算法驱动背景下个性化定价的法律规制研究

Research on the Legal Regulation of Personalized Pricing under the Background of Algorithm Driving

摘要: 算法个性化定价是当下数字经济市场中经营者利用算法对用户数据进行分析进而做出的区别化行为之一。适当的个性化定价行为能够满足消费者的需求、提高资源配置效率、扩大企业的产能以及实现社会整体福利的提升，但经营者为了自身利益实施不合理的个性化定价行为，则会造成对市场竞争的破坏，还会剥削消费者福利。因此要结合经济效益和社会公正来看待算法个性化定价的影响。目前通过《反垄断法》对个性化定价进行规制时还存在着市场支配地位认定、交易相对人不明确等问题，需要一一进行完善，才能达到维护消费者利益，促进市场公平竞争，推动数字经济良好发展的目的。

Abstract: Algorithmic personalized pricing is one of the discriminative behaviors that operators use algorithms to analyze user data in the current digital economy market. Appropriate personalized pricing behavior can meet the needs of consumers, improve the efficiency of resource allocation, expand the production capacity of enterprises and realize the improvement of the overall social welfare, but operators to implement unreasonable personalized pricing behavior for their own interests, will cause damage to the market competition, and will exploit the welfare of consumers. Therefore, the impact of algorithmic personalized pricing should be viewed in combination with economic benefits and social justice. At present, when the “Anti-Monopoly Law” is adopted to regulate personalized pricing, there are still some problems such as the identification of dominant market position and the ambiguity of the counterparty of the transaction, which need to be improved one by one to achieve the purpose of safeguarding the interests of consumers, promoting fair market competition and promoting the sound development of the digital economy.