Abstract:The development of e-commerce is one of the most effective ways to stimulate economic growth and promote economy restructuring through information technology. Along with the rapid development of information technology, e-commerce poses a severe challenge for traditional intellectual property protection model. This paper summarized the pros and cons of existing intellectual property protection model for e-commerce, and concluded the strategic priorities of intellectual property rights protection for e-commerce, based on the analysis of disadvantages that existed in intellectual property model for e-commerce from the vision of intellectual property strategy and perspective of government administration. Finally, the paper provided the suggestions to promote e-commerce market development healthily and orderly.