互联网平台烧钱补贴行为法律规制的困境及对策

The dilemma and countermeasures of legal regulation of Internet platform’s money-burning subsidy

烧钱补贴是互联网平台为抢占市场份额采取的常见价格策略,平台烧钱补贴行为对市场竞争具有两面性,容易对消费者利益、市场竞争秩序等产生较大影响。目前,对互联网平台烧钱补贴行为应否规制以及如何规制存在较多争议,既不能因噎废食、绝对禁止,也不能放任不管、无序发展。对该类行为的法律规制还存在理念不明确、法律适用竞合、社会协同薄弱以及规制手段不足等问题,建议以回应型规制理念为指导,通过精准选择法律依据、科学构建协同规制模式、创新多重规制手段等,实现互联网平台烧钱补贴行为的有效规制,营造公平竞争环境。

Money-burning subsidy is a common price strategy adopted by Internet platforms to seize market share,and there are two sides for platforms to take this measure,probably causing greater impact on consumer interests and market competition order.At present,there are many controversies about whether and how to regulate the subsidy behavior of Internet platforms by burning money.Taking into account the two sides of the platform’s money-burning subsidy measure,it can neither be absolutely prohibit it,nor left unattended.As there are many problems in the legal regulation of money-burning subsidy,such as overlapping of law application,weak social coordination,and poor regulatory effects,it is recommended to guide it with the concept of responsive regulation.Effective regulation ofmoney-burning subsidy behavior on the Internet platform's and a good and fair competition environment can be achieved through precise selection of legal regulatory,scientific construction of a collaborative regulatory model and innovative deployment of multiple regulatory methods.