电商平台大数据杀熟的算法治理与法律边界

Algorithm Governance and Legal Boundaries of Big Data Price Discrimination in E-Commerce Platforms

摘要: 在数字经济驱动电商商业模式迭代升级的背景下，大数据与算法技术成为平台精准运营的核心工具，但大数据杀熟现象也随之滋生，成为电商经济健康发展的阻碍。本文以提出问题–分析问题–解决问题为逻辑框架，结合电商经济运行规律与商业模式特征，系统剖析大数据杀熟的表现形式、形成机理及对电商生态的多重影响，从算法治理、法律规制、商业模式优化三个维度构建综合治理体系。研究表明，大数据杀熟是技术赋能、商业逐利与监管缺位共同作用的结果，其治理需打破单一维度局限，通过技术透明化、法律精细化与模式创新化的协同发力，在保障平台商业创新活力的同时，筑牢消费者权益保护的防线，实现电商经济的可持续发展。

Abstract: Against the backdrop of the digital economy driving the iterative upgrading of e-commerce business models, big data and algorithmic technology have become core tools for precise operation on platforms. However, the phenomenon of big data price discrimination has also emerged, becoming an obstacle to the healthy development of the e-commerce economy. This paper adopts a logical framework of problem identification, analysis, and solution, combining the operating rules of the e-commerce economy and the characteristics of business models. It systematically analyzes the manifestations, formation mechanisms, and multiple impacts of big data price discrimination on the e-commerce ecosystem. A comprehensive governance system is constructed from three dimensions: algorithmic governance, legal regulation, and business model optimization. The research shows that big data price discrimination is the result of the combined effects of technology empowerment, commercial profit-seeking, and regulatory oversight. Its governance requires breaking the limitations of a single dimension. Through the coordinated efforts of technological transparency, legal refinement, and model innovation, while safeguarding the vitality of platform business innovation, a solid defense line for consumer rights protection can be established, achieving sustainable development of the e-commerce economy.