“大数据杀熟”的价格歧视机理分析

An Analysis of the Mechanisms behind “Big Data Price Discrimination”

摘要: 随着数字经济的高速发展，“大数据杀熟”现象日益成为社会关注的焦点。大数据技术在为消费者带来便利的同时，也引发了平台企业实施价格歧视的隐忧。为更深入地理解和有效应对大数据杀熟行为，本文首先系统梳理了大数据杀熟的定义、典型特征及常见表现形式，进而重点剖析了其背后的价格歧视机理。研究表明：1) 大数据杀熟的本质是平台依托大数据技术对消费者实施的差异化定价；2) 其在价格歧视类型上属于三级价格歧视，虽有助于提升企业利润，但亦面临实施条件的约束；3) 大数据杀熟具有广泛而深远的经济社会影响。基于上述分析，本文为治理大数据杀熟现象提出了相应的政策启示与应对建议。

Abstract: With the rapid development of the digital economy, the phenomenon of “big data-enabled price discrimination” has increasingly become a focus of social concern. While big data technology brings convenience to consumers, it also raises concerns about platform enterprises engaging in price discrimination. To gain a deeper understanding of and effectively respond to such practices, this paper first systematically reviews the definition, typical characteristics, and common manifestations of big data-enabled price discrimination, and then proceeds to analyze the underlying price discrimination mechanisms. The study reveals that: 1) big data-enabled price discrimination is essentially a form of differentiated pricing implemented by platforms using big data technology; 2) it falls under the category of third-degree price discrimination, which, although conducive to increasing corporate profits, is subject to certain implementation constraints; and 3) it has extensive and far-reaching economic and social impacts. Based on the above analysis, this paper proposes corresponding policy implications and recommendations for addressing the issue of big data-enabled price discrimination.