大数据杀熟的生成逻辑与治理路径——兼论“新熟人社会”的人际失信

Varied Pricing by Big-Data Analysis in New Acquaintance Society:Generation Logic and Governance Path

在陌生人社会即将形成之际,席卷各领域的互联网技术通过“实名制”和“客户端”将社会成员重新拉回熟人圈,从而大幅提升了社会成员重复交往的可能性,“新熟人社会”初露端倪。然而,从“精准营销”到“价格歧视”,再到“大数据杀熟”,本质上说,社会成员正在用“隐私”换取便利性和效率,而商家却利用信任关系不当得利。在治理路径上,应挖掘大数据杀熟的制度监管空间,规范用户画像的商业伦理,以综合调控的方式,平衡社会成员“隐私让渡”与“获取服务便利性”之间的关系。

As the‘society of strangers’is about to take shape,the Internet technology sweeping all fields draws back social members into the circle of acquaintances by using‘real-name registration system’and‘client Apps’,which greatly increases the possibility of repeated communication among social members,thus‘new acquaintance society’is emerging.For the purpose of making profits,from targeting marketing,to price discrimination and‘varied pricing by big-data analysis’,in essence,members of society exchange‘privacy’for convenience and efficiency,while businesses get improper gains by using trust.In terms of governance,we should explore the institutional supervision space of varied pricing by big-data analysis,regulate the business ethics,and balance the relationship between‘privacy alienation’and‘convenience of service acquisition’of social members by means of comprehensive regulation.