随着我国电子商务行业的飞速发展，电子商务活动中的隐私权保护也越来越受到人们的关注。目前，我国对于电子商务中的消费者隐私权保护还十分薄弱，保护力度亟待加强。本文在分析电子商务隐私权概念和内容的基础上，指出了目前在电子商务中侵犯隐私权的具体表现形式，并借鉴美国和欧盟对电子商务隐私权保护所采取的措施，结合我国的实际，提出了在隐私权保护模式的选择上，我国应采取立法规制为主，行业自律为辅的综合保护模式，加之必要的技术保护手段，来促进我国电子商务中隐私权保护制度的不断完善与发展。在制定相关法律法规的过程中，要做到行业自律先行，减少保护的空白期，并实现政府、电子商务企业和消费者个人的通力合作，从而使电子商务中的消费者隐私权保护收到实效。

With the increasing popularity of e-commerce application, the protection of consumers’ online privacy has become the focus of public attention. However, the online privacy protection in China is so weak that the development of e-commerce is hindered. Therefore, how to strengthen the online privacy protection has become a major problem in the development of e-commerce. From the definition of e-commerce privacy and analysis of the forms of privacy violation, this article discusses about the measures we should take to protect consumers’ online privacy, which combine the advanced experience from other countries with our own reality, to provide reference for the healthy development of Chinese e-commerce. As far as I am concerned, we should give priority to the legislative regulation and take self regulation as supplement. In the process of formulating relevant laws and regulations, we should develop industry self-regulation first, in order to reduce the window period of protection. Only the government, e-commerce enterprises and consumers work together, can the protection of privacy in e-commerce achieve its purpose and improve the quality of e-commerce.