双边市场的相关市场界定方法及应用研究

With the economic development and technological changes, many more products have two-sided nature in our daily life. Two-sided markets have network effect and feedback effect, which makes tipping more likely. The antitrust authorities have been keeping close eyes on the antitrust issues of two-sided markets in recent years. Relevant market definition is the key to antitrust policies. The special business model of two-sided markets makes it inappropriate to define relevant market using the methods which based on single-sided market logic. Now scholars at home and abroad seldom studied the issues of relevant market definition in two-sided markets. According to the type of two-sided markets, this project firstly expand the existing methods to corresponding two-sided markets surrounding by mathematical economic model and optimization methods. Secondly, we investigate the relationships among SSNIP test and its implement methods using scenario analysis in the context of two-sided markets. Finally, we study how to define relevant market in two-sided markets through a case study. Our research results will not only enrich and advance some theories of two-sided markets and antitrust economics, but also help the antitrust authorities to improve the relevant laws and regulations and define relevant market properly,so the project has important theory and practical values.

随着经济技术发展水平的提高，具有双边市场特性的产品已经非常普遍。双边市场所具有的网络效应和反馈效应使得双边市场容易形成垄断的市场结构，故近些年各国反垄断当局对双边市场的反垄断问题格外重视。相关市场界定是反垄断政策的基石。双边市场商业模式的独特性使得现有的相关市场界定方法不再适用于双边市场。目前双边市场的相关市场界定问题在国内外基本上均处于研究空白。本项目首先通过建立数理经济模型，借助最优化方法，将现有方法有针对性地拓展到不同类型的双边市场；然后考察双边市场背景下假定垄断者测试及其执行方法在不同情景下界定出的相关市场之间的联系；最后采用实证方法研究具体案例中的相关市场界定问题。本项研究不仅有望丰富和发展双边市场和反垄断经济学的相关理论，而且对各国反垄断当局完善有关法律法规、正确地界定双边市场的相关市场具有重要的指导价值，因而具有重要的理论和现实意义。

随着经济技术发展水平的提高，具有双边市场特性的产品已经非常普遍。由于双边市场所具有的网络效应和反馈效应通常会使企业出现两极分化，最终很可能产生一个垄断平台，所以双边市场近些年一直受到世界各国反垄断当局的密切关注。相关市场界定是反垄断政策的基石。由于双边市场具有独特的商业模式和经济技术特征，这使得现有的、基于单边市场逻辑的相关市场界定方法不再适用于双边市场。.本项目首先通过构建一个统一的分析框架，融合了现有的临界损失分析方法；然后通过放松一些假设条件，拓展了临界损失分析。其次，对于单边收费同向反馈的双边市场和单边收费逆向反馈的双边市场，研究发现通过巧妙的思路转换，可以将这两类市场的相关市场界定问题转换为单边市场的相关市场界定问题，然后利用相对比较成熟的单边市场的主流方法进行相关市场界定。再次，针对涉及免费产品的反垄断案件无法直接采用假定垄断者测试界定相关市场的问题，提出了假定垄断行为测试的解决思路；最后，通过3Q反垄断案，实证研究了双边市场的相关市场界定问题，即采用假定垄断行为测试和假定垄断者测试将备受关注的3Q反垄断案的相关市场界定为中国大陆的即时通讯软件市场。