平台经济视域下电商平台大数据杀熟的审视与治理

The Examination and Governance of Big Data Killing in E-Commerce Platforms under the Perspective of Platform Economy

摘要: 在平台经济蓬勃发展的背景下，电商平台借助大数据与算法技术实现精准运营，却衍生出“大数据杀熟”这一争议性现象。本文以平台经济为理论视角，系统剖析大数据杀熟的内涵、运作逻辑与生成机理，探讨其对消费者权益、市场秩序及社会信任的多重影响。研究发现，数据垄断、监管滞后是该现象频发的核心原因。基于此，本文从法律完善、监管创新、消费者赋权三个维度构建治理路径，旨在为规范电商平台行为、维护市场公平与消费者权益提供理论参考与实践指引。

Abstract: Amid the booming platform economy, e-commerce platforms have leveraged big data and algorithmic technologies to achieve precise operations, yet this has given rise to the controversial phenomenon of “big data price discrimination”. This paper adopts the theoretical perspective of platform economy to systematically analyze the connotation, operational logic, and generative mechanisms of big data price discrimination, while exploring its multifaceted impacts on consumer rights, market order, and social trust. The study reveals that data monopolization and regulatory lag are the core reasons for the frequent occurrence of this phenomenon. Based on this, the paper constructs governance pathways from three dimensions: legal improvement, regulatory innovation, and consumer empowerment. The aim is to provide theoretical references and practical guidance for regulating e-commerce platform behaviors, maintaining market fairness, and protecting consumer rights.