作　者：周围
关键词：个性化定价算法；价格歧视；大数据杀熟；人工智能；《反垄断法》；数据画像；个 人信息保护
摘　要：

个性化定价算法对消费者支付意愿的精准评估和预测可以在特定的市场环境中产生强化竞争和扩大产出等一系列积极效果，但也可能产生大数据杀熟等导致竞争扭曲的垄断行为。对个性化定价算法的规制应结合传统价格歧视理论，从歧视对象、歧视行为以及实施效果等方面加以分析。对于不同类型的个性化定价算法应做区分处理，而对个性化定价实施效果需从发生场域、判断标准以及证明程度等方面加以评估。虽然囿于算法运算能力、算法函数设计等客观的技术瓶颈，个性化定价算法带来的系统性风险目前还未真正涌现，但个性化定价算法对消费者的剥削是潜在且可确定的。鉴于此，中国反垄断法律实践还需从法律适用的角度探究规制个性化定价算法的合理框架。 

  

Antitrust Regulations on Personalized Pricing Algorithm

Zhou Wei (Wuhan University)

 

Abstract The accurate assessment and prediction of consumers’ willingness to pay by personalized pricing algorithms can produce a series of positive effects such as strengthening competition and expanding output in a specific market environment, but it may also produce monopolistic behaviors that cause competition distortions such as using the big-data analysis to the disadvantage of existing customers. The regulation of personalized pricing algorithms should be combined with traditional price discrimination theories and be analyzed from the aspects of discrimination objects, discrimination behaviors, and implementation effects. Different types of personalized pricing algorithms should be treated separately. The implementation effect of individual pricing needs to be evaluated from the field of occurrence, judgment criteria, and degree of proof. Although limited by objective technical development bottlenecks such as algorithm computing power and algorithm function design, the systemic risks brought about by personalized pricing algorithms have not really emerged yet, but the exploitation of personalized pricing algorithms on consumers is potential and credible. In view of this, China’s anti-monopoly law practice also needs to explore a reasonable framework for regulating personalized pricing algorithms from the perspective of law application.

Key words personalized pricing algorithm; price discrimination; discrimination based on big-data analysis; artificial intelligence; Chinese Anti-monopoly Law; data profiling; personal information protection

 

■作者简介 周 围，法学博士，武汉大学法学院、网络治理研究院副教授；湖北武汉 430072。

 

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