Research On Anti-monopoly Regulation Of Personalized Pricing Behavior Under Platform Economy

Since the 21 st century,the digital economy has become the mainstream trend of global economic development in the new era.China’s digital economy has been developing for more than 20 years,and its economic scale has accounted for more than 1/3 of GDP.In the context of the digital economy,platform operators with a dominant market position often rely on algorithmic tools to collect and accurately "portrait" user data and information,and then implement personalized pricing targeted.In a market economy,autonomous pricing by operators is the norm.As a form of autonomous pricing by operators,personalized pricing can reduce consumer information search costs,improve market competitiveness,and expand output in a specific market environment.However,it may also have a negative impact on consumers’ welfare caused by operators’ significant plundering of consumer surplus in order to maximize profits,It may even compress the price space of other competitors in the market,causing a series of anti-competitive effects such as competitive distortions.To conduct antitrust analysis of personalized pricing behavior,it is necessary to analyze the adverse impact of the behavior on market competition,accurately identify its illegality,and propose targeted solutions.In addition to the summary and introduction,this article can be divided into four parts,and the content of each part can be analyzed as follows:The first part describes the current situation and basic concepts of personalized pricing behavior,analyzes the causes of this behavior,and accurately defines personalized pricing behavior,distinguishing between personalized pricing behavior based on data algorithm technology or dynamic pricing behavior based on changes in the market environment.From an economic perspective,personalized pricing behavior can be identified as a kind of price discrimination behavior conducted by operators using algorithmic technology to maximize economic benefits.Price discrimination behavior itself is not prohibited,and it only needs to be regulated when it eliminates or restricts competition and has adverse effects on the normal order of the market.Therefore,it again defines the behavioral nature,legitimacy,and illegality of personalized pricing behavior on the platform.The second part mainly analyzes the current governance dilemma of China’s anti monopoly law regarding personalized pricing behavior.Starting from three perspectives: the determination of the dominant market position of the platform,the private litigation system of the anti monopoly law,and the current regulatory measures,it analyzes the shortcomings of the existing anti monopoly law in regulating personalized pricing behavior.The third part is mainly about learning from the antitrust regulatory experience of foreign countries on personalized pricing behavior,selecting four advanced countries or organizations such as the United States,the European Union,Japan,and Germany as representatives,analyzing their advanced regulatory experience,and summarizing them.In the fourth part,based on the actual situation in China,from three aspects: improving the identification method of market dominance,improving the private antitrust litigation system,and innovating and optimizing the existing regulatory model,we will improve the shortcomings of the current antitrust law on personalized pricing regulation,with a view to providing theoretical reference for improving the antitrust regulatory path of personalized pricing behavior,And provide a solid guarantee for maintaining a fair and competitive market order.