平台经济下算法个性化定价的反垄断规制

Antitrust Regulation of Algorithm Personalized Pricing Under Platform Economy

近年来,平台企业进行算法个性化定价现象频发,所引发的问题已经从消费者权益保护领域延展至反垄断法下的损害公平自由的市场秩序领域。算法个性化定价主体广泛性、后果双重性、行为隐蔽性的特征,为反垄断法适用带来了挑战,其不清晰的违法边界需要以市场支配地位的认定、交易行为的界定、竞争效果的推定以及正当理由的判定为基本分析路径。我国应当在重视消费者权益保护应有定位的基础上,借鉴欧美经验,寻找算法个性化定价反垄断法适用的进路,明确平台市场支配地位的认定标准,坚持个案竞争效果分析原则,完善反垄断私人诉讼制度建构,制定以算法监管算法的互联网技术规范,以实现反垄断法保护市场公平竞争、维护消费者利益的价值目标。

In recent years,the phenomenon of paltform companies implementing algorithmic personalized pricing has occurred frequently,and the problems it caused have extended from the protection of consumer rights and interests to the field of fair and free market order under antitrust law.The wide-ranging nature of algorithmic personalized pricing,the dual consequences,and the covert behavior pose challenges for the application of antitrust law.The ambiguous boundaries of its illegality also require a basic analytical approach based on the identification of market dominance,the definition of transaction behavior,the estimation of competitive effects,and the determination of legitimate justifications.In China,while emphasizing the positioning of protecting consumer rights,it is important to draw on the experiences of Europe and the United States to find a path for the application of antitrust law to algorithmic personalized pricing.This includes clarifying the criteria for identifying platform market dominance,adhering to the principle of case-bycase analysis of competitive effects,improving the construction of the antitrust private litigation system,and developing internet technology standards for regulating algorithms to achieve the valuable goal of protecting market fairness and competition and safeguarding consumer interests under antitrust law.