Research On Antitrust Issues Of Platform Personalized Pricin

With the development of the digital economy,the market share of the traditional economic model is gradually occupied by the platform economy,offline transactions gradually transferred to the online.When the consumers trade through the platform,they will inevitably expose their consumption preferences to the operators.It is a kind of price discrimination in essence that operators implement personalized pricing according to different consumption habits and consumption ability by analyzing the collected user information.Personalized pricing is hidden and difficult to be found,which will infringe upon consumers’ rights and interests,undermine the fairness and justice of market economy,restrict consumers’ choice and cause price discrimination.Not only the personalized pricing behavior shall be identified,but also the illegality thereof shall not be ignored.Due to the consequences of the influence of the scale of the platform on personalized pricing,the illegality of the personalized pricing of the platform shall not be generalized,and only the operators with a certain dominant market position may commit the personalized pricing behavior in violation of the law.Therefore,the anti-monopoly analysis of personalized pricing needs to identify whether the operator has the dominant market position,and then analyze its behavior specifically.Based on the basic concepts and characteristics of personalized pricing,this paper studies the double-sided impact of personalized pricing on platforms,and through theoretical analysis,restricts the violators to the operators with dominant market position.