The Antitrust Regulation Research Of The Dominant Enterprise Bundled Discount: Theory And Practice

Bundled discount is one of the common price competition behaviors.Bundled discount is the discount that the enterprise offers in terms of the customer's kinds of purchase.Specifically,Bundled discount means that the seller will give the buyer a certain amount of discount or return if customer's purchasing two or more kinds of goods in a package.Bundled discount behavior is controversial because it is likely to be a tool for dominant enterprises to abuse its dominant market position.Broadly speaking,bundled discounts include pure bundled discount and mixed bundled discount,This paper mainly introduces the mixed bundled discount,mixed bundled discount means that the sellers sell products in separate market,as well when someone buy two or more different kinds of goods in a package,the seller will provide them discount or rebates.The only one case about bundled discounts in China at present is the case of Tetra Pak,during the period of 2009-2013,the implementation of the Tetra Pak's bundled discounts abused market dominant position.China's industrial and commercial administration fined about 660 million RMB.However,compared to western countries,there are many cases like this.In Europe,there are Microsoft case(1999),3M(2004),Health Hospital(2004)and other typical cases.The relative mature antitrust policy in America and Europe is worthy of our reference.The study of the bundled discount behavior is of great significance for the improvement of China's antitrust system.In this paper,using contrastive analysis method and case analysis method introduce the concept of bundled discount,competition theory and related competition policy are introduced in detail.Besides,this paper making up some advises about the anti-trust regulation with the bundled discount in China.All follows:First of all,this paper makes an overview of the bundled discount behavior: first,it introduces the concept and classification of the bundled discount behavior;second,it discusses the nature of the bundled discount behavior,including tying,predatory pricing,price discrimination,and loyalty bundled.Secondly,from the view of economics,the competition effect of bundled discount is analyzed,which mainly include the theory of anti-competitive effect and promoting competition effect.The theory of promoting competition effect is mainly based on the theory of increase the profits of the firms.The theory of anti-competitive effect is mainly based on the theory of the leverage the monopoly position and the theory of entry barrier.This article establishes relevant models to discuss these theories.In addition,this paper introduces the big experience of America and European Union.Mainly introduce the relative laws,ways of cost to check,and safe harbours,which is described in detail.In the end,the paper mainly introduces that China should draw lessons from America and European Union's competition policy of the bundled discount behavior.