大数据时代非法价格歧视行为分析——以天猫“双十一”为例

Analysis of Illegal Price Discrimination in the Era of Big Data--Taking TMall.com’s Double Eleven Online Shopping Event as an Example

价格歧视实则早已出现并存在颇久,且被广泛地运用于商业领域。随着信息技术日新月异的发展,在如今极度发达的电子商务领域,各方竞争主体对价格歧视的运用也逐步呈现新趋势和新特点。该行为理所当然带来诸多优势,但在一些特定的条件下,也极可能给市场造成严重的反竞争。天猫"双十一"作为淘宝电商平台一年一度的重大促销活动,涉及很多价格歧视行为的运用。基于此,应对非法价格歧视进行认定,根据行为主体、歧视对象、歧视行为、损害后果、正当理由这些要件进一步理论性分析,从而判断是否存有涉及非法价格歧视的行为。

In fact,price discrimination has already appeared and existed for a long time,and it has been widely used in the commercial field.With the rapid development of information technology,in today’s highly developed e-commerce field,the use of price discrimination by various competitors has gradually shown new trends and new characteristics.This behavior natural-ly brings many advantages,but under certain conditions,it is also very likely to cause serious anti-competition to the market.Tmall’s“Double Eleven”is a major annual sales promotion event on Taobao’s e-commerce platform,which involves the use of many price discrimination behaviors.Based on this,illegal price discrimination should be identified,and further theoretical analysis should be carried out based on the actors,discriminated objects,discriminatory behaviors,damage consequences,and justifications,so as to determine whether there is illegal price discrimination.