垄断势力视角下平台大数据杀熟的价格歧视机理

The mechanism of price discrimination in killing familiarity by the big data platform from the perspective of monopoly power

大数据杀熟问题近年来受到各界的广泛关注,政府出台了一系列有关大数据杀熟治理的政策文件。然而,诸多法规相互交叉、竞合,给监管执行造成了巨大的困难。大数据杀熟愈演愈烈,导致了消费者群体与涉事平台企业之间存在严重的信任危机。为了能更好地理解和治理大数据杀熟,本文深入分析了垄断势力视角下平台大数据杀熟的价格歧视机理。通过分析,揭示了大数据杀熟的经济逻辑为(:1)垄断势力是形成大数据杀熟的源泉(;2)大数据杀熟本质是不公平的高价价格歧视。在以上分析的基础上,本文对大数据杀熟的本质、认识误区和治理思路进行了分析,指出大数据杀熟治理的关键是反垄断和防欺诈。总之,本研究通过对大数据杀熟垄断势力下价格歧视机理的分析,厘清了大数据杀熟与价格歧视和精准营销的区别,从而为正确认识大数据杀熟和有效抑制大数据杀熟提供参考。

In recent years,killing familiarity by the big data or price discrimination,has attracted wide attention from all walks of life.The government has issued a series of relevant policy documents to prevent this.However,these laws and regulations are either overlapped with each other or complemented with each other,which cause great trouble for the enforcement of supervision.As this phenomenon is becoming increasingly fierce,the crisis of trust between the consumers and the involved platform has worsened.In order to better understand and manage this kind of killing familiarity by the big data cheating,this paper deeply analyzes the mechanism of price discrimination in the platforms from the perspective of monopoly power.Results reveal some important economic logics behind this kind of killing familiarity by the big data.For one thing,the monopoly power is the source of killing familiarity by the big data.For another,tts essence is the price discrimination of unfair higher pricing.Accordingly,this paper analyzes its essence,misunderstanding,and ways of governance,stating that the key to its governance lies in anti-monopoly and anti-fraud.Overall,current research clarifies the distinction among killing familiarity by the big data,price discrimination and targeted marketing,providing reference for properly understanding and effectively inhibiting the killing of familiarity by the big data.