本文選題：市場界定 + 縱向約束　； 參考：《廣東財經(jīng)大學(xué)》2014年碩士論文

【摘要】：本文由貴州茅臺受到反壟斷制裁一案引發(fā)思考，從橫向市場和縱向市場兩方面考慮了貴州茅臺的反壟斷問題。橫向市場中重點(diǎn)考察貴州茅臺的相關(guān)產(chǎn)品市場界定，利用SSNIP測試法的改進(jìn)方法——臨界損失分析法界定出貴州茅臺的相關(guān)市場是包括貴州茅臺在內(nèi)的八家酒企，并計算得出此市場的市場集中度較高，屬極高寡占型，具有較高的進(jìn)入壁壘。在縱向市場中考察了貴州茅臺對下游零售商采取的縱向約束行為，因其在橫向市場上占有超高的產(chǎn)品優(yōu)勢，故零售商與貴州茅臺的談判力對比懸殊，貴州茅臺可縱向控制零售商，，本文重點(diǎn)研究了其縱向約束中的轉(zhuǎn)售價格維持。并利用圖解分析出貴州茅臺的轉(zhuǎn)售價格維持行為損害了消費(fèi)者福利和社會福利。根據(jù)全文的研究結(jié)論，本文提出了相應(yīng)的對策建議，涉及政策層面、零售商層面和法規(guī)層面三方面。 本文采取文獻(xiàn)及理論研究和實(shí)證分析相結(jié)合的研究方法，并具有一些可能的創(chuàng)新之處：①從橫向市場和縱向市場產(chǎn)業(yè)鏈的角度對貴州茅臺所處的市場環(huán)境進(jìn)行了細(xì)致分析，彌補(bǔ)了當(dāng)前反壟斷視角針對特定產(chǎn)業(yè)分析的缺乏。②對橫向市場結(jié)構(gòu)與縱向市場中的縱向約束進(jìn)行了關(guān)聯(lián)分析，進(jìn)一步充實(shí)了相關(guān)理論研究。
[Abstract]:In this paper, the antitrust problem of Moutai in Guizhou is considered from two aspects of horizontal market and vertical market, which is caused by the case of anti-monopoly sanction in Moutai, Guizhou. In the horizontal market, we focus on the market definition of relevant products in Moutai, Guizhou. By using the improved method of SSNIP test, the critical loss analysis method, we can conclude that the relevant market of Moutai in Guizhou is eight wine enterprises including Moutai in Guizhou. The results show that the market concentration is high and the market is oligopoly with high barriers to entry. In the vertical market, the vertical restraint behavior adopted by Guizhou Maotai to the downstream retailers is investigated. Because of its super-high product advantage in the horizontal market, the bargaining power between the retailer and the Guizhou Moutai is very different. Guizhou Maotai can control the retailer vertically. This paper focuses on the resale price maintenance in the longitudinal constraint. The resale price maintenance behavior of Moutai in Guizhou province is analyzed by graphic analysis, which damages consumer welfare and social welfare. According to the conclusion of the paper, this paper puts forward corresponding countermeasures and suggestions, including policy level, retailer level and regulation level. This paper adopts the research method of combining literature and theoretical research and empirical analysis, and has some possible innovations. The paper makes a detailed analysis of the market environment of Moutai in Guizhou from the perspective of horizontal market and vertical market industrial chain. It makes up for the lack of current antitrust analysis for specific industries. 2. This paper analyzes the relationship between the horizontal market structure and the vertical constraints in the vertical market, and further enriches the relevant theoretical research.
【學(xué)位授予單位】：廣東財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F203;F426.82

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