by these two simple terms. In order to regulate the monopoly in e-commerce, it is urgent to introduce anti-monopoly law. China's anti-monopoly law, for a long time. The fundamental reason lies in: administrative monopoly is deeply rooted in China's economic system, and local protectionism has become the main factor hindering the introduction of anti-monopoly law; Some people have unilaterally stressed that China's market economy is not yet mature, economies of scale have not yet formed, and there is no urgency to enact anti-monopoly laws. In fact, the anti-monopoly law does not absolutely prohibit the monopoly state itself, but to prevent the abuse of monopoly position, so the anti-monopoly law will not hinder the development of economies of scale; Monopoly in the development of market economy in China, including monopoly in e-commerce, has become an obstacle to the further development of market economy. Anti-monopoly aims to protect the development of market economy.