Abstract: The extensive application and integration of Internet and data processing technology aggravate the information asymmetry between business operators and consumers. In recent years, business operators frequently violated the legitimate rights and interests of consumers who are faced with great difficulties in protecting their rights due to the nature of concealment of such violation, difficulties in obtaining evidence and the high cost. In order to effectively regulate big data discriminatory pricing by law,it is necessary to improve the supervision initiative and enhance digital supervision of law enforcement agencies so as to create a legal environment for the development of e-commerce market; we should also strengthen business operators' obligations and responsibilities for information disclosure, supervision and honest operation; and consumer relief mechanisms should also be improved via smooth online relief channels, and by giviy full play to the supervisory role of the public.

Key words: big data discriminatory pricing, price discrimination, consummation rights, right to know, online discrimination resolution mechanism