大数据背景下电商平台差异化定价行为规制研究  

Research on the regulation of differentiated pricing behaviors of e-commerce platforms under the background of big data

作　　者：朱长根[1] 陈烨琪 ZHU Chang-gen;CHEN Ye-qi(Jiangxi Vocational and Technical College of Communication,Nanchang,Jiangxi 330013)

机构地区：[1]江西交通职业技术学院,江西南昌330013

出　　处：《价格月刊》2021年第12期89-94,共6页

基　　金：江西省高校人文社科2019年度规划项目“大数据背景下B2C电子商务中个人信息保护研究”(编号:JC19113)。

摘　　要：利用大数据算法实施不合理差异化定价,实质上是一种价格歧视行为,俗称大数据"杀熟"。要实现对电商平台差异化定价行为的有效规制,必须先探究其产生的原因。平台企业法、义、利失衡,平台交易双方信息失衡,客户数据信息保护失衡,平台监管失衡,这些都是电商平台得以实施差异化定价的根源所在,规制的重点应着重于个人信息安全和算法工具滥用上。这种规制是个系统工程,亟须建立全方位、全过程、专业性的监管体系,需要监管部门协同作战,需要从政府主导推动、行业自律约束以及消费者维权共治等多个层次来建构,多管齐下,自律与他律模式并进。Using big data algorithms to implement unreasonable differentiated pricing is essentially a price discrimination behavior,commonly known as big data-enabled price discrimination against existing customers.In order to effectively regulate the differentiated pricing behavior of e-commerce platforms,we must first explore the causes.The imbalance of platform corporate law,justice,and profit,the imbalance of information between platform trading parties,the imbalance of customer data information protection,the imbalance of platform supervision,all these are the root causes for the implementation of differentiated pricing on e-commerce platforms.The focus of regulation should be on the personal information security and the abuse of algorithm tools.This kind of regulation is a systematic project,which urgently needs to establish a comprehensive,whole process,and professional regulatory system and regulatory agencies need to work together coordinatedly.The regulation also needs to be constructed from multiple levels such as government-led promotion,industrial self-regulation,and consumer rights protection and co-governance,through multi-pronged approach and go hand in hand with the mode of self-discipline and heteronomy.

关 键 词：大数据 电商平台 差异化定价 算法“杀熟” 

分 类 号：F726[经济管理—产业经济]