定价算法权力异化、消费者损害与反垄断法规制的政策补强

Power Alienation of Pricing Algorithmic, Consumer Detriment and Reinforcement of Anti-monopoly Regulations

算法技术嵌入定价活动,产生定价新秩序与价格差异,带来超额利润和竞争优势;与此同时,定价算法权力异化,导致消费者的安全权、知情权、自主选择权和求偿权受到侵害。"阿里巴巴滥用市场支配地位"一案,标志着平台经济领域反垄断执法进入新阶段,补强政策以提升反垄断法规制算法定价的绩效迫在眉睫。反垄断法规制定价算法的竞争关切应聚焦相关市场界定和市场支配地位困境破解、竞争效果评价难题克服、创新与效率的价值科学定位,以"相关性"为底线界定相关市场,对假定垄断者测试方法进行改造适用和淡化市场份额标准、以效率为中心检视创新效果、以塑造合格算法消费者为目标施行竞争推进,方为反垄断规制算法定价之政策补强。

The embedding of algorithmic technology into pricing activities produces new pricing order and price difference, and brings excess profit and competitive advantage. At the same time, the alienation of pricing algorithm power leads to infringement of consumers’ right to safety, right to know, right to autonomy and right to claim. The case of Alibaba’s abuse of market dominance marks a new stage of anti-monopoly enforcement in the field of platform economy. It is imminent to strengthen policies and improve the performance of anti-monopoly regulations on algorithmic pricing. The competition concerns of pricing algorithm of anti-monopoly regulations should focus on predicament of relevant market definition and market dominance determination, competition effect evaluation problems, and the value misalignment of innovation and efficiency. Defining relevant markets with "relevance" as the bottom line, transforming the SSNIP method and reducing the importance of market share standards, examining the effects of innovation with efficiency as the center, and implementing competition and advancing with the goal of shaping qualified algorithmic consumers are the reinforcements of anti-monopoly regulations on algorithm pricing.