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《大行》花旗:當局起草互聯網平臺價格行爲規則將規範平臺內卷行爲
花旗發表研究報告指,國家發展改革委、市場監管總局、國家網信辦日前宣佈聯合起草《互聯網平臺價格行爲規則(徵求意見稿)》,旨在完善現行法規,規範平臺營運商的定價機制,以確保公平競爭的市場環境及保護消費者權益。
花旗指出,今年以來各大電商平臺開展大規模補貼戰,過去數月當局進行一系列監管會議後,明確了規範電商平臺促銷策略的方向。是次文件提到包括電商平臺不得強迫商戶降價、現金返還、設定不高於其他平臺的價格,或啓用自動跟價、自動降價等系統,同時強調補貼促銷須公平透明,明確資格條件。
該行預測,爲維持市場份額及應對中國新消費觀念下用戶消費行爲轉變,相信各大電商平臺仍將保留一定程度的補貼,從而鞏固市場地位,但估計有助於促使平臺更規範地管理定價內卷行爲。
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