为平台价格行为提供明确指引 ——国家发展改革委有关负责同志就《互联网平台价格行为规则(征求意见稿)》答记者问 《人民日报》(2025年08月24日 第 04 版) 为贯彻落实党中央、国务院决策部署，促进平台经济健康发展，国家发展改革委、市场监管总局、国家 网信办联合起草了《互联网平台价格行为规则(征求意见稿)》(以下简称《行为规则》)，近日公开征求 社会意见。国家发展改革委有关负责同志就此回答了记者提问。 记者：《行为规则》出台的背景是什么？ 答：近年来，我国平台经济快速发展，在赋能实体经济、发展新质生产力、满足人民生活需要等方面发 挥了积极作用。平台经济领域涉及的经营者众多，其价格行为关系消费者切身利益，受到广泛关注。价 格法、反不正当竞争法、电子商务法、消费者权益保护法等法律法规从不同角度对经营者价格行为作出 一般性规定，但在平台经济领域如何更好落实，还需要进一步细化实化监管要求，构建透明、可预期的 常态化价格监管机制，引导经营者依法合规经营。为此，国家发展改革委、市场监管总局、国家网信办 在征求有关部门、地方、平台经营者和平台内经营者、经济和法律领域专家、消费者、社会团体意见基 础上，研究起草了《行为规 ...

（文章来源：人民日报） 据了解，此次公开征求意见时间为2025年8月23日至9月22日。社会各界人士可通过网络等方式提出意 见。公众可登录国家发展改革委门户网站首页"互动交流"板块，进入"意见征求"专栏，或者登录市场监 管总局门户网站首页"互动"板块，进入"征集调查"专栏提出意见建议。 本报北京8月23日电 （记者刘志强）为深入贯彻党中央、国务院决策部署，促进平台经济健康发展，国 家发展改革委、市场监管总局、国家网信办联合起草了《互联网平台价格行为规则（征求意见稿）》， 向社会公开征求意见。 近年来，我国平台经济快速发展，在赋能实体经济、发展新质生产力、满足人民生活需要等方面发挥了 积极作用。平台经济领域涉及的经营者众多，其价格行为关系消费者切身利益，特别是价格标示、大数 据定价等受到广泛关注。为营造有序竞争、公平竞争的市场环境，保护经营者和消费者合法权益，现行 法律法规对经营者价格行为作出一般性规定，但在平台经济领域如何更好落实，还需要进一步细化实化 监管要求，引导经营者依法合规经营。 ...

随着数字技术的飞速发展，平台经济已成为国民经济的重要组成部分，其对经济增长的贡献日益凸 显。从电子商务平台的蓬勃发展到数字金融的创新突破，从在线教育、远程医疗等数字服务的普及到虚 拟商品、数字内容的消费热潮，平台经济正以多元化的形态分布到生产、流通、消费等各个环节，平台 打破地域限制，链接生产和消费，极大地促进了商品的流通和交易效率，为经济增长注入强劲动力。 在平台经济快速发展的过程中，一些不规范的价格行为也不断出现，损害了消费者和经营者的合法 权益、扰乱了市场价格秩序，也影响了平台企业健康发展。规范平台经济中的价格行为，确保价格的真 实性和合理性，成为当前亟待解决的问题。为此，国家发展改革委、市场监管总局、国家网信办联合发 布了《互联网平台价格行为规则（征求意见稿）》（以下简称《行为规则》）。 《行为规则》融合了相关法律制度对价格的一般性规定，也充分展现了平台领域价格的特殊性规 定。 一、以多种方法调整和规范平台价格行为 《行为规则》对价格行为的规范从多个视角展开：既包括强制性规范、禁止性规范，也包括倡导性 规范，甚至融入了柔性监管措施。 强制性规范体现在价格行为的基本要求上。平台经济与现实经济一样，都需要 ...

规范价格行为、推动公开透明 促进平台经济高质量发展 ——详解《互联网平台价格行为规则（征求意见稿）》 为贯彻落实党中央、国务院决策部署，促进平台经济健康发展，国家发展改革委、市场监管总局、国家 网信办联合起草了《互联网平台价格行为规则（征求意见稿）》，公开征求社会意见。为何出台该行为 规则？行为规则重点包括哪些内容？国家发展改革委有关负责人23日进行了解读。 问：行为规则出台的背景是什么？ 答：近年来，我国平台经济快速发展，在赋能实体经济、发展新质生产力、满足人民生活需要等方面发 挥了积极作用。 平台经济领域涉及的经营者众多，其价格行为关系消费者切身利益，受到广泛关注。价格法、反不正当 竞争法、电子商务法、消费者权益保护法等法律法规从不同角度对经营者价格行为作出一般性规定，但 在平台经济领域如何更好落实，还需进一步细化实化监管要求，构建透明、可预期的常态化价格监管机 制，引导经营者依法合规经营。 为此，国家发展改革委、市场监管总局、国家网信办在征求有关部门、地方、平台经营者和平台内经营 者、经济和法律领域专家、消费者、社会团体意见基础上，研究起草了行为规则。 问：制定行为规则的总体思路是什么？ 答：行为规则坚 ...

