电商平台“大数据杀熟”问题研究及治理策略探析

Research on the Issue of “Big Data Price Discrimination” in E-commerce Platforms and Its Governance Strategies

摘要: 本文系统研究了电商平台“大数据杀熟”现象，分析了其界定标准、形成机理、社会影响及治理策略。研究发现，“大数据杀熟”是平台滥用市场支配地位、用户数据安全意识薄弱以及侵权责任认定困难共同作用的结果。该行为扰乱了市场秩序，冲击了社会伦理。为治理这一现象，本文提出了优化举证责任分配、完善监管体系、健全投诉机制和强化平台自律等建议，旨在构建公平、透明的网络消费环境，促进数字经济健康发展。

Abstract: This paper systematically investigates the phenomenon of “Big Data Price Discrimination” in e-commerce platforms, analyzing its definition criteria, formation mechanisms, social impacts, and governance strategies. The study finds that this phenomenon is the result of the combined effects of platforms’ abuse of market dominance, weak consumer data security awareness, and difficulties in identifying infringement responsibilities. It disrupts market order and challenges social ethics. To address this issue, the paper proposes suggestions such as optimizing the distribution of burden of proof, improving the regulatory system, perfecting the complaint mechanism, and strengthening platform self-discipline. These measures aim to build a fair and transparent online consumer environment and promote the healthy development of the digital economy.