이커머스 플랫폼의 위조품 대응 전략에 관한 사례 연구: 네이버 쇼핑을 중심으로

The accelerated digital transformation has contributed to the growth of e-commerce platforms, leading to a rise in counterfeit sales. This study investigated the strategies of e-commerce platforms in response to this issue, especially focusing on the case of Naver Shopping. The study assessed the status of counterfeit surveillance, investigation, and sellers' responses, and analyzed how these strategies impact the protection of intellectual property rights for brands. The research revealed that e-commerce platforms employ various methods to prevent the sale of counterfeit goods. These methods include initial monitoring using artificial intelligence (AI) and human professionals to assess sellers, along with subsequent actions based on reports from consumers and rights organizations. Specifically, the study discovered an upward trend in preliminary monitoring through AI technology, and there is a concurrent reinforcement of penalties for counterfeit sellers. Finally, it was affirmed that the collaboration between e-commerce platforms and brands is crucial for safeguarding intellectual property rights. The study results suggest that both e-commerce platforms and brands should adopt proactive response strategies to combat counterfeit goods.