互联网经济背景下AI精准营销的理论边界与伦理挑战研究

Research on the Theoretical Boundaries and Ethical Challenges of AI Precision Marketing in the Context of the Internet Economy

摘要: 在互联网经济中，AI精准营销凭借数据驱动大大提高了交易效率，却引发理论边界突破与伦理挑战。理论层面，算法异化颠覆传统人货关系，使“人找货”转向“货找人”，消费者主权被平台数据策略消解，数字生产资料被少数平台垄断私有，打破了传统经济学中消费者主导与生产资料所有制的理论框架。伦理层面，算法黑箱导致价格歧视、流量分配不均及搜索权重操控，造成交易公平坍塌，拼团砍价等手段将社交关系异化为营销工具，直播间“秒杀倒计时”等营销策略剥夺消费者认知与决策自主权。乱象的治理需从底层规则重塑入手，一方面借鉴欧盟数字监管法规，制定针对超大型平台的法律，规范其数据使用与市场竞争行为，另一方面借助技术赋能重构数据生产关系，建立用户主导的数据所有权与控制权机制，并构建数据贡献值分红机制，让用户共享数据要素红利。这需要多方力量共同发力，以公平的理念推动数字经济可持续发展。

Abstract: In the Internet economy, AI-powered precision marketing, driven by data, has significantly enhanced transaction efficiency. However, it has also triggered breakthroughs in theoretical boundaries and ethical challenges. At the theoretical level, the alienation of algorithms has subverted the traditional relationship between people and goods, shifting from “people looking for goods” to “goods finding people”. The sovereignty of consumers has been eroded by the data strategies of platforms, and digital means of production have been monopolized and privately owned by a few platforms, breaking the theoretical framework of consumer dominance and ownership of the means of production in traditional economics. At the ethical level, algorithmic black boxes lead to price discrimination, unequal distribution of traffic, and manipulation of search rankings, causing the collapse of transactional fairness. Methods such as group buying and bargain-cutting activities have alienated social relationships into marketing tools. Marketing strategies like the “seckill countdown” in live streaming rooms deprive consumers of their autonomy in cognition and decision-making. To address these chaotic phenomena, it is necessary to start from reshaping the underlying rules. On the one hand, drawing on the digital regulatory laws and regulations of the European Union, laws targeting super-large platforms should be formulated to regulate their data usage and market competition behaviors. On the other hand, with the empowerment of technology, the data production relations should be reconstructed, and a mechanism for users to dominate data ownership and control rights should be established. Additionally, a dividend mechanism based on data contribution values should be constructed to enable users to share the dividends of data factors. This requires the joint efforts of multiple parties, and promoting the sustainable development of the digital economy with the concept of fairness.