Brand Marketing And The Anti-monopoly Law Regulate The Resale Price

Brand marketing has important influence on China's economic development and transformation of industrial upgrading from the perspective of sales, brand marketing represents a new consumer goods competition stage in a higher level compared to the price competition , its own existence is competitive on the rationality. There are many ways and means of brand marketing, in which resale price maintenance as a common means of brand marketing for the brand to create and maintain an important role, and for the context of the brand and the creation and maintenance of new brands is necessary. However, China's anti-monopoly law for resale price maintenance is clearly prohibited. In this regard, when we put brand marketing and antitrust law to be seen together, resale prices remain in the creation of a special brand is necessary, and brand marketing for the competition is reasonable, so in this case resale price maintenance is meaningful for competition. At the same time,resale price maintenance requires certain market conditions to make the negative effect of the anti-monopoly law, in the absence of such market conditions,resale price maintenance will generally not hinder the competition and then do not need anti-monopoly law regulation. This provides the possibility and conditions of exemption for resale price maintenance in brand marketing, as long as the use of resale price maintenance for contextual brands and new brands that do not have specific market conditions should be exempt.In view of the current anti-monopoly law theory and practice of resale price maintenance behavior of the existence of disputes, China should learn from the EU system at the same time combined with China's actual situation to develop a set of our own exemption system and standards, and brand marketing In which the resale price is maintained as an exemption.