維持轉售價格的研究

維持轉售價格制度的出現，產業經濟學的傳統學派與芝加哥學派分別提出不同之論點。傳統學派仍然延續一向之主張，以市場力量為解釋的核心，認為維持轉售價格是市場交易之一方受限於他方而出現的制度，因此它對市場的競爭維持會有傷害之影響。相對的，芝加哥學派則主張，維持轉售價格之產生，係因經銷商提供額外服務時產生了市場失靈時，製造商所想出的矯正手段。最後，市場的產品價格將因此而上升，然而額外服務也可能帶來更多的市場價值，所以最終維持轉售價之制度，可能反而為社會帶來整體福利之提升。緣於不同主張理論的依據，在政策上因此產生不同的看法，傳統學派認為必需加以管制；相對的，芝加哥學派認為應予以鼓勵，否則與其他垂直整合策略比較，可能因為法律上對前者較嚴，對後者較寬，而誤導廠商選擇成本較高之經營策略，反而不利於整體社會的利益。然後依據Scherer與Ross的修正模型，發現維持轉售價格因額外服務確有提高需求的效果，有利於社會福利的提升，但考量基本消費者與邊際消費者之差異，在特定情況下，仍可能形成整體社會福利水準的降低。

There are different advocacies brought up respectively by the traditional school and Chicago school in the industrial economics for the resale price maintenance system. The traditional school has continued its proposition using the market power as the core of elaboration. They believe that the resale price maintenance system is the result of the limitation that one party of the market transaction encounters from the other party. Under such circumstances, the system could cause damage to market competition. In contrast, the Chicago school has argued that the system is the counter measure devised by the manufacturers to remedy the market failure resulting from the extra services provided by the distributors. In the end, the product price may be on the rise accordingly whereas extra services could also possibly generate more market value. As is the case, the resale price maintenance system may therefore facilitate the escalation of the overall social welfare. Due to different theory derivations, there have been different viewpoints on policies. The traditional school thinks the system shall be restrained. However, on the contrary, the Chicago school presumes it be encouraged, otherwise, the manufacturers might be misled to choose a business strategy with a higher cost as, comparing with other vertical integration strategies, the restrictions in law for the resale price maintenance system may be stricter. In this case, the overall social welfare may be therefore unfavorably affected. Based on the model modified by Scherer and Ross, it was proved that the demand could be reinforced due to the extra services made to maintain the resale price, and it would help the exaltation of social welfare. However, taking the variance of basic consumers and margin consumers into account, the system may bring the overall social welfare to a lower level under some particular conditions.