Anti - Monopoly Law Regulation Of E - Commerce Platform Based On Bilateral Market Theory

With the continuous development of information technology, the market have continuously transformed from tradition to modern, as well as the market competitors have developed from the unilateral to the bilateral or even the multilateral, which make researchers deepened the research of network externality. With the constantly updated process of theory and practice, more and more people realize that there is a bilateral market in this area and many important industries working are based on this market platform. E-commerce platform is not only a standard feature of the bilateral market industry, but also has the unique industry characteristics, its competitive mechanisms are very different from traditional industries.Ecommerce, based on network information technology, has continuously developed to an important industry of China’s market economy. As a competitive market, of course, bilateral platform has the typical characteristics of the network economy and both the special nature of network externalities, which make it easy to form a monopoly market structure. E-commerce platform is a typical case in this kind of market, so the areas of e-commerce are widely noted by academic researchers and legislative reformers. However, the current antitrust laws and regulations are only suit for the single market regulation, the e-commerce platform which has the characteristics of a bilateral market does not meet the modern needs of economic development when we apply the traditional theory of regulation. Therefore, the content of this paper is to study the behavior of e-commerce platform and its monopoly antitrust regulation, of course, must be the basis of a bilateral research and innovation in the market theory, which may have an effect on antitrust legislation and enforcement and not only promote the healthy development order of competition of China’s e-commerce, but also to make the reform of China’s anti-monopoly law enforcement into a virtuous cycle.At first, this paper puts forward to problems which explain the close relations between e-commerce and antitrust and combine with theoretical study of domestic and foreign to illustrate the background and significance of this articles. We can draw a conclusion that it is necessary and inevitable to reform the antitrust legislation and law enforcement on the basis of theory bilateral market theory for e-commerce platform. Secondly, the bilateral market are theoretical reviewed in detail and the characteristics and development status of China’s e-commerce platform are analyzed on the basis of the bilateral market theory, which raises the issue that this platform is easy to produce all kinds of monopoly problem and put forward to the main problem of the platform monopoly which is the trouble of abusing dominant market position. Then we sum up several main kinds of monopoly and its form of expression. To solve monopolistic behavior that has occurred or may happen on the platform, we take the legislative suggestions and concrete measures from the angle of legislation, such as increasing the legal regulating of the abuse of dominant market position of the internet. At the same time, review responsibilities and goals of organization from the perspective of administrative law enforcement and regulatory to realize the development of electronic commerce and industry standards. At last, balance the competition pattern and the goal of major industry from the angle of the industry, such as promoting technology innovation of enterprise, reducing sunk cost.