大数据背景下电商营销中的价格歧视问题研究——以滴滴打车为例

Research on Price Discrimination in E-commerce Marketing under the Background of Big Data——Taking Didi Taxi-hailing Platform as an Example

基于大数据背景下新型商业模式中存在的价格歧视问题,本文在对相关理论进行梳理的基础上,后续深入探讨了实行价格歧视的条件,以滴滴打车平台为主及其他相关行业服务平台为例,对相关模式和理论方法进行讨论。文章从个人层面和社会层面对这一现象进行分析,提出了在互联网兴起后的新型商业模式下,企业能够实现对单独的消费者进行歧视性定价。本文启发人们对价格歧视这一行为进行更加深入地思考,除去对公平竞争的影响,适度的应用是否能为个人、企业以及社会带来更好的影响,为未来基于大数据背景的定价模式开辟新方式。

Based on the problem of price discrimination in new business models under the background of big data,this paper,on the basis of sorting out relevant theories,further discusses the conditions for implementing price discrimination,taking Didi Taxi-hailing platform and other relevant industry service platforms as examples,and analyzes relevant models and theoretical methods.This paper analyzes this phenomenon from the individual and the social levels,and puts forward that under the new business model after the rise of the Internet,enterprises can achieve discriminatory pricing to consumers.This paper inspires people to think more deeply about the behavior of price discrimination.Apart from its impact on fair competition,whether appropriate application can bring better impact to individuals,enterprises and society and open up a new way of pricing model based on big data in the future.