转售价格维持与批发价格决策的组合效应——基于空间价格歧视模型的研究

Resale Price Maintenance and Wholesale Pricing——A Spatial Price Discrimination Model

本文基于空间价格歧视模型,研究转售价格维持(RPM)和批发价格纵向组合的利润与福利效应。研究表明,上游企业采取纵向价格组合,总能获得更高利润,并提高社会福利;下游市场竞争程度较低时,实施这一组合甚至提高消费者剩余。比较RPM下限与上限发现,RPM下限不仅对应更大上游企业利润,在下游市场竞争程度较低时还对应更大社会总福利与消费者剩余。本文建议二者都应适用合理推定原则,反垄断执法机构需要加强对RPM竞争效应的评估和分析。

We study the profit and welfare effect of RPM(resale price maitenance)in the model of spatial price discrimination. In our model, the upstream firm makes decisions of optimal wholesale price and RPM simultaneously, jointly using them as vertical tools. The results show that simultaneous adoption of the optimal wholesale price and RPM floor or ceiling always improves the upstream profits of firms facing any level of competition in the downstream market. Meanwhile, social welfare also increases. Both the RPM floor and ceiling would even increase consumer surplus if the downstream market were less competitive. The RPM floor can induce not only higher profits compared to the RPM ceiling, but also higher consumer surplus and social welfare. We suggest that a rule of the reason approach should be applied to both the RPM floor and ceiling.