便利商店反托拉斯市場的界定

Defining Antitrust Market Scope for Convenience Stores

公平會成立以來，對於統一超商加盟行為，依據公平法要求，其必須申請許可。基本上著眼於防患統一超商有限公司，透過外部結合，成為具有顯著市場力量的事業。本文依反托拉斯相關文獻，相關產品市場理論，所揭諸的「反托拉斯市場」考量因素，由理論上分析「便利商店」的市場範圍，並由實際市場上蒐集資料驗證市場範圍的大小。所獲得的結果為，「便利商店」市場範圍似乎應擴充包含具有密切替代關係的傳統商店、超市、量販店三種賣場。

According to the Law of Antitrust, permission should be granted from the Fair Trade Commission when stores want to become a franchiser of specific trademarks, such as in the case of President Supermarket alliance. The purpose of the Law is to prevent significant market power from emerging. This study tries to provide a proper scope for convenience stores, based on the theory of relevant product markets examined in the literature. Empirical analyses using actual market data confirm the theoretical points. The findings show that close substitutes of traditional stores, supermarkets and wholesale stores should all be included in the market scope of convenience stores.