纵向价格限制的反垄断法理论与案例考察

The Antimonopoly Law Theory about Vertical Price Restraints and Relevant Case Studies

与其他垄断协议一样,纵向价格限制的反垄断分析也须经过两个步骤:在"垄断协议"的认定上,不能只看其对品牌内部竞争所产生的纵向限制,还需证明这种纵向限制有导致社会总产出减少的可能性;在豁免条件的考察上,需关注其能否产生"激励零售商提供售前服务、促销服务"的效率。我国已有的纵向价格限制案件的处理中,往往直接将其纵向效果作为认定垄断协议的依据,因而未能为其处理结果提供正确的论证。

The antimonopoly analysis on vertical price restraints consists of two steps： First, In the identifica- tion of monopoly agreements, the plaintiff have to prove not only the existence of intra-brand effects but also the pos- sibility of their horizontal effects which will reduce inter-brand competition and thus reduce the social total output.The second, As far as the application of the exemption conditions is concerned, focus should be on the possibility of im- proving pre-sale service and promotion service by retailers. In the relevant cases that have taken place in China, however, the authorities identified the practices of the parties as monopoly agreement solely on the basis of their in- tra-brand effects, which misled the direction of the antimonopoly analysis.