数字平台算法个性化定价的经济法规制研究

Research on Economic Law Regulation of Algorithmic Personalized Pricing on Digital Platforms

摘要: 数字平台依托算法技术与海量用户数据实施的算法个性化定价，已成为数字经济的典型定价模式。该模式通过“支付意愿、品牌偏好、反制能力”三维度消费者细分，实现接近一级价格歧视的差异化定价，既具有市场扩张、提升资源配置效率的积极效应，也存在消费者剩余转移、加剧市场集中、损害消费公平的消极影响。当前我国算法个性化定价的经济法规制面临立法协同不足、司法举证困难、监管技术滞后、消费者反制能力薄弱四大困境。在此背景下，为了维护消费者利益和市场经济秩序的健康发展，对数字平台算法个性化定价进行有效的法律规制尤为重要。

Abstract: Algorithmic personalized pricing implemented by digital platforms relying on algorithmic technology and massive user data has become a typical pricing model in the digital economy. By segmenting consumers from three dimensions—willingness to pay, brand preference, and countervailing capability—this model realizes differentiated pricing close to first-degree price discrimination. It delivers positive effects including market expansion and improved efficiency of resource allocation, while also bringing negative impacts such as the transfer of consumer surplus, intensified market concentration, and impaired consumption fairness. At present, the economic legal regulation of algorithmic personalized pricing in China faces four major dilemmas: insufficient legislative coordination, difficulties in judicial evidence collection, lagging regulatory technology, and weak consumer countervailing capability. Against this backdrop, effective legal regulation of algorithmic personalized pricing by digital platforms is particularly crucial to safeguard consumer interests and the sound development of the market economic order.