网络经济条件下掠夺性定价问题的构成标准研究——以美国法上的实践和理论为视角

The Study on the Constituting Stdandard of Predatory Pricing under the Circumstances of Internet Economy——From the perspective of U. S. practice and theory

掠夺性定价制度是反垄断法上最令人困惑的制度之一。从20世纪70年代开始,阿里达-特纳规则——如果价格低于平均可变成本,即构成掠夺性定价——成为主流的分析模式。但是博弈论的发展表明,在发生金融市场掠夺、信号策略等行为的情况下,高于成本的定价行为也可能构成掠夺性定价。在网络经济条件下,双边市场成为一种主流的商业模式,企业往往在某一边市场以低价、甚至免费的方式销售产品,而且产品的边际成本也经常为零。在这种经济模式下,阿里达—特纳规则显然不适用。艾德林教授认为,如果在位企业为了应对实质性进入市场的竞争者而大幅降价,从而使竞争者无法生存的话,就应当认为是构成了掠夺性定价。

predatory pricing is one system in anti-trust law which cause much confusion. From1970 s,the rule of Areeda-Turner——by comparing the price and average varable cost to determine predatory——became the maintream analysis approach. But the theory of game reveal that predatory pricing can be realized when financial predatory or signal stratagy happens. In internet economy,two-sieded market become the major business model,under which,company would provide products or service in one market with low or free price,and the margin cost is always is zero. The rule of Areeda-Turner should be abandoned in internet economy. Professor Edlin deems that predatory pricing is statisfied only if the incumbent reduce its price so great that its competitor could not survive in the market.