“二选一”合约的经济解释——兼论电商平台改变了什么  

Economic Interpretation of“Choose One From Two”Contract--Also on What E-Commerce Platforms Have Changed

作　　者：周燕[1,2] 罗福源 种桦 Zhou Yan;Luo Fuyuan;Zhong Hua

机构地区：[1]中山大学中国公共管理研究中心,广东广州510275 [2]中山大学政治与公共事务管理学院,广东广州510275

出　　处：《学术研究》2023年第5期97-107,188,共12页Academic Research

基　　金：广东省教育厅项目“粤港澳大湾区科技政策选择及其影响研究”(99123-42900002);中山大学中国公共管理研究中心“十四五”基地自设项目“大湾区科技政策创新与扩散”的阶段性成果。

摘　　要：“二选一”合约又被称为“独家协议”“专营专销”“独家授权”或“独家合作协议”,是一种长时间、大范围、普遍存在的一种“排他性”合约安排。本文运用交易费用—合约中的“四二均衡”理论对来自传统和电商行业的四个企业案例进行分析,尝试厘清该合约条款的实质及其出现的原因,结果发现:(1)“二选一”是一种合约排他条款,它的出现主要是为了降低监管“渠道投入与使用程度”的交易费用。(2)“二选一”条款的出现必须满足两个条件:一是“二选一”条款提出者投入了大量资源建设渠道;二是节省的监管费用足够高,能给予条款接受者足够补偿,让缔约双方达成一致意见。(3)互联网技术改变了渠道的形式,但却并没有改变合约的实质,“二选一”合约条款在电商平台出现的原因、条件与传统行业完全相同。The“choose one from two”contract,also known as“exclusive dealing”“exclusive sales”“exclusive authorization”or“exclusive cooperation agreement”is a ubiquitous exclusive contractual arrangement which has existed for a long time.This paper uses the“four-two equilibrium”concept in transaction cost-contract theory to analyze four enterprise cases from traditional and e-commerce industries,attempting to clarify the essence of the contract terms and the reasons for their appearance.The results show that:(1)“choose one from two”is a contractual exclusion clause,and it is mainly used to reduce the transaction costs of monitoring the channel input and the usage degree.(2)the“choose one from two”clause requires two conditions to be met.For one thing,those who propose the“choose one from two”clause should have poured substantial resources into establishing channels.For another thing,the regulatory costs saved should be high enough to offer sufficient compensation,so that both parties can reach an agreement.(3)Although the e-commerce platform supported by the Internet technology has changed the forms of the marketing channel,the essence of the contract has not been changed.The reasons and conditions for the appearance of the“choose one from two”clause in the e-commerce industry are exactly the same as those in traditional industries.

关 键 词：交易费用 合约 “四二均衡” “二选一” 

分 类 号：F062.6[经济管理—政治经济学]