온라인상 割引販賣에 관한 比較法的考察  -약탈적 가격규제를 중심으로-

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저널정보: 전북대학교 동북아법연구소 동북아법연구 동북아법연구 제3권 제1호

발행연도: 2009.1

수록면: 109 - 138 (30page)

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As one of the problems of Fair Trade Laws are the a discount sale on on-line. Our country Fair Trade Laws should regulate what is called continuous predatory pricing and rival exclusion predatory pricing. But the United States, Great Britain and EU should demand a recoupment(supplement standard) in predatory pricing. The usual predatory pricing promotes competition and increases consumer profits. Probably, regulation of predatory pricing must limit and accept when the bargain sale company has the power of raising a price after eliminating a rival with predatory pricing. The requirements for regulation on Fair Trade Laws in predatory pricing which is not clear. It is necessary to clarify to these. First, it is just going to accept chiefly which is less than an average variable cost as the fundamental figure of predatory pricing in the United States, Great Britain and EU. It is because a price setup which is less than an average variable cost can be considered only by trying to compensate the portion from which it suffered the damage after that after eliminating the rival by the event of market power. Second, although it exceeds the average variable cost, it is a price which is less than an average total cost. The United States has not done the problem such an act. But the intention of a doer is seen, and the illegality of an act is judged in Great Britain and EU. It is necessary to set to analyze a price in network industry, and to reflect the economic reality nature of network industry.　That is, the expense structure in network industry has common fixed expense very higher than the usual industry. And the variable cost in the case of providing electric communications service is low compared with the variable cost in the usual industry. Therefore, it will set to conduct expense analysis and it will be said that a suitable time structure's being required. And a time structure extremely called a short period or long period of time are not suitable.

As one of the problems of Fair Trade Laws are the a discount sale on on-line. Our country Fair Trade Laws should regulate what is called continuous predatory pricing and rival exclusion predatory pricing. But the United States, Great Britain and EU should demand a recoupment(supplement standard) in predatory pricing. The usual predatory pricing promotes competition and increases consumer profits. Probably, regulation of predatory pricing must limit and accept when the bargain sale company has the power of raising a price after eliminating a rival with predatory pricing. The requirements for regulation on Fair Trade Laws in predatory pricing which is not clear. It is necessary to clarify to these. First, it is just going to accept chiefly which is less than an average variable cost as the fundamental figure of predatory pricing in the United States, Great Britain and EU. It is because a price setup which is less than an average variable cost can be considered only by trying to compensate the portion from which it suffered the damage after that after eliminating the rival by the event of market power. Second, although it exceeds the average variable cost, it is a price which is less than an average total cost. The United States has not done the problem such an act. But the intention of a doer is seen, and the illegality of an act is judged in Great Britain and EU. It is necessary to set to analyze a price in network industry, and to reflect the economic reality nature of network industry.　That is, the expense structure in network industry has common fixed expense very higher than the usual industry. And the variable cost in the case of providing electric communications service is low compared with the variable cost in the usual industry. Therefore, it will set to conduct expense analysis and it will be said that a suitable time structure's being required. And a time structure extremely called a short period or long period of time are not suitable.

#온라인상 할인판매 #약탈적 가격설정 #약탈적 가격 #단기한계비용 #평균가변비용 #predatory pricing #average variable costs #discount sale on on-line #recoupment #supplement standard

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참고문헌 신청

/ 2000 / Entering the 21st Century: Competition Policy in the World ofB2B Electronic Marketplace

Brian A. Facey / 2002 / Monopolization and Abuse of Dominance in Canada, The United States, and The European Union: A Survey, 70 / ANTITRUST L. J. 513 : 567 ~ 569

Derek Ridyard / 2002 / Exclusionary Pricing and Price Discrimination Abuses under Article 82 / An Economic Analysis 299

Einer Elhauge / 2003 / Why Above-Cost Cuts To Drive Out Entrants Are Not Predatory - and the Implications for Defining Costs and Market Power / 112 Yale L. J. 681 : 705 ~ 70

European Commission / 1998 / Notice on the application of the competition rules to access agreements in the telecommunications sector / O.J. 265 (2)

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