跨期外部性、零售服务与转售价格维持  

Intertemporal Externalities, Retail Services and Resale Price Maintenance

作　　者：王自力[1] 何小钢 潘卫华 WANG Zi-li;HE Xiao-gang;PAN Wei-hua(Jiangxi University of Finance and Economics,Nanchang 330013,China)

机构地区：[1]江西财经大学规制与竞争研究中心/产业经济研究院,江西南昌330013

出　　处：《当代财经》2019年第2期14-24,共11页Contemporary Finance and Economics

基　　金：国家社会科学基金项目"转售价格维持(RPM)反垄断治理问题研究"(14BFX2096);国家自然科学基金项目"中国售后市场反垄断研究"(71663020);江西省人文社会科学重点研究基地招标课题"纵向约束反垄断问题研究"(JD1545);江西省人文社会科学重点研究基地招标课题"绿色技术创新诱发机制与规制政策研究"(JD17035)

摘　　要：在互联网经济条件下,很多产品并不具有"店选网购"特征,但制造商仍然对这些产品的零售价格进行限制(即转售价格维持),这是传统"搭便车"理论所无法解释的。引入跨期外部性是对传统理论的完善和拓展。在同一品牌被多零售商经销情况下,产品的重复消费特征会引起零售服务跨期外部性,导致零售服务供给不足,这一特征在网络零售条件下更为突出。转售价格维持通过提高零售商在尝试消费阶段的报酬,可以内化零售服务跨期外部性,激励零售服务水平达到最优,且其激励效果优于最低销售数量和固定销售区域等纵向约束手段。在零售服务中考虑跨期外部性的影响,使之前被认为是相互独立甚至是冲突的几个经典假说得以协调,为转售价格维持适用合理原则提供了进一步的理论支持。In the context of the Internet economy, many products do not have the characteristics of "shop-selected online shopping", but manufacturers still impose restrictions on the retail prices of these products(that is, the resale price is maintained), which cannot be explained by the traditional"free-riding" theory. To introduce the concept of intertemporal externalities is to improve and expand the traditional theories. In the case that the products of same brand are distributed by multiple retailers, the repeated consumption characteristics of the product will lead to the intertemporal externality of the retail service, resulting insufficient supply of retail services;this feature is more prominent under the conditions of online retail. The resale price maintenance can improve the retailer’s intertemporal remuneration and stimulate the retail service to achieve the best through increasing the retailer’s reward at the trial consumption stage, and the motivational effect is better than the minimum sales quantity, the fixed sales territory and other vertical restricting means. To take into consideration the impact of the intertemporal externalities during the retail services can coordinate the few classical hypotheses which were regarded as being independent and conflicting, so as to provide further theoretical support to the rational principle suitable for the resale price maintenance.

关 键 词：尝试消费 忠诚消费 跨期外部性 转售价格维持 

分 类 号：F062.9[经济管理—政治经济学]