《行为规则》坚持促进发展和监管规范并重，事前引导和事中事后监管相结合，根据现行法律法规规 定，保持监管制度的稳定性，着力规范价格行为、推动公开透明、增强各方协同，保护经营者和消费者 合法权益，促进平台经济健康发展。 一是规范价格行为。围绕大数据定价、价格补贴、价格诚信等方 面，依法规范平台经营者、平台内经营者价格行为，对经营者自主定价、价格竞争等提出明确行为规 范，营造有序竞争、公平竞争的市场环境。 二是推动公开透明。要求平台经营者、平台内经营者严格 遵守明码标价规定、提高价格规则透明度、及时公示收费变更情况，更好接受社会监督。 三是增强各 方协同。结合平台经济领域价格行为特点，综合运用有关法律法规关于价格行为的规定，充分发挥政府 部门、行业协会和平台经营者作用，形成协同共治良好局面。 据介绍，《行为规则》第四章围绕"规范价格竞争行为"这个主题，对低价倾销、价格歧视、价格欺诈、 价格串通、哄抬价格等不正当价格行为在平台经济领域的认定标准作出细化规定，防止无序竞争扭曲资 源配置和价格信号。一是维护价格竞争秩序。规定平台经营者不得强制或者变相强制平台内经营者按照 其定价规则，以低于成本的价格销售商品，扰乱市场竞争 ...

记者丨 王峰 编辑丨陈洁 国务院新闻办公室8月22日举行"高质量完成'十四五'规划"系列主题新闻发布会，介绍"十四 五"时期市场监管高质量发展成就。 平台经济在我国发展得很快，但是也存在一些比如算法滥用、不正当竞争等问题。 市场监管 部门如何既当好"监管员"管住乱象，又当好"服务员"促进行业健康发展？ 国家市场监督管理总局副局长、国家标准化管理委员会主任邓志勇在回答21世纪经济报道记者 上述提问时说，我国平台经济正处于转型发展的关键时期，过去五年中，数字技术与各行业加 速融合，新业态新模式不断涌现，虽带来了新的增长点，但流量优先、算法滥用、竞争失序等 潜在风险也影响了平台经济健康发展。市场监管总局坚持管促结合、刚柔并济，维护网络交易 秩序、净化网络市场环境。 出品丨21财经客户端 21世纪经济报道 编辑丨江佩佩 实习生沙昕湲 视频丨 许婷婷 市场监管总局：综合治理"幽灵外卖"、虚假声称等突出问题 市场监管总局答21：督促全面取消"仅退款"，对平台乱象出重拳 SFC 21君荐读 一是把规矩"划清楚"。 把握鼓励创新和规范发展的平衡点，构建促进平台经济有序竞争创新 发展的政策体系。出台《网络交易监督管理办法》《网 ...

21世纪经济报道记者王峰北京报道 国务院新闻办公室8月22日举行"高质量完成'十四五'规划"系列主题新闻发布会，介绍"十四五"时期市场监管高质量发展 成就。 一是把规矩"划清楚"。把握鼓励创新和规范发展的平衡点，构建促进平台经济有序竞争创新发展的政策体系。出台《网络交易监督管理办法》《网络交易执 法协查暂行办法》《自然人网店管理规范》等规则，提升监管执法效能。推动反垄断法、反不正当竞争法完成修订，配套出台《关于平台经济领域的反垄断 指南》《网络反不正当竞争暂行规定》，明确平台经济领域竞争规则。成立全国平台经济治理标准化技术委员会，加快制定相关国家标准，强化标准引领、 加强行业自律。 二是对乱象"出重拳"。会同相关部门持续开展网络市场监管专项行动，共督促平台删除违法商品信息454.1万条，责令停止平台服务网店5.8万个次，查处涉 网类案件10.5万件。突出强化直播电商乱象治理，加大违规行为监测处置力度，查办"三只羊""东北雨姐"等直播电商领域重大案件。督促网络交易平台全面 取消"仅退款"、解除"自动跟价""强制运费险"等不合理限制、提升收费合理性和透明度，要求外卖平台规范促销行为、理性参与竞争、共建良好生态。 ...

Core Insights - The provincial government emphasizes the importance of platform economy innovation to foster new productive forces and enhance high-quality economic development [1] Group 1: Economic Development Strategy - The government aims to stabilize employment, enterprises, markets, and expectations while seizing policy opportunities [2] - There is a focus on deepening the integration of digital and physical economies, promoting technological and industrial innovation [2] Group 2: Technological Innovation - The government encourages the acceleration of innovation results transformation and iterative application [2] - Emphasis is placed on continuous promotion of technological, model, and scenario innovations [2] Group 3: Market Expansion and Regulation - Support for consumption platform enterprises to explore market potential and expand consumer demand is highlighted [2] - The establishment of a normalized regulatory mechanism to ensure orderly competition and enhance quality in platform enterprises is required [2]

