电商经济下“大数据杀熟”的治理困境与路径探索

Governance Dilemmas and Pathways of “Big Data Price Discrimination” in the E-Commerce Economy

摘要: 随着数字经济的快速发展，电商平台在大数据与算法技术的推动下，实现了精准营销和个性化服务。然而，“大数据杀熟”现象的出现，使消费者在同一交易条件下因身份、历史行为等因素而被差别定价，损害了公平交易原则与消费者信任。本文以电商平台为研究对象，系统分析了“大数据杀熟”的概念内涵、形成机制及社会影响，揭示其背后法律规制滞后、算法透明度不足、市场竞争失衡、消费者维权困难与数据伦理风险等多重治理困境。在此基础上，本文结合现行法律与治理实践，提出了“大数据杀熟”的多维治理路径：一是完善法律体系与强化算法监管机制；二是推动算法透明与技术伦理建设；三是强化平台责任与行业自律；四是提升公众数据素养，构建社会共治格局。研究认为，治理“大数据杀熟”应以法治为基础、以技术为支撑、以伦理为引领，形成政府监管、企业自律与公众参与的协同机制，从而在促进数字经济创新的同时守住公平与信任的底线。

Abstract: With the rapid development of the digital economy, e-commerce platforms have achieved precise marketing and personalized services driven by big data and algorithmic technologies. However, the phenomenon of “big data price discrimination”, commonly known as “data-enabled exploitation of loyal customers”, has raised significant concerns regarding fairness and consumer trust. This study focuses on e-commerce platforms and systematically analyzes the connotation, formation mechanism, and social impact of big data price discrimination. It reveals the multiple governance dilemmas behind it, including the lag of legal regulation, insufficient algorithm transparency, market imbalance, consumer rights protection difficulties, and data ethics risks. On this basis, the paper proposes a multi-dimensional governance framework for big data price discrimination: 1) Improving the legal system and strengthening algorithmic supervision; 2) Enhancing algorithm transparency and embedding ethical design into technology governance; 3) Reinforcing platform responsibility and industry self-discipline; 4) Improving public data literacy to promote social co-governance. The study concludes that addressing “big data price discrimination” requires a coordinated approach integrating legal regulation, technological innovation, and ethical oversight, so as to safeguard fairness and trust while encouraging sustainable innovation in the digital economy.