The Legal Regulation Of Price Discrimination In The Big Data Environment

The arrival of big data era provides a huge data platform for social management,which makes the management of many things electronic and intelligent.Big data hidden behind huge value,personal information data will inevitably lead to operators change their business model and sales strategy.In big data sales and marketing mode,on the one hand,consumers can experience more colorful services and commodities to meet the needs of all types of consumers.On the other hand,the personalized pricing model based on big data analysis and calculation forms price discrimination,violates the rules of market transaction,and objectively infringes on the legitimate rights and interests of consumers.Therefore,in order to avoid illegal infringement of consumers legitimate fair trading rights,it is necessary to perfect the relevant laws and strengthen law enforcement,so that consumers can enjoy the same legal protection as offline commodity exchanges.This is the purpose of this article,the full text is divided into five parts,as follows:the first part mainly explains the concept of price discrimination and price discrimination under the environment of big data,At the same time,it puts forward the important influence in the behavior of free price discrimination of personal information data;The second part mainly expounds the necessity of price discrimination regulation under the environment of big data,from three aspects:the right of fair transaction of consumers,the order of market competition and the right of equality.The third part analyzes the performance of price discrimination under the environment of big data,from three aspects:consumer,operator and market economy order.The other part analyzes the causes of price discrimination in big data environment,including the concealment of pricing,legal system and consumers own consciousness,and points out that there is a certain necessity to regulate price discrimination;The fourth part mainly analyzes the legal measures of price discrimination regulation between the EU and the United States,mainly in order to protect personal data.The fifth part,according to the reason analysis of the third part,puts forward the corresponding solution,and discusses how to prevent the price discrimination from the protection of personal information data with the basic principle as the starting point.