Research on the Anti-Monopoly Legal Regulation of “Price Discrimination against Existing Customers” by Online Travel Platforms Based on Big Data

在线旅游平台凭借先进的数据分析技术，深度剖析消费者的消费行为、偏好及支付能力等多维度特征，构建起精准的用户画像，进而以此为依据，对不同消费者实行差异化定价。这种行为不仅剥夺了消费者公平交易的权利，使他们在不知情的状况下支付更高价格，遭受直接的经济损失，还严重破坏了市场原本应有的公平竞争环境，阻碍了市场的健康有序发展。本文通过分析大数据“杀熟”反垄断法规制的困境主要有相关市场和市场支配地位界定困难、正当性抗辩理由被滥用。最后提出规制建议，完善制约机制，对消费者实施信息披露制度，提升定价算法透明度。Online travel platforms, leveraging advanced data analysis techniques, deeply analyze consumers’ multi-dimensional characteristics such as consumption behavior, preferences, and payment capacity to construct precise user profiles. Based on these profiles, they implement differentiated pricing for different consumers. This behavior not only deprives consumers of their right to fair transactions, making them pay higher prices unknowingly and suffering direct economic losses, but also seriously undermines the fair competition environment that the market should have, hindering the healthy and orderly development of the market. This case, through analyzing the difficulties in regulating the anti-monopoly of big data “price discrimination against existing customers”, mainly points out the difficulties in defining the relevant market and market dominance, as well as the abuse of the justification defense. Finally, it puts forward regulatory suggestions, improves the restraint mechanism, implements an information disclosure system for consumers, and enhances the transparency of pricing algorithms.