数字经济下相关市场界定面临的挑战及方法改进

Challenges and Method Improvement of Relevant Market Definition in Digital Economy

信息通信技术和数字技术的深度融合与广泛适用,推动着数字经济高速发展,催生各类新业态、新产业、新模式不断涌现,给市场竞争模式、产业组织结构以及经营者具体商业行为带来翻天覆地的变化。数字经济下以平台为中心的商业模式扩展了相关市场上以商品基础功能为主的商品功能叠加竞争,双边或多边市场下的跨市场竞争与融合以及非对称性定价结构等情况越来越复杂,给现行的以单边市场上商品单一功能及其价格变化为主的相关市场界定方法带来诸多挑战,现有相关市场界定方法的局限性凸显。为及时回应数字经济下相关市场界定问题,应在厘清相关市场界定基本逻辑的基础上,回归对用户需求替代变量的检视,在价格变量逐渐弱化的同时,将用户注意力、数据及商品质量视为相关市场界定中的重要变量,并结合用户需求替代发生的具体场景,重视个案中相关市场界定的精准化分析。数字经济领域市场竞争方式逐渐由传统价格竞争转向用户注意力竞争和数据竞争,对用户需求的精准把握和持续争夺在很大程度上决定了经营者在相关市场的竞争优势及其维持,经营者为了在注意力竞争中获取竞争优势,必须高度关注用户需求,不断优化升级商品质量,增值叠加商品功能,因此相关市场的界定必须考虑以用户需求替代为基础的用户可转向范围和数据转移成本,以体现数字经济下个性化、定制化、精细化特征对反垄断法适用的影响,同时凸显用户偏好在需求替代分析中的重要性。

The deep integration and wide application of information and communication technology and digital data technologypromotes the rapid development of digital economy,cultivates various new industries and new models,and brings earth-shaking changes to the market competition mode,industrial organization structure and the specific business behavior of operators.Under the background of digital economy,the platform-centered business model leads to the enhanced competition,and the more complicated cross-market competition and integration and the emergence of asymmetric pricing structure in bilateral and multilateral market,which brings many challenges to the current market definition method based on the commodity function and price in the unilateral market.The limitation of the existing related market definition is highlighted.In order to respond to the related market definition problems in the digital economy,it is suggested to return to the substitution analysis of user demand.While the price variable is gradually weakening,user attention,data and commodity quality constitute the important variables to be investigated in the relevant market definition.Based on this,it is necessary to pay attention to the accurate analysis of the relevant market definition in the case in combination with the specific scenarios of user demand substitution.Specifically,with the market competition mode in the field of digital economy gradually changing from traditional price competition to user attention competition and data competition,the accurate grasp and continuous competition of user demand have largely determined the competitive advantage and maintenance of operators in relevant markets.Therefore,in order to gain competitive advantage in the attention competition,operators must pay close attention to the user's needs,and constantly optimize and upgrade the quality of goods,and add commodity functions.So,the definition of relevant market should consider the user's diversion scope and data transfer cost based on the user's demand substitution,so as to reflectthe impact of personalized,customized and refined characteristicson the application of the anti-trust law in the digital economy,and highlights the increase of the weight of user preferences in the demand substitution analysis.