电商平台个性化定价的反垄断边界研究

The Antitrust Boundaries of Personalized Pricing by E-Commerce Platforms

摘要: 随着数字经济的深入发展，电商平台实施个性化定价已成为普遍现象。该行为在提升资源配置效率的同时，也引发了关于公平竞争与消费者权益保护的广泛争议。本文从《反垄断法》与《电子商务法》的双重视角出发，系统剖析个性化定价的行为特征与经济效应，厘清其在反垄断体系中的规范定位，进而探索构建兼顾效率与公平的规制路径，以期为我国平台经济的有序发展提供理论参考，推动实现数字经济背景下市场竞争与消费者福祉的协同共进，为平台经济的规范发展提供理论支持。

Abstract: With the in-depth development of the digital economy, the implementation of personalized pricing by e-commerce platforms has become a common practice. While this behavior enhances resource allocation efficiency, it has also sparked widespread debate concerning fair competition and consumer rights protection. From the dual perspectives of the “Anti-Monopoly Law” and the “E-Commerce Law”, this paper systematically analyzes the behavioral characteristics and economic effects of personalized pricing, clarifies its normative position within the antitrust system, and explores the construction of a regulatory path that balances efficiency and fairness. The aim is to provide a theoretical reference for the orderly development of China’s platform economy, promote the synergistic advancement of market competition and consumer welfare in the digital context, and offer theoretical support for the standardized development of the platform economy.