摘要
拥有市场势力的厂商出于盈利的目的,以不同价格向不同消费者群体出售同一商品,这是经济领域普遍存在的差别定价现象。本文重点梳理了国内外近二十年来关于差别定价相关理论的研究进展,分类总结了在需求型差别定价(三级价格歧视)与成本型差别定价的分析框架下,消费者剩余、企业利润和社会福利的变化规律。差别定价是经营者对不同消费者群体实行差别待遇的主要手段,对其相关问题的细致探讨对于反垄断机构进行针对滥用市场支配地位行为的审查和认定具有十分重要的参考意义。一般条件下,需求型差别定价与统一定价相比容易造成资源错配,导致社会福利降低,而成本型差别定价与统一定价相比通常使得资源配置更为有效从而有助于提高社会福利。基于此,本文建议针对差别定价的反垄断审查应该区分需求型和成本型,对成本型差别定价采取更为宽容的审查政策。平台经济环境下,经营者使用数字技术能够更为便捷地获取关于消费者特征的信息。经营者利用这些信息可以为消费者提供更为精准有效的服务,但是同时也可以对消费者进行更为细致的市场划分,从而实施更为灵活的差别定价以榨取更多消费者剩余。针对平台经济的监管应该充分考量精准服务带来的资源配置效率增加和消费者剩余保护之间的平衡。
Profit-making businesses with market power sell the same commodity to different consumer groups at different prices, which is a common phenomenon of differential pricing in economic life. This paper reviews the literature on differential pricing in the past two decades, and summarizes results from studies that analyze consumer surplus, profit and social welfare under the framework of demand-based differential pricing(third-degree price discrimination) and cost-based differential pricing. Differential pricing, as the main means for businesses to discriminate against consumers, is essential for regulators to identify abuse of market power. In general, in comparison to uniform pricing, demand-based differential pricing can easily cause misallocation of outputs across markets and lead to lower social welfare, while cost-based differential pricing usually allocates outputs more efficiently and thus improves social welfare. Based on the literature, this paper suggests that antimonopoly review of differential pricing should distinguish between demand-based and cost-based types and adopt a more lenient policy towards cost-based differential pricing. As far as platform economy is concerned, businesses make use of big data to obtain information about consumer characteristics more easily. On the one hand, businesses can use this information to provide consumers with more accurate and effective services, but at the same time, they can use data to separate consumers more precisely, so as to make more flexible differential pricing to capture consumer surplus. The trade-off between allocation efficiency arising from targeting service and consumer surplus-enhancing outcome should be fully accounted for in the regulation of the platform economy.
作者
李建培
廉涛
张晚烛
LI Jianpei;LIAN Tao;ZHANG Wanzhu(School of Intemational Trade and Economics,University of Intemational Business and Economics,Beijing 10029)
出处
《管理学刊》
CSSCI
北大核心
2021年第2期21-37,共17页
Journal of Management
基金
国家自然科学基金项目(71973024)
对外经济贸易大学中央高校基本科研业务费专项资金(20YB06)
中国信息经济学乌家培资助计划优秀博士生团队资助(E19200686)。
关键词
需求型差别定价
成本型差别定价
三级价格歧视
个性化定价
消费者剩余
社会福利
反垄断审查
Demand-based Differential Pricing
Cost-based Differential Pricing
Third-degree Price Discrimination
Personalized Pricing
Consumer Surplus
Social Welfare
Antimonopoly Review
