观点丨杨东：《互联网平台价格行为规则（征求意见稿）》的亮点与解读

Core Viewpoint - The regulation of pricing behavior on internet platforms is crucial in the context of the deepening digital economy, aiming to establish a systematic framework for price regulation, protect consumer and operator rights, and promote high-quality development of the platform economy [1][11]. Summary by Sections General Principles - The "Behavior Rules" outline the purpose, scope, and basic requirements for pricing behavior, which includes actions related to pricing by platform operators and internal operators, such as setting or changing prices, price marking, charging fees, and implementing subsidies [2]. Protection of Operators' Pricing Rights - The rules emphasize the legal protection of both platform operators' and internal operators' rights to set prices, encouraging innovation and quality improvement while ensuring fair competition [3][4]. Regulation of Price Marking Behavior - The rules require clear price marking for goods and services, addressing previous issues of price transparency in the platform economy, and mandate that different pricing for varying transaction conditions must be disclosed in advance [5]. Regulation of Price Competition Behavior - The rules support lawful market competition but prohibit practices that disrupt normal market order, such as selling below cost to eliminate competitors, and ensure that platform operators do not impose unreasonable pricing conditions on internal operators [6][7]. Consumer Price Rights Protection - The rules enhance consumer protection by regulating payment mechanisms and dispute resolution processes, ensuring that consumers are informed about payment options and can easily cancel services, while also encouraging platforms to establish online dispute resolution mechanisms [9].