捆绑折扣行为的反垄断法规制研究

发布时间：2018-05-28 11:03

本文选题：捆绑折扣行为 + 反垄断法　；参考：《湘潭大学》2015年硕士论文

【摘要】：作为企业应对激烈的市场竞争的一种营销方式,捆绑折扣行为被广泛应用在经济生活中。捆绑折扣行为不等同于搭售行为、捆绑销售行为,与忠实折扣行为、赠品行为在物理表现方式上都存在着一定的差别。捆绑折扣行为具有节约生产成本、提高经济效率、增加购买者福利和社会总福利的有利效果,然而具有市场支配地位的企业实施的捆绑折扣行为可能会排除或者限制其他竞争对手以及危害市场竞争秩序的不利后果,同时也会侵犯购买者的合法权益。因此捆绑折扣行为应当被纳入到反垄断法的规制领域。纳入反垄断法规制领域的捆绑折扣行为有以下三个构成要件:企业滥用了其市场优势地位、产生了反竞争效果以及不存在合理的抗辩事由。随着经济的进一步发展市场竞争的日益激烈,有关捆绑折扣行为的案例越来越多,如“北京盛开体育有限公司限期整改案”。然而,我国现行的反垄断法对捆绑折扣行为这一制度的规制是缺失的。基于捆绑折扣行为对市场竞争的危害性和反垄断法的追求公正、公平、有序和效率的价值目标,因此有必要对捆绑折扣行为进行反垄断法的法律规制。作为反垄断法领域的领军者,美国反垄断法和欧盟竞争法对捆绑折扣行为都有较为成熟的前沿的理论研究、立法规定和法律实践,这对我国的捆绑折扣行为的反垄断法规制具有很强的指导意义。在借鉴欧美模式的基础上,从以下几个方面对如何规制捆绑折扣行为提出了立法建议:明确捆绑折扣行为违法的三大构成要件;确定捆绑折扣行为的认定原则——合理原则;确立捆绑折扣行为的认定方法——以“同等效率竞争对手”作为参考对象,采用“价格-成本测试法”;设立民事责任、行政责任和必要的刑事责任相结合的法律责任体系;最后规定捆绑折扣行为的抗辩事由。
[Abstract]:As a marketing method for enterprises to cope with fierce market competition, bundling discount is widely used in economic life. The behavior of bundling discount is not equal to the behavior of tying sale, the behavior of bundling sale, the behavior of faithful discount, and the behavior of gift are all different in physical expression. Bundling discounts have the advantages of saving production cost, improving economic efficiency, increasing buyer's welfare and total social welfare. However, the binding discount behavior of enterprises with dominant market position may exclude or restrict other competitors and harm the order of market competition, and at the same time will infringe on the legitimate rights and interests of buyers. So bundling discount should be brought into the domain of anti-monopoly law. The binding discount behavior in the field of anti-monopoly law has the following three constitutive requirements: the enterprise abused its market advantage position, produced the anti-competitive effect, and there is no reasonable defense reason. With the further development of economy, the market competition is becoming more and more fierce, and there are more and more cases about bundling discount, such as "Beijing blooming Sports Co., Ltd." However, the current anti-monopoly law in China is deficient in the regulation of binding discount. Based on the harm of bundling discount to market competition and the value goal of pursuing fairness, order and efficiency of antimonopoly law, it is necessary to regulate the behavior of bundling discount by law. As a leader in the field of antimonopoly law, American anti-monopoly law and EU competition law have both mature theoretical research, legislative provisions and legal practice on bundling discount. This is of great significance to the regulation of anti-monopoly law of binding discount in our country. On the basis of drawing lessons from European and American models, this paper puts forward legislative suggestions on how to regulate binding discount behavior from the following aspects: defining the three constitutive elements of illegal binding discount behavior, determining the principle of confirmation of binding discount behavior-reasonable principle; To establish the confirmation method of binding discount behavior-taking "equal efficiency competitor" as reference object, adopting "price-cost test law", establishing the legal liability system of combining civil liability, administrative liability and necessary criminal liability, and establishing the legal liability system of the combination of civil liability, administrative liability and necessary criminal liability. Finally, the defense of binding discount behavior is stipulated.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D922.294

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