奢侈品转售价格维持分析及反垄断

Analysis of the Resale Price Maintenance of Luxury Goods and Antitrust

传统的对转售价格维持的分析基于"理性人"的假设,学者们在需求规律的基础上提出了转售价格维持的"经销商服务理论"。奢侈品行业呈现"价格越高,购买越多"的独特现象,对传统的转售价格维持经济学分析提出了新的挑战。从市场和消费者两个角度考量,一方面,转售价格维持有助于维持奢侈品的稀缺性和高端形象,同时通过维持高价满足消费者的炫耀性心理,并向消费者传递品质信息;另一方面,行为经济学为消费者的奢侈品购买行为提供了有力的解释。总之,奢侈品的转售价格维持具有合理性,不应简单禁止,应执行适当的反垄断豁免。

Traditional analysis of resale price maintenance is based on the hypothesis of ＂ra- tional man＂, and scholars have proposed the ＂distributor service theory＂ of resale price mainte- nance on the basis of the law of demand. The industry of luxury goods has the unique feature of ＂the higher the price, the more purchase will be＂, which give challenges to the economic analysis of traditional resale price maintenance. The paper studies the question from market and consumer angles. On the one hand, resale price maintenance is an effective way to maintain the scarcity and high- end image of luxury goods. By selling them at a high price, the conspicuous consumption psychology of consumers can be satisfied, and the signal of high quality can be passed to consum- er. On the other hand, behavioral economics provides strong explanations for customers＇ behavior of purchasing luxury goods. In a word, the resale price maintenance of luxury goods should not be banned easily and appropriate antitrust exemption should be implemented.