直播带货纵向价格垄断的形成与规制——以李佳琦陷“二选一”事件为例  

The formation and regulation of vertical price monopoly of live streaming sales——Taking Li Jiaqi’s“choose one between two”incident as an example

作　　者：靳景涛 JIN Jing-tao(School of Law,Huazhong University of Science and Technology,Wuhan,Hubei 430074)

机构地区：[1]华中科技大学法学院,湖北武汉430074

出　　处：《价格月刊》2024年第8期41-47,共7页

基　　金：中央高校基本业务经费文科重点项目“生态环境共同体构建及其法治保障研究”(编号:2021WKYXZD001)的阶段性研究成果。

摘　　要：从规范分析的角度看,“二选一”的行为已经构成垄断行为。李佳琦陷“二选一”事件的发生,展现出直播带货行业纵向价格垄断的行为,其原因在于带货主播方滥用话语主导权和商家亟须获客提高效益。以该事件为契机,中国法律体系应当重视带货主播的商业主体属性,在立法层面制定带货主播行业反垄断指南,出台带货主播行业执业规范;在执法层面建立执法主体联动机制,出台执法细则;在司法层面完善司法解释,提出司法建议,发布指导性案例与典型案例,以规制直播带货行业的纵向价格垄断行为。From the perspective of normative analysis,the behavior of“choose one between two”has constituted monopolistic behavior.The occurrence of Li Jiaqi’s“choose one between two”incident shows the vertical price monopoly behavior in the live streaming sales industry,which is due to the abuse of dominant discourse by the sales host and the urgent need for merchants to gain customers and improve efficiency.Taking this incident as an opportunity,the Chinese legal system should attach importance to the commercial subject property of sales hosts,formulate anti-monopoly guidelines for the live streaming industry at the legislative level,and introduce industry practice norms for sales hosts.We should establish a linkage mechanism between law enforcement bodies at the law enforcement level and issue law enforcement regulations,improve judicial interpretations at the judicial level,issue judicial recommendations,and publish guiding and typical cases to regulate vertical price monopolies in the live streaming e-commerce industry.

关 键 词：直播带货 纵向价格垄断 带货主播 法律规制 

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