大数据精准营销与用户隐私保护的平衡机制研究

Research on the Balancing Mechanism of Big Data Precision Marketing and User Privacy Protection

摘要: 数字经济背景下，大数据精准营销与用户隐私保护的冲突已成为全球数字治理的核心议题，本文立足法学研究范式，通过解构数据价值链中的权利配置失衡问题，提出“技术治理–法律规制–平台自律”三位一体的动态平衡框架，旨在促进技术伦理与法治精神的深度融合，确保商业创新活力得以释放的同时，个人权利得到切实有效的维护，从而实现数字经济时代商业创新与权利保障的和谐共生，为全球数字治理贡献法学智慧与实践路径。

Abstract: Under the background of digital economy, the conflict between big data precision marketing and user privacy protection has become the core issue of global digital governance. Based on the legal research paradigm, this paper proposes a dynamic balancing framework of “technical governance—legal regulation—platform self-regulation” by deconstructing the imbalance of rights allocation in the data value chain, aiming to promote the in-depth fusion of technological ethics and the spirit of the rule of law, to ensure that the vitality of commercial innovation can be released while the rights of the individual are effectively and efficiently safeguarded, so as to realize the harmonious coexistence of commercial innovation and the protection of rights in the era of the digital economy, and to contribute to the jurisprudence wisdom and practical path of global digital governance.