In recent years, China’s e-commerce has developed rapidly, and at the same time, many problems have been raised such such as the proliferation of counterfeit goods. In this paper, the game model is used to analyze the relationship between “selling fake” in e-commerce shops and “fighting fake” on platforms. The game results show that whether a store sells fake goods or not depends on the extra profit, punishment intensity and supervision cost of the platform. According to the research results, combined with the actual situation of China’s e-commerce market, this paper will put forward the corresponding Suggestions.
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