Antitrust Research On Loyalty Discount Behavior

Loyalty discount is the common practice adopted by enterprises in the market competition.It is a kind of normal market competition way to obtain certain sales by giving certain discount.The law should not regulate this behavior,but if the enterprise has certain Market dominance,and then by giving “loyalty discount” to squeeze out other competitors in the market,this behavior must be regulated by Antitrust Law.In November 2016,The administrative punishment of Tetra Pak by SAIC caused widespread concern all over the world.The Anti-monopoly law doesn't include the loyalty discounts.There is only one purse clause:“Other acts of abuse of market dominance by the Anti-monopoly Law Enforcement Authority of the State Council”.From the impact of loyalty discount investigation and punishment,this term is far from enough.There are three sections in this paper,the first section describes Tetra Pak monopoly case,then leads to loyalty discount behavior and its general analysis of Anti-monopoly law.Secondly,Researching the legal regulation of loyalty discount in the Europe and the United States.Finally,try to build loyalty discount antitrust review criteria of China,and then puts forward some suggestions on perfecting the laws of loyalty discount.