暨南学报(哲学社会科学版)

作者：王慧群

单位：北京大学法学院。

关键词：平台反垄断,差异化定价,大数据杀熟,差别待遇,消费者福利

基金：国家社会科学基金重大项目“中国反垄断法全过程实施模式研究”(23&ZD159)。

现有关于平台差异化定价的讨论过于关注数据、算法要素,忽视了作为双边市场的平台在不同交易类型下定价权配置的差异性以及收费类型的多样性。对平台差异化定价的分析应当在平台信息聚合、在线广告、撮合交易、中介自营和其他五种业务的基础上,以具体交易和对应的收费类型为起点,对平台订阅/会员费差异化定价、广告费差异化定价、佣金比例差异化定价、商品/服务费差异化定价展开类型化讨论。针对不同的定价类型,应分别讨论该定价行为在反垄断法上所涉及的差别待遇、不公平高价、掠夺性定价等多种垄断行为。现有对平台差异化定价的讨论多集中于传统商品、服务的价格,忽视了对广告费、佣金比例、会员费等不同类型定价行为的讨论。实践中还需要重点关注具有市场支配地位的平台实施的以下行为:一是,通过补贴或红包抢占相邻市场且后期提价导致的潜在掠夺性定价问题;二是,过高的佣金比例导致的潜在不公平高价问题。鉴于平台差异化定价的复杂性,个案中竞争损害的判断应当以经济分析为前提,结合特定平台不同的收入结构,分析多个关联业务对成本、价格及消费者福利的综合影响,避免损害推断,且应细化和完善正当理由部分的规定,防止过度威慑。"/>template{display:none;}.mag-rich-xref-fn { cursor: pointer;}//长视频$(document).ready(function(){if($("#showLongArticleVideo") && $("#showLongArticleVideo").length && $("#showLongArticleVideo").length>0){mag_ajax_update({ele_id:'showLongArticleVideo',url:mag_currentQikanUrl() + "/CN/article/showLongArticleVideo.do?id="+$("#articleId").val()});}});$(document).ready(function(){window.metaData = {"journal":{"issn":"1000-5072","qiKanMingCheng_CN":"暨南学报（哲学社会科学版）","id":2,"qiKanMingCheng_EN":"Jinan Journal"},"fundList_cn":["国家社会科学基金重大项目“中国反垄断法全过程实施模式研究”(23&ZD159)。"],"article":{"keywordList_cn":["平台反垄断","差异化定价","大数据杀熟","差别待遇","消费者福利"],"juan":"46","zhaiyao_cn":"现有关于平台差异化定价的讨论过于关注数据、算法要素,忽视了作为双边市场的平台在不同交易类型下定价权配置的差异性以及收费类型的多样性。对平台差异化定价的分析应当在平台信息聚合、在线广告、撮合交易、中介自营和其他五种业务的基础上,以具体交易和对应的收费类型为起点,对平台订阅/会员费差异化定价、广告费差异化定价、佣金比例差异化定价、商品/服务费差异化定价展开类型化讨论。针对不同的定价类型,应分别讨论该定价行为在反垄断法上所涉及的差别待遇、不公平高价、掠夺性定价等多种垄断行为。现有对平台差异化定价的讨论多集中于传统商品、服务的价格,忽视了对广告费、佣金比例、会员费等不同类型定价行为的讨论。实践中还需要重点关注具有市场支配地位的平台实施的以下行为:一是,通过补贴或红包抢占相邻市场且后期提价导致的潜在掠夺性定价问题;二是,过高的佣金比例导致的潜在不公平高价问题。鉴于平台差异化定价的复杂性,个案中竞争损害的判断应当以经济分析为前提,结合特定平台不同的收入结构,分析多个关联业务对成本、价格及消费者福利的综合影响,避免损害推断,且应细化和完善正当理由部分的规定,防止过度威慑。","endNoteUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=EndNote&id=7128","reference":"","bibtexUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=BibTeX&id=7128","abstractUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/10.11778/j.jnxb.20240245","qi":"12","id":7128,"nian":2024,"bianHao":"1736415774328-943852318","zuoZheEn_L":"WANG Huiqun","juanUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2024","shouCiFaBuRiQi":"2025-01-09","qiShiYe":"17","qiUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2024/V46/I12","lanMu_cn":"法学·反垄断专题","pdfSize":"864","zuoZhe_CN":"王慧群","risUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=Ris&id=7128","title_cn":"反垄断法上平台差异化定价的类型化认定:定价权配置的视角","doi":"10.11778/j.jnxb.20240245","jieShuYe":"28","keywordList_en":["platform antitrust","price discrimination","big data price discrimination","discriminatory conducts","consumer welfare"],"endNoteUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=EndNote&id=7128","zhaiyao_en":"With the vigorous development of platforms and digital economies, Internet platforms have not only brought vitality to the economy but also posed serious challenges to the legal system, among which the issue of platform-based price discrimination is particularly the focus of the dispute. Existing discussions on platform price discrimination have focused heavily on data and algorithmic, neglecting the differences in pricing power allocation and the diversity of charging types in different transaction types within the platform as a two-sided market. This leads to an inability to answer in practice who the subjects implementing price discrimination are, the similarities and differences in price discrimination across different businesses, the impact of cross-network effects in different businesses on the effectiveness of price discrimination, and whether antitrust law should take a unitary or pluralistic adjustment path for price discrimination.In the context of platform pricing practices, a precise understanding of platform-based price discrimination necessitates a clear categorization of platform businesses into five distinct types: information aggregation, online advertising, transaction matching, intermediary self-operation, and others. Then, this paper identifies corresponding price discrimination behaviors for each category based on specific transactions and fee structures: price discrimination for platform subscriptions/membership fees, price discrimination for advertising fees, price discrimination for commission ratios, price discrimination for product/service fees, and price discrimination for additional charges. From a legal regulation perspective, the intricate nature of price discrimination practices requires more than mere adjustments for isolated monopolistic actions, as this approach often leads to inadequate oversight. It is essential to analyze various monopolistic behaviors pertinent to antitrust law, including differential treatment, unfair pricing, and predatory pricing, about different pricing types. When assessing these behaviors, the cross-network effects across diverse platform businesses must be evaluated for their overall impact on consumer welfare. 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来源：2024年第12期

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