反壟斷法視野下的排名競(jìng)價(jià)問題研究
發(fā)布時(shí)間：2018-07-31 06:20
【摘要】：網(wǎng)絡(luò)時(shí)代,信息龐大復(fù)雜,人們獲取信息的渠道也多種多樣。隨著科技的發(fā)展、社會(huì)節(jié)奏的加快,人們對(duì)于信息更新速度的需求導(dǎo)致對(duì)搜索引擎的依賴性越來越嚴(yán)重、信任度也越來越高。搜索引擎商家正是抓住了時(shí)代的脈搏、掌握了人們需求的趨向,所以越來越多的搜索引擎商家利用人們的搜索習(xí)慣和廣大的網(wǎng)絡(luò)使用量創(chuàng)建了平臺(tái)。其中百度一直占據(jù)著領(lǐng)先地位,無論是從點(diǎn)擊量還是信息的容納量都遙遙領(lǐng)先于其他搜索引擎。這在給人們帶來無限利益的同時(shí)也引發(fā)了諸多問題。排名競(jìng)價(jià)問題就是其中一個(gè)不可回避的問題,其危害性也日益顯著。尤其是作為搜索引擎巨擘的百度,在占有市場(chǎng)支配地位以后為了維護(hù)自身的地位,獲取更大的利潤(rùn)空間,采取了排名競(jìng)價(jià)的模式,使得一些企業(yè)為了獲取潛在的交易機(jī)會(huì)而不得不采取競(jìng)價(jià)方式來獲取排名較好的頁面位置,一些優(yōu)質(zhì)的企業(yè)沒有參與競(jìng)價(jià)而被迫處在不利位置。最重要的是一些不具備資質(zhì)的企業(yè)通過競(jìng)價(jià)“魚目混珠”,人們基于對(duì)搜索引擎的信任搜索信息,結(jié)果得到的信息沒有及時(shí)地解決問題卻損害的是自身的利益,這種影響是多方面的,也違背了互聯(lián)網(wǎng)建立發(fā)展的初衷。排名競(jìng)價(jià)問題可以從多個(gè)法律角度進(jìn)行討論,本文主要是從反壟斷法的視角下進(jìn)行研究,探究排名競(jìng)價(jià)行為是否構(gòu)成壟斷、是否應(yīng)該由反壟斷法進(jìn)行規(guī)制以及如何進(jìn)行規(guī)制的問題。在引言中由最近關(guān)于百度搜索引擎排名競(jìng)價(jià)引發(fā)的熱點(diǎn)問題展開討論,得出需要反壟斷法規(guī)制的必要性,在之后的正文部分將首先簡(jiǎn)單介紹排名競(jìng)價(jià)的特點(diǎn)、由來及其運(yùn)行的模式,然后從反壟斷的角度出發(fā)去定性排名競(jìng)價(jià)這種行為,從相關(guān)市場(chǎng)的界定、市場(chǎng)支配地位的認(rèn)定、排名競(jìng)價(jià)行為的判斷標(biāo)準(zhǔn)是否屬于濫用市場(chǎng)支配地位這三個(gè)方面入手,分析如何界定相關(guān)市場(chǎng)、探討理論上認(rèn)定的困境以及雙邊市場(chǎng)和單邊市場(chǎng)的關(guān)系;市場(chǎng)支配地位的認(rèn)定方式和要素、影響市場(chǎng)支配地位的因素、濫用市場(chǎng)支配地位的行為的特殊性、判斷標(biāo)準(zhǔn)的合理性因素;如何認(rèn)定是否為濫用、其理論的支撐依據(jù)。最后通過對(duì)這幾方面的研究力求解決理論上的爭(zhēng)議問題,給出合理的建議,探索出反壟斷法規(guī)制排名競(jìng)價(jià)行為的新路徑。通過對(duì)排名競(jìng)價(jià)行為的分析,最后得出這種行為構(gòu)成了反壟斷法中的壟斷行為,需要進(jìn)行規(guī)制。并提出目前存在的問題和面臨的困境,給出合理的建議,從企業(yè)、用戶、搜索引擎服務(wù)商、法律等多個(gè)角度出發(fā),力求解決當(dāng)下存在的問題,合理地引導(dǎo)排名競(jìng)價(jià)行為,為政府在規(guī)制這種行為時(shí)提供建議、給企業(yè)在運(yùn)行上提出借鑒、同時(shí)對(duì)廣大網(wǎng)絡(luò)用戶在辨別信息時(shí)提供指導(dǎo),旨在消除排名競(jìng)價(jià)行為存在的弊端,合理得進(jìn)行引導(dǎo),維護(hù)網(wǎng)絡(luò)用戶的合法權(quán)益,創(chuàng)建一個(gè)良好的網(wǎng)絡(luò)服務(wù)運(yùn)行機(jī)制,營(yíng)造一個(gè)和諧、健康、安全的網(wǎng)絡(luò)環(huán)境。
[Abstract]:In the era of network, the information is huge and complex, and people have a variety of channels to obtain information. With the development of science and technology and the acceleration of social rhythm, people's demand for information update speed leads to more and more dependence on search engine, and the degree of trust is becoming higher and higher. Search engine merchants seize the pulse of the times and grasp the trend of people's needs, so more and more search engine merchants use people's search habits and the vast amount of network usage to create a platform. Baidu has been in the lead, far ahead of other search engines in terms of clicks and information. This brings unlimited benefits to people, but also causes a lot of problems. Ranking bidding is one of the unavoidable problems, and its harmfulness is becoming more and more obvious. In particular, Baidu, as a search engine giant, in order to maintain its position and gain more profit space, has adopted the model of ranking and bidding after taking the dominant position in the market. In order to obtain the potential trading opportunities, some enterprises have to take bidding to obtain a better ranking of the page position, some high-quality enterprises are not involved in the bidding and forced to be in a disadvantageous position. The most important thing is that some unqualified enterprises through bidding "mixed ball," people based on the search engine trust search information, the results of the information that did not solve the problem in time, but to the detriment of their own interests, This kind of influence is many respects, also violated the original intention that Internet builds development. The issue of ranking bidding can be discussed from several legal angles. This paper mainly studies from the perspective of anti-monopoly law to explore whether the ranking bidding behavior constitutes a monopoly. Whether it should be regulated by anti-monopoly law and how to regulate it. In the introduction, the hot issues caused by Baidu search engine ranking bidding are discussed, and the necessity of anti-monopoly law regulation is obtained. In the following text, the characteristics of ranking bidding will be briefly introduced. The origin and mode of its operation, and then from the perspective of anti-monopoly to qualitative ranking bidding this behavior, from the definition of relevant markets, market dominance of the determination, Whether the criterion of ranking bidding behavior belongs to the abuse of market dominant position, this paper analyzes how to define the relevant market, discusses the theoretical dilemma and the relationship between bilateral market and unilateral market; The ways and elements of market dominant position, the factors influencing market dominant position, the particularity of abusing market dominant position, the reasonable factor of judging standard, and the supporting basis of its theory. Finally, through the research of these aspects, we try to solve the theoretical disputes, give some reasonable suggestions, and explore a new way to regulate the ranking bidding behavior in anti-monopoly law. Through the analysis of the ranking