姜荣欣 李鹏举

摘  要：随着商业模式的网络化、平台化、多元化发展，互联网企业间市场边界相对模糊，业务范围相互重叠，竞争领域不断扩展，竞争程度逐渐增强，电商平台“二选一”等限制交易行为成为当前多发的反竞争行为。然而电商平台“二选一”理论创新却严重滞后，已经影响到处理“二选一”问题的依法行政条件。法理基础要更新，经济学基础也要更新。近年来，随着电商平台“二选一”行为愈演愈烈，该行为越来越受到相关部门以及学者的关注。“二选一”行为的研究不单单涉及到法理研究，同样也涉及到有关经济学的研究。当前，电商平台“二选一”行为频繁发生，如何处理“二选一”行为却面临着重重困难，一是网络相关市场的界定问题，二是支配地位的认定问题，三是滥用支配地位的问题。这些问题不仅需要依靠法理基础的创新，也要以经济学的视角研究电商平台“二选一”问题。

关键词：电商平台“二选一”;反竞争效应;效率效应

中图分类号：F713.360    文献标识码：A

Abstract： With the development of networking， platforming， and diversification of business models， internet companies have relatively blurred market boundaries， overlapping business scopes， continuous expansion of competition areas， and increasing competition levels. E-commerce platforms“choose one”and other restrictions trading behavior has become a frequent anti-competitive behavior. However， the theoretical innovation of e-commerce platform“choose one out of two”is seriously lagging behind， which has affected the legal administrative conditions for dealing with the problem of choosing one out of two. The legal basis must be renewed， and the economics basis must be renewed. In recent years， as the“choose one”behavior of e-commerce platforms has become more and more fragmented， this behavior has attracted more and more attention from relevant departments and scholars. The research on the behavior of“choose one out of two”involves not only legal research， but also related economics research. At present， the“choose one”behavior of e-commerce platforms frequently occurs， but how to deal with the“choose one”behavior is facing many difficulties. One is the problem of defining the network-related market， the second is the issue of determining the dominant position， and the third is the abuse of the dominant position the problem. These issues not only need to rely on the innovation of the legal basis， but also study the issue of“choose one”of the e-commerce platform from the perspective of economics.

Key words： e-commerce platform“choose one”; anti-competitive effect; efficiency effect

0  引  言

“二選一”行为是中央经济工作处理反垄断与防止资本无序扩张的首要任务。目前对“二选一”行为的研究主要从反垄断法的适用性原则出发，部分学者从适用滥用市场支配地位的分析框架出发，具体可以从相关市场界定、市场份额分析、市场支配地位认定、滥用行为认定、竞争效果分析等角度论证“二选一”行为可能构成限定交易的垄断行为。上述研究框架从多角度分析“二选一”行为对市场竞争产生的影响，多数文献从规制竞争法着手，并分别从滥用市场支配地位、纵向垄断协议、滥用相对优势地位以及适用《电子商务法》等角度提出了规制路径。……