| In the era of data,operators can accurately evaluate and predict consumers’ willingness to pay and payment preference by means of data collection and algorithm analysis,and provide personalized goods or services.The application of personalized pricing in a specific market environment can produce a series of positive market effects such as improving operating efficiency and strengthening output,but it may also produce monopoly behaviors such as exclusion,distortion of competition and destruction of market order.Therefore,in the era of data,the regulation of personalized pricing needs to be combined with the traditional price discrimination theory to clarify the market influence and realization path of different types of personalized pricing.As for specific types of personalized pricing,this paper expounds it from the Angle of restricting competition and harming consumers’ interests,so as to lay the necessary foundation for regulating personalized pricing in the data age under the perspective of anti-monopoly law.At the same time,the implementation effect of personalized pricing is explored from legal and illegal dimensions.First of all,the legal personalized pricing types are clearly defined,and different pricing mechanisms and pricing elements are differentiated.The personalized pricing that improves consumer welfare,promotes market innovation and market competition is not interfered with.Secondly,under the framework of anti-monopoly law,select many standards to define the illegality of personalized pricing,combined with the implementation effect of personalized pricing,from the scene,judgment criteria and market effect evaluation.Although the impact of the emerging era of with the data elements,makes certain personalized pricing is difficult in the monopoly behavior,personalized pricing at the same time the systemic risk has not yet been fully emerged,but data era with the exploitation of consumers personalized pricing is wide and clear,the damage to the market competition and other business operators exclusive effect is also common.Therefore,the regulation of personalized pricing under the framework of anti-monopoly law should be based on the principle of rationality,through innovation of identification standards,convergence of other terms and transformation of supervision mode to explore the rational regulation path of personalized pricing in the data era. |