bidding behavior, it is concluded that this behavior constitutes the monopoly behavior in the antitrust law and needs to be regulated. And put forward the existing problems and difficulties, give some reasonable suggestions, from the enterprise, users, search engine service providers, law and other angles, strive to solve the existing problems, reasonably guide the ranking bidding behavior, To provide advice for the government to regulate this behavior, to give enterprises in the operation of reference, while providing guidance to the vast number of network users in the identification of information, in order to eliminate the disadvantages of ranking bidding behavior, reasonable guidance, Maintain the legitimate rights and interests of network users, create a good network service operation mechanism, create a harmonious, healthy and secure network environment.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：D922.294
本文編號(hào)：2154699
[Abstract]:In the era of network, the information is huge and complex, and people have a variety of channels to obtain information. With the development of science and technology and the acceleration of social rhythm, people's demand for information update speed leads to more and more dependence on search engine, and the degree of trust is becoming higher and higher. Search engine merchants seize the pulse of the times and grasp the trend of people's needs, so more and more search engine merchants use people's search habits and the vast amount of network usage to create a platform. Baidu has been in the lead, far ahead of other search engines in terms of clicks and information. This brings unlimited benefits to people, but also causes a lot of problems. Ranking bidding is one of the unavoidable problems, and its harmfulness is becoming more and more obvious. In particular, Baidu, as a search engine giant, in order to maintain its position and gain more profit space, has adopted the model of ranking and bidding after taking the dominant position in the market. In order to obtain the potential trading opportunities, some enterprises have to take bidding to obtain a better ranking of the page position, some high-quality enterprises are not involved in the bidding and forced to be in a disadvantageous position. The most important thing is that some unqualified enterprises through bidding "mixed ball," people based on the search engine trust search information, the results of the information that did not solve the problem in time, but to the detriment of their own interests, This kind of influence is many respects, also violated the original intention that Internet builds development. The issue of ranking bidding can be discussed from several legal angles. This paper mainly studies from the perspective of anti-monopoly law to explore whether the ranking bidding behavior constitutes a monopoly. Whether it should be regulated by anti-monopoly law and how to regulate it. In the introduction, the hot issues caused by Baidu search engine ranking bidding are discussed, and the necessity of anti-monopoly law regulation is obtained. In the following text, the characteristics of ranking bidding will be briefly introduced. The origin and mode of its operation, and then from the perspective of anti-monopoly to qualitative ranking bidding this behavior, from the definition of relevant markets, market dominance of the determination, Whether the criterion of ranking bidding behavior belongs to the abuse of market dominant position, this paper analyzes how to define the relevant market, discusses the theoretical dilemma and the relationship between bilateral market and unilateral market; The ways and elements of market dominant position, the factors influencing market dominant position, the particularity of abusing market dominant position, the reasonable factor of judging standard, and the supporting basis of its theory. Finally, through the research of these aspects, we try to solve the theoretical disputes, give some reasonable suggestions, and explore a new way to regulate the ranking bidding behavior in anti-monopoly law. Through the analysis of the ranking bidding behavior, it is concluded that this behavior constitutes the monopoly behavior in the antitrust law and needs to be regulated. And put forward the existing problems and difficulties, give some reasonable suggestions, from the enterprise, users, search engine service providers, law and other angles, strive to solve the existing problems, reasonably guide the ranking bidding behavior, To provide advice for the government to regulate this behavior, to give enterprises in the operation of reference, while providing guidance to the vast number of network users in the identification of information, in order to eliminate the disadvantages of ranking bidding behavior, reasonable guidance, Maintain the legitimate rights and interests of network users, create a good network service operation mechanism, create a harmonious, healthy and secure network environment.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：D922.294
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