Abstract

China’s E-commerce market is very active. Despite the impact of COVID-19, the market has ushered in major development opportunities. Alongside, the level of intellectual property protection in China is constantly improving. However, there are relatively few studies on intellectual property protection in the field of E-commerce. This study introduces the theory of social cogovernance and explores the construction of China’s E-commerce intellectual property protection system with the participation of collective organizations. Evolutionary game method is applied to model construction. Through numerical simulation, the study analyzes the evolution of E-commerce platform and collective organization strategic choice. The results depict that improving the open space provided by E-commerce platforms for collective organizations and strengthening their public service capabilities can promote the construction of social cogovernance systems. The establishment of reasonable reward and punishment mechanisms can increase cooperation enthusiasm. We also discuss the theoretical and practical implications for governments, E-commerce platforms, and collective organizations, to improve the level of intellectual property protection in E-commerce. This study can provide suggestions for China’s E-commerce intellectual property protection, improve the overall level of intellectual property protection in China, and provide a reference for global E-commerce intellectual property protection.