Core Viewpoint - The platform economy is currently trapped in a "low-price competition" and "subsidy war" dilemma, necessitating urgent solutions to transition towards healthy competition focused on efficiency and service [1][23]. Group 1: Investigation Initiatives - The "Breaking 'Involution' and Reshaping Ecology" investigation action was initiated by the Digital Economy New Media & Think Tank Network Economic Society to promote healthy development in the platform economy [1][23]. - This investigation follows the significant achievements of last year's "Refund Only" investigation, aiming for a more comprehensive and in-depth analysis [1]. Group 2: Expert Involvement - The investigation involves collaboration with university professors, associations, think tank experts, investors, lawyers, and analysts to deeply interpret the "involution-style" competition in the platform economy [9]. - A report titled "2025 Platform Economy 'Anti-Involution' Analysis Report" will be published as a result of this investigation [9]. Group 3: Key Issues Identified - The investigation highlights several practical challenges in applying core legal principles, such as the difficulty in cost recognition for predatory pricing and the ambiguity in defining market dominance in a two-sided market [11][12]. - Issues related to algorithmic collusion and the challenges of proving such behavior under current antitrust laws are also emphasized [13]. Group 4: Legal Gaps and Recommendations - There is a lack of clarity in recognizing data abuse and data monopoly, which hampers effective enforcement against platforms that utilize data advantages to stifle competition [14]. - Recommendations include refining platform economy-specific regulations, enhancing data and algorithm governance, and optimizing enforcement mechanisms and liability systems [18][19][20]. Group 5: Focus Areas of Investigation - The investigation will focus on various sectors, including retail e-commerce platforms (e.g., JD.com, Taobao, Douyin), local life (instant retail) platforms (e.g., Meituan, Ele.me), cross-border e-commerce platforms (e.g., Amazon, AliExpress), ride-hailing platforms (e.g., Didi Chuxing), and online travel platforms (e.g., Ctrip, Qunar) [24][32].

Core Viewpoint - The platform economy in China is currently facing severe "involution" characterized by low-price competition and subsidy wars, necessitating a comprehensive investigation and reform to promote healthy development [1][31]. Group 1: Characteristics of "Involution" in Platform Economy - The competition manifests in extreme price wars, with practices like "one penny flash sales" in community group buying and "0 yuan rides" in ride-hailing becoming commonplace, leading to negative profit margins for many platforms [11]. - There is intense internal competition for traffic, with advertising costs on e-commerce platforms rising by 40% over three years, and user retention rates on short video platforms dropping to around 30% due to low-quality content [12]. - The homogeneity of business models is evident, with over 80% of live-streaming platforms using similar low-price strategies, and local service platforms showing a 75% overlap in functionalities [13]. - Monopolistic competition is highlighted by major platforms imposing "choose one from two" clauses on over 60% of core merchants, squeezing smaller platforms' market share to below 15% [14]. Group 2: Root Causes and Core Contradictions - The deep-rooted issues include chaotic capital expansion, with 70% of funding in 2023 directed towards price subsidies and only 15% towards technological research and development [15]. - There is a lack of innovation capability, with an average R&D investment intensity of 3.2%, significantly lower than the 8% seen in international giants [15]. - Regulatory lag is a concern, with inefficient cross-regional supervision and lengthy identification processes for new competitive behaviors [15]. - The conflict between short-term traffic and long-term value is evident, as 90% of platforms focus on user growth at the expense of technological accumulation [16]. - The imbalance between platform dominance and ecosystem balance results in major platforms extracting excessive profits while reducing merchant profits to 60% of the industry average [16]. - Low-price competition has led to a 30% exit rate of small and micro enterprises from the market, adversely affecting employment [17]. Group 3: Negative Impacts of "Involution" - The profitability of platforms is collapsing, with 12 out of 15 major platforms reporting a year-on-year decline in net profits in 2023, and an average asset-liability ratio rising to 65% [18]. - Innovation motivation is dwindling, with R&D investment ratios decreasing for three consecutive years and a 18% drop in patent numbers [18]. - The supply chain is suffering, with 30% of agricultural suppliers reducing planting areas due to price pressures, and manufacturing firms lowering raw material standards by 15% [19]. - Employment quality is declining, as delivery workers are working over 12 hours daily with an 8% decrease in income, while the closure rate of small businesses has risen by 22% [19]. - The misallocation of resources is severe, with ineffective subsidies in the platform economy exceeding 500 billion yuan in 2023, equivalent to the R&D investment of three medium-sized cities [20]. - Tax base erosion is evident, with tax revenue losses in the platform economy estimated to account for 12% of the industry's taxable amount [21]. Group 4: Pathways to Resolution and Key Measures - Platforms are encouraged to adopt transformation strategies, such as investing 20 billion yuan in smart warehousing to enhance delivery efficiency by 40% [22]. - Collaborative governance solutions include establishing price self-discipline mechanisms, with 78% of platforms signing compliance agreements [24]. - Innovative regulatory measures are being implemented, including a dynamic negative list for platform competition that clarifies 20 prohibited behaviors [27]. - A balanced regulatory framework is proposed, allowing start-ups a three-year trial period while enforcing stricter compliance checks on major platforms [28].