数字经济背景下个性化定价反垄断研究

Research on Anti-monopoly of Personalized Pricing in the Context of Digital Economy

文章基于国内外个性化定价的反垄断立法及执法实践的分析,认为个性化定价是对消费者实施剥削性滥用的价格歧视,会对消费者选择能力和市场竞争造成限制。鉴于个性化定价对竞争及社会福利的影响,文章认为,对于个性化定价同时降低消费者剩余和社会总福利的行为,具有限制竞争的效果且不具备正当抗辩理由,以《反垄断法》第17条予以处理;对降低消费者剩余同时提升社会总福利的个性化定价,按照消费者福利标准,以《反垄断法》第17条予以处理,而按照社会总福利标准且具备正当理由,则不具有违法性;如果个性化定价同时提高消费者剩余和社会总福利,对限制竞争的效果评估则需反垄断执法部门在实践中予以明确。

This paper is based on the analysis of domestic and foreign anti-monopoly legislation and enforcement practice of perso-nalized pricing,arguing that personalized pricing is an exploitative and abusive price discrimination against consumers,which will restrict consumers'ability to choose and market competition.In view of the influence of personalized pricing on competition and social welfare,it argues if personalized pricing reduces consumer surplus and social welfare at the same time,has the effect of restricting competition and does not have a legitimate defense,it should be dealt with by article 17 of Anti-monopoly Law.For the personalized pricing behavior that reduces consumer surplus and improves total social welfare,according to consumer welfare standards,it should be dealt with in article 17 of the Anti-monopoly Law,it is not illegal based on the general welfare standard of the society and with justified reasons;If personalized pricing improves consumer surplus and total social welfare at the same time,the evaluation of the effect of restricting competition and the determination of illegality need to be clarified by the Anti-monopoly law enforcement department in practice.