“贵州茅台反垄断案”中市场界定和纵向约束问题研究

发布时间：2018-06-19 20:48

本文选题：市场界定 + 纵向约束　；参考：《广东财经大学》2014年硕士论文

【摘要】：本文由贵州茅台受到反垄断制裁一案引发思考，从横向市场和纵向市场两方面考虑了贵州茅台的反垄断问题。横向市场中重点考察贵州茅台的相关产品市场界定，利用SSNIP测试法的改进方法——临界损失分析法界定出贵州茅台的相关市场是包括贵州茅台在内的八家酒企，并计算得出此市场的市场集中度较高，属极高寡占型，具有较高的进入壁垒。在纵向市场中考察了贵州茅台对下游零售商采取的纵向约束行为，因其在横向市场上占有超高的产品优势，故零售商与贵州茅台的谈判力对比悬殊，贵州茅台可纵向控制零售商，，本文重点研究了其纵向约束中的转售价格维持。并利用图解分析出贵州茅台的转售价格维持行为损害了消费者福利和社会福利。根据全文的研究结论，本文提出了相应的对策建议，涉及政策层面、零售商层面和法规层面三方面。本文采取文献及理论研究和实证分析相结合的研究方法，并具有一些可能的创新之处：①从横向市场和纵向市场产业链的角度对贵州茅台所处的市场环境进行了细致分析，弥补了当前反垄断视角针对特定产业分析的缺乏。②对横向市场结构与纵向市场中的纵向约束进行了关联分析，进一步充实了相关理论研究。
[Abstract]:In this paper, the antitrust problem of Moutai in Guizhou is considered from two aspects of horizontal market and vertical market, which is caused by the case of anti-monopoly sanction in Moutai, Guizhou. In the horizontal market, we focus on the market definition of relevant products in Moutai, Guizhou. By using the improved method of SSNIP test, the critical loss analysis method, we can conclude that the relevant market of Moutai in Guizhou is eight wine enterprises including Moutai in Guizhou. The results show that the market concentration is high and the market is oligopoly with high barriers to entry. In the vertical market, the vertical restraint behavior adopted by Guizhou Maotai to the downstream retailers is investigated. Because of its super-high product advantage in the horizontal market, the bargaining power between the retailer and the Guizhou Moutai is very different. Guizhou Maotai can control the retailer vertically. This paper focuses on the resale price maintenance in the longitudinal constraint. The resale price maintenance behavior of Moutai in Guizhou province is analyzed by graphic analysis, which damages consumer welfare and social welfare. According to the conclusion of the paper, this paper puts forward corresponding countermeasures and suggestions, including policy level, retailer level and regulation level. This paper adopts the research method of combining literature and theoretical research and empirical analysis, and has some possible innovations. The paper makes a detailed analysis of the market environment of Moutai in Guizhou from the perspective of horizontal market and vertical market industrial chain. It makes up for the lack of current antitrust analysis for specific industries. 2. This paper analyzes the relationship between the horizontal market structure and the vertical constraints in the vertical market, and further enriches the relevant theoretical research.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F203;F426.82

【参考文献】