Research on the Regulatory Issues of Algorithmic Personalised Pricing--Taking Ctrip Platform as an Example

Intelligent algorithms achieve dynamic price adjustment through real-time analysis of user behavioural data to maximize benefits. This algorithmic personalised pricing is based on information asymmetry, and when consumers are informed of the existence of one person, one price, this algorithmic personalised pricing of e-commerce platforms will damage consumer trust, cause a trust crisis, and shake the market order of the digital economy. The government should improve the existing legal framework, incorporate big data algorithmic regulations into the legal system, establish online and offline dual regulatory mechanisms, improve operational efficiency, and implement all-round regulation; the market should work with the government to improve the market access rules, based on the informed consent of consumers, to ensure information transparency and openness, and two-way choice, so as to ensure the stability of the digital economy market, and safeguard the rights and interests of consumers.