商业补贴之不正当价格竞争的法律解析  

Legal Analysis of Unfair Price Competition in Commercial Subsidies

作　　者：董成惠 Dong Chenghui(School of Law and Political Science,Guangdong Ocean University,Zhanjiang,Guangdong 524009,China)

机构地区：[1]广东海洋大学法政学院

出　　处：《西部经济管理论坛》2019年第3期90-96,共7页West Forum on Economy and Management

基　　金：2017年广东海洋大学科研启动费资助项目“网约车类共享经济法律机制的研究”(R17083);2017年广东海洋大学区域法治化治理与地方立法研究服务平台重点平台建设跃升计划项目(GDOU2017052609);2017年司法部国家法治与法学理论研究项目“共享经济法律机制研究”的阶段性成果(17SFB2040)

摘　　要：[目的/意义]因为商业补贴会扭曲本应建立在商品的性能、质量和价值等因素之上的效率竞争,诱使消费者偏离购物的本意,不去考虑商品的质量、性能和价值以及真正需求等重要的购物因素,导致过度消费或非理性消费。为维护消费者利益,对商业补贴进行法律分析,探讨规制商业补贴的法治路径具有重要意义。[方法/过程]通过对商业补贴的掠夺性定价、低价倾销、商业贿赂、附赠式有奖的法律分析,论证商业补贴不正当竞争性及其规制路径。[结果/结论]商业补贴作为一种促销行为,也是一种竞争策略,但商业补贴违反竞争法的基本原则和商业伦理道德,损害其他经营者的竞争利益,涉嫌亏本贱卖、附赠式有奖销售、商业贿赂等不正当价格竞争。因此,应规范商业补贴行为,维护公平的市场竞争秩序。[Purpose/meaning]Because commercial subsidies can distort efficiency competition that should be based on factors such as the performance,quality and value of goods,enticing consumers to deviate from the original intention of shopping,not considering the quality,performance and value of goods and real Important shopping factors such as demand lead to excessive consumption or irrational consumption.In order to safeguard the interests of consumers,it is of great significance to conduct legal analysis of commercial subsidies and explore the rule of law for regulating commercial subsidies.[Method/Process]Demonstrate the unfair competition of commercial subsidies and its regulatory path through the predatory pricing of commercial subsidies,low-cost dumping,commercial bribery,and bonus-style legal analysis.[Results/Conclusions]As a kind of promotion behavior,commercial subsidy is also a kind of competition strategy.However,commercial subsidies violate the basic principles of competition law and business ethics,and damage the competitive interests of other operators.It is suspected of losing money at a loss and possession.Award sales,commercial bribery and other unfair price competition.Therefore,commercial subsidies should be regulated to maintain a fair market competition order.

关 键 词：商业补贴 亏本贱卖 商业贿赂 

分 类 号：D922.29[政治法律—经济法学]