电商平台动态定价机制及其消费者福利影响研究

Research on Dynamic Pricing Mechanism of E-Commerce Platforms and Its Impact on Consumer Welfare

摘要: 随着大数据与算法技术的深度嵌入，动态定价已成为电商平台优化资源配置、提升经营效益的核心运营手段。本文以微观经济学理论为分析框架，系统探讨电商平台动态定价机制的运行逻辑、经济机理及其对消费者福利的双重影响。研究发现，电商平台依托海量用户数据，通过时间维度、用户特征、商品属性等多重维度实施差异化定价，在一定程度上趋近一级价格歧视的理论效果，显著提升了平台利润与市场配置效率。然而，动态定价也加剧了消费者剩余的转移，引发了“大数据杀熟”等公平性争议，并对消费者长期信任造成侵蚀。本文进一步从平台、监管与消费者三个层面提出优化路径，以促进电商市场效率与公平的协调发展。

Abstract: With the deep integration of big data and algorithmic technologies, dynamic pricing has become a core operational tool for e-commerce platforms to optimize resource allocation and enhance profitability. Drawing on microeconomic theory, this paper systematically examines the operating logic, economic mechanism, and dual impact of dynamic pricing on consumer welfare. Research indicates that e-commerce platforms, by leveraging vast amounts of user data to implement differentiated pricing—factoring in dimensions such as time, user characteristics, and product attributes—achieve outcomes that, to some extent, approximate the theoretical effects of first-degree price discrimination, thereby significantly boosting both platform profits and market allocation efficiency. However, dynamic pricing also intensifies the transfer of consumer surplus, triggers fairness controversies such as “big-data-enabled price discrimination against loyal customers,” and erodes long-term consumer trust. The paper further proposes optimization pathways from three perspectives—platform, regulation, and consumer—to achieve a coordinated development of efficiency and fairness in the e-commerce market.