平台应慎用定价干预权

Core Viewpoint - The article discusses the controversy surrounding Ctrip's unilateral price adjustments for hotel rooms without merchant consent, highlighting the broader issue of pricing power in the digital economy [2][4]. Group 1: Pricing Power and Market Dynamics - Ctrip utilizes an internal program called "Price Adjustment Assistant" to automatically lower hotel prices if they are found to be higher than competitors, which merchants argue disrupts their business operations [2]. - The issue of pricing power raises questions about whether it belongs to the merchants, platforms, or the market itself, with merchants asserting that they should control pricing as the providers of products and services [2][3]. - The relationship between platforms and merchants is complex, as platforms act as market organizers and control access to consumers, which can indirectly affect merchants' pricing capabilities [2][3]. Group 2: Platform Pricing Strategies - Platforms exhibit diverse pricing control strategies, including direct pricing for self-operated businesses, reference pricing that merchants feel pressured to follow, and minimum price requirements that can create unfair competition [3]. - In the case of Ctrip, the price adjustments made to avoid customer loss fall between reference pricing and minimum pricing, where merchants can refuse but often feel compelled to comply to maintain visibility [3]. Group 3: Impact on Quality and Market Competition - Merchants facing excessive price pressure may resort to cost-cutting measures, leading to a decline in product quality, which poses risks to consumers and distorts the market [4]. - Over-intervention by platforms in pricing can stifle innovation and competition, potentially leading to algorithmic collusion and implicit monopolies [4]. Group 4: Recommendations for Fair Practices - It is essential to delineate between reasonable price interventions and overreach by platforms, emphasizing the need for transparency in pricing mechanisms and compliance review processes [5]. - The ongoing struggle between platforms and merchants raises critical questions about fairness in the digital economy, necessitating careful consideration of pricing authority and boundaries [5].