数据驱动的个性化营销与消费者个人信息保护的冲突与衡平研究

Data-Driven Personalized Marketing and Consumer Personal Information Protection: Conflict and Balancing

摘要: 数字经济的深入发展使数据驱动的个性化营销成为主流商业模式，其在提升商业效率的同时，也引发了与消费者个人信息权益保护的深刻冲突。企业为追求极致的营销精准度，通过技术手段对用户信息进行全方位收集与利用，导致传统的“告知–同意”框架被架空，消费者信息自决权受到结构性侵蚀，当前以《个人信息保护法》为核心的法律规制体系在面对这些新型挑战时，暴露出行政监管滞后、民事救济乏力与法律适用碎片化等多重困境。应严格遵循并实质化《个人信息保护法》中公开、透明与目的限制原则，推动告知–同意机制从形式走向实质，构建以用户为中心的权利实施机制，通过推行分项同意、完善个人信息分类分级保护，搭建由政府、行业与企业三方协同的治理体系。此外，从营销伦理与舆论引导机制出发，引入德性伦理学视角与公益营销中的舆情管理策略，可进一步丰富治理路径，实现数据创新利用与个人信息保护之间的可持续平衡。通过此种多层次、动态的治理，实现数据创新利用与筑牢个人信息保护防线之间的可持续平衡。

Abstract: The deepening development of the digital economy has established data-driven personalized marketing as a mainstream business model. While it enhances commercial efficiency, it has also triggered profound conflicts with the protection of consumers’ personal information rights. In pursuit of ultimate marketing precision, enterprises leverage technological means to collect and utilize user information in a comprehensive manner, which undermines the traditional “notice-consent” framework and leads to the structural erosion of consumers’ information self-determination. When confronted with these emerging challenges, the current legal regulatory system, centered on China’s “Personal Information Protection Law (PIPL)”, reveals multiple deficiencies, including lagging administrative supervision, insufficient civil remedies, and fragmented legal application. It is imperative to strictly adhere to and substantiate the principles of openness, transparency, and purpose limitation enshrined in the PIPL, thereby transforming the notice-consent mechanism from a formality into a substantive practice. A user-centered rights enforcement mechanism should be established by implementing itemized consent and refining the classified and graded protection system for personal information. Furthermore, a collaborative governance framework involving the government, industry associations, and enterprises must be constructed. Supplementing this approach, incorporating perspectives from marketing ethics and public opinion guidance mechanisms—such as introducing the lens of virtue ethics and leveraging strategies from public welfare marketing for managing public sentiment—can further enrich the governance pathways. Through such multi-level and dynamic governance, a sustainable balance can ultimately be achieved between fostering data-driven innovation and strengthening the safeguards for personal information.