捆绑销售模式下经营者利益保护的法律研究

Legal Research on the Protection of Operators’ Interests under the Bundle Sales Model

随着市场竞争的日益激烈和消费者需求的多样化,捆绑销售作为一种常见的经营策略,已经在商业活动中得到广泛应用。“捆绑销售”就是将两种以上商品捆绑起来销售的销售和定价方式,只有一个总的价格,要买只能买捆绑在一起的所有商品。目前的法律条款主要以保护消费者合法利益为核心目标,是现代经济法律体系中不可缺失的一部分。但随着2017年修改的《反不正当竞争法》中删除了禁止捆绑销售的条款,依据法无禁止即自由原则,其意味着国家对于市场经济中捆绑销售行为的默许与承认,从法律层面拓宽了经营者商品的营销模式及范围,进一步保障了经营者在适用捆绑销售时的合法利益。

With the increasingly fierce market competition and the diversification of consumer demand, bundle sales, as a common business strategy, have been widely applied in commercial activities. “Bundle sales” refers to the sales and pricing of bundling two or more products for sale, with only one total price. To buy, one can only buy all the products bundled together. The current legal provisions mainly aim to protect the legitimate interests of consumers and are an indispensable part of the modern economic legal system. However, with the amendment of the Anti-Unfair Competition Law in 2017, the clause prohibiting bundle sales was removed. According to the principle of freedom without prohibition, it means the state’s tacit approval and recognition of bundle sales in the market economy, expanding the marketing model and scope of operators’ goods from a legal perspective, and further ensuring the legitimate interests of operators when applying bundle sales.