大数据杀熟行为的反垄断法调整方法  

On the Methods of Adjusting an Act of Big Data Personalized Pricing through Anti-monopoly Law

作　　者：许光耀 XU Guangyao

机构地区：[1]广西大学法学院,广西南宁530004

出　　处：《政治与法律》2024年第4期17-29,共13页Political Science and Law

基　　金：国家社会科学基金重大项目“数字经济时代竞争政策定位与反垄断问题研究”(项目编号:23&ZD077)的研究成果。

摘　　要：大数据杀熟行为的反垄断法调整方法问题,是世界反垄断法研究中的热点问题。现有研究大多将其定性为价格歧视行为,这存在方向性的偏差。大数据杀熟行为本身并不排除、限制竞争,因此不符合价格歧视行为的构成要件和分析方法。本质上,大数据杀熟的主要损害是对消费者直接进行剥削,从每个消费者身上榨取每一分利润,而不是对竞争者进行排斥,因而属于过高定价行为。与此同时,大数据杀熟与传统的过高定价行为又存在一定差异,在其分析过程中必须根据这些特殊性,对传统反垄断法理论与规则进行必要的修正。采用反垄断法上关于过高定价行为的构成要件和分析方法认定大数据杀熟行为构成垄断行为的基本步骤是:其一,认定行为人拥有支配地位;其二,将杀熟行为认定为过高定价行为;其三,允许当事人提出合理的理由进行抗辩。其中在支配地位以及过高定价的认定上,大数据杀熟行为都具有一些传统产业中所没有的特点,需要依托反垄断法理与案例进行细致分析。The issue of methods of adjusting an act of big data personalized pricing through anti-monopoly law is globally hot in the research into anti-monopoly laws.Most of the existing studies determines it as an act of price discrimination,which is of error in the direction.The act of big data personalized pricing itself does not exclude or restrict competition,so it does not correspond to the analysis method of price discrimination.In essence,the main harm of big data personalized pricing constitutes is the direct exploitation of customers which squeezes out every penny of profits from every customer rather than an exclusion of competition,thus it is an act of excessive pricing.At the same time,there are certain differences between the big data personalized pricing and traditional excessive pricing,thus it is imperative to make necessary revision to theories and rules of the traditional anti-monopoly law in the analysis process according to these particularities.The basic steps of adopting the analysis method of excessive pricing in the anti-monopoly law to determine whether an act of big data personalized pricing constitutes an act of monopoly are as follows:(1)to determine that the actor has a dominant position;(2)to determine an act of personalized pricing as excessive pricing;(3)to allow parties to raise reasonable reasons as a defense.In terms of the determination of dominant position and excessive pricing,an act of big data personalized pricing has some characteristics that traditional industries do not have,which need to be carefully analyzed by relying on anti-monopoly jurisprudence and case studies.

关 键 词：反垄断法 大数据杀熟 过高定价 个性化定价 价格歧视 

分 类 号：DF414[政治法律—经济法学]