論數位時代之垂直交易限制──以網路經銷限制為核心;A Study of the Vertical Restraints in the Digital Age: Focusing on Online Vertical Restraints

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題名:	論數位時代之垂直交易限制──以網路經銷限制為核心;A Study of the Vertical Restraints in the Digital Age: Focusing on Online Vertical Restraints
作者:	梁雅涵;Liang, Ya-Han
貢獻者:	產業經濟研究所
關鍵詞:	垂直交易限制;網路經銷限制;品牌內競爭;品牌間競爭;vertical restraints;online vertical reatraints;intrabrand competition;interbrand competition
日期:	2020-07-30
上傳時間:	2020-09-02 17:01:34 (UTC+8)
出版者:	國立中央大學
摘要:	由於電子商務的盛行，廠商越來越重視網際網路的行銷管道，同時也體認到該管道的影響力，因此透過各種方式進行行銷管道的分配，例如全面禁止經銷商於網路進行商品的販售、獨家授權一家經銷商專門經營網路行銷。廠商在追求利益最大化的過程中，不免忽略某些手段可能會牴觸法規範，可能致生傷害競爭之風險。再者，近年來演算法的發展，也有助於廠商進行決策分析，在其幫助之下為執法機關增添判斷違法的難易程度。過去，垂直交易限制從嚴格的當然違法原則，一路放鬆管制至今日的合理原則，原因在於其行為往往同時存在正面與負面評價，且兩者效果的強弱程度時常不分軒輊。然而，近年來競爭法的主流見解認為在品牌間競爭有足夠牽制力的情況下，適度的犧牲品牌內競爭，反而能促進品牌間競爭，因此允許廠商為垂直交易限制可為競爭帶來更好的效益。然而，在講求品牌價值創造、品牌經營與品牌形象建立的社會中，品牌間競爭強度較薄弱，而其主要的競爭可能來自於品牌內競爭，因此應回頭檢視主流見解，品牌內競爭並非毫無存在的必要，而針對垂直交易限制是否應持續往放鬆管制的方向前進，仍應有再行討論之必要。因此，本文就電子商務而生之網路經銷限制，與其他垂直交易限制之差異進行區別，而認其有相當特殊性需為差別對待。因而針對網路經銷限制之行為進行定性、討論其目的正當性、管制必要性，提出合理的審查標準，且針對不同情形應有不同的審查密度。透過本文，以期能夠重新檢視競爭法對於垂直交易限制之管制，是否仍要趨於放鬆管制之路線。 ;The internet has changed the way we live. It has dramatically revolutionized many different fields. In the business field, the internet has had a significant impact on trading pattern. It makes things easier. However, it also brings difficulties due to its derived problems need to be resolved. For instance, the development of algorithms can help firms to make decisions. At the same time, it becomes harder for law enforcement agencies to judge violations. Vertical restraints developed from per se illegal to loose rule of reason. Due to the reason that the evaluations of such behaviors have both positive and negative sides, and the effects of these two are often close in intensity. However, the mainstream view of the competition law believes that when the interbrand competition is sufficiently restrained, a moderate sacrifice of intrabrand competition can promote interbrand competition. However, in a society that emphasizes brand value, brand management and brand image establishment. The interbrand competition is relatively weak, so competition may mainly depend on the intrabrand competition. Therefore, we should review the mainstream view that the existence of intrabrand competition is not unnecessary. The purpose of this study was to distinguish the differences between online vertical restraints with other vertical restriaints, by considering its particularity, it needs to be treated differently. Therefore, it is necessary to define the behavior of online vertical restraints. Discuss the legitimacy of its purpose, the necessity of control, and further propose a reasonable scrutiny-standard, which has variable intensity corresponding to different situations.
顯示於類別:	[產業經濟研究所] 博碩士論文

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