在电商直逼线下零售商的今天,如何构建网络信誉成为亟待解决的问题;网络信誉的构有利于打造安全的网络购物环境;有利于推动中国电商行业的进一步发展。本论文以网购刷票现象为切入点,分析其背后原因,并提出相应的解决措施。分析刷票现象背后的利益驱动因素,不难发现解决问题需要淘宝平台以及社会各方的共同努力。无论从构建诚信的消费环境还是制定商家产品认证标准并大力推广实施,都是一个较为漫长的时期,最重要的还是消费者提高自身维权意识,让不正之风没有机会肆意蔓延。 Nowadays, when the e-commerce retailers are pushing the offline retailers, how to construct the network reputation becomes an urgent problem to be solved. The construction of the network reputation is conducive to creating a secure online shopping environment and is conducive to promoting the further development of the e-commerce industry in China. This paper takes the phenomenon of online shopping as the starting point, analyzes the reason behind it and puts forward the corresponding solutions. Analyzing the drivers of profit behind the phenomenon of brush ticket, it is not difficult to find that the solution to the problem requires the joint efforts of Taobao platform and all sectors of society. No matter from building an honest consumer environment or formulating business product certification standards and vigorously promoting the implementation, it is a relatively long period of time. The most important thing is that consumers raise their awareness of safeguarding their rights so that unhealthy tendencies do not have the chance to be arbitrarily spread.