电商平台定价策略的历史演进与治理研究

Research on the Historical Evolution and Governance of Pricing Strategies in E-Commerce Platforms

摘要: 本文旨在梳理数字经济时代电商平台的定价策略，分析其历史演进和当前的治理挑战。文章认为，平台的定价经历了一个从传统商业逻辑的线上迁移与初步适应，到数据驱动下的差异化定价与市场细分，最终演变为高度自动化和智能化的动态定价体系的复杂过程。本文在历史分析的基础上，进一步从法律滞后性、技术不对称性及伦理失范三个维度，系统剖析了当前规制体系所面临的核心困境，并最终提出，唯有构建一个融法律刚性约束、技术敏捷监管、行业自律规范与公众参与监督于一体的多元协同治理路径，才能够有效应对挑战，引导数字经 济行稳致远。

Abstract: This paper aims to sort out the pricing strategies of e-commerce platforms in the digital economy era, and analyze their historical evolution and current governance challenges. The article holds that the pricing of the platform has undergone a complex process from the online migration and initial adaptation of traditional business logic to data-driven differentiated pricing and market segmentation, and ultimately evolving into a highly automated and intelligent dynamic pricing system. Based on historical analysis, this article further systematically dissects the core predicaments faced by the current regulatory system from three dimensions: legal lag, technological asymmetry, and ethical misconduct. Ultimately, it is proposed that only by establishing a multi-dimensional collaborative governance path that integrates rigid legal constraints, agile technological supervision, industry self-discipline norms, and public participation and supervision can we achieve this. Only in this way can we effectively address challenges and guide the digital economy to develop steadily and far.