电商平台“二选一”排他性交易的反垄断规制  

Anti-monopoly Regulation on the Either-or Exclusive Transaction of E-commerce Platform

作　　者：许丽 XU Li(School ofLaw,East ChinaNormalUniversity,Shanghai 200241,China)

机构地区：[1]华东师范大学法学院,上海市200241

出　　处：《中国流通经济》2022年第4期43-55,共13页China Business and Market

基　　金：国家社会科学基金青年项目“改革开放40年来中国重要经济立法的方法论研究”(19CFX064)。

摘　　要：“二选一”行为的本质是排他性交易,是电商平台获取优势地位的有效手段,其目的是最终实现市场独占。电子商务法、反垄断法、反不正当竞争法是规制电商平台“二选一”排他性交易的法律依据,但囿于相关法律条文本身的局限性,如《中华人民共和国反垄断法》第十四条和第十七条面临现实障碍,《中华人民共和国电子商务法》第二十二条和第三十五条缺乏理论基础,《中华人民共和国反不正当竞争法》第二条和第十二条无适用可能等,“二选一”行为在我国当前竞争法规制框架下难以受到法律制裁。构建演化博弈模型,对美团“二选一”案进行分析发现,“二选一”行为会导致市场单寡头竞争性垄断格局的形成,以反垄断法为核心进行规制是破局关键。在当前竞争法体系对电商平台“二选一”行为规制不足的情况下,应从行为豁免、事前控制、消费者保护、市场界定、相对优势制度引入等方面入手,完善反垄断法关于“二选一”排他性交易的规制规则。具体而言,就是在反垄断法修订中建立“二选一”白名单规则,完善“二选一”事前规制措施,加强“二选一”消费者隐私保护,引入“二选一”相对优势地位条款,优化“二选一”相关市场界定规则,提升反垄断规制协同力。The essence of either-or behavior is exclusive transaction,which is an effective way for e-commerce platform to obtain a dominant position;and its purpose is to achieve market monopoly. China’s E-commerce Law,Anti-monopoly Law and Anti-unfair Competition Law are the legal basis for regulating the exclusive transactions of e-commerce platforms. However,due to the practical obstacles faced by Articles 14 and 17 of the Anti-monopoly Law,the lack of theoretical basis for Articles 22and 35 of the E-commerce Law,and the possibility of application of Articles 2 and 12 of the Anti-unfair Competition Law,etc.,the either-or behavior is difficult to be punished by law under the current regulatory framework of China’s Competition Law. By constructing the game theory model and analyzing the either-or case of Meituan,it is concluded that the either-or behavior will lead to the single monopoly situation,and the regulation taking Anti-monopoly Law as the core is the key to solve the dilemma.Facing the lack of regulation on the either-or behavior of e-commerce platform in the current competition law system,we should start from such aspects as behavioral exemption,in-advance control,consumer protection,market definition,and the introduction of system with comparative advantage,and perfect regulations on the either-or behavior in Anti-monopoly Law.Specifically speaking,we should formulate the whitelist rules,perfect the in-advance regulation,strengthen consumer privacy protection,introduce comparative advantage clauses,and optimize relevant market definition rules to improve the coordination of anti-monopoly regulation.

关 键 词：平台经济 双边市场 “二选一” 滥用优势地位 排他性交易 反垄断法 

分 类 号：F724.6[经济管理—产业经济]