論數字時代多邊平臺的相關市場界定

相關市場界定是競爭分析的核心環節之一，也是反壟斷法中技術性最強的領域。在數字時代，由於多邊平臺存在巨大的間接網絡效應，平臺一邊往往提供“零價格”服務，多邊平臺的相關市場界定要比傳統經濟下單邊市場的相關市場界定複雜得多。考慮到多邊平臺的一邊往往以“零價格”提供服務，界定市場需要重視非價格參數，SSNIP測試在實踐中就需要變通為SSNDQ。數字時代的多邊平臺可簡單區分為交易性與非交易性，交易性平臺如電子商務平臺的兩邊可以包括在一個產品市場之內。但是美國Amex案說明，將交易性平臺機械地視為單一市場不能充分體現平臺兩邊用戶群各自不同的需求替代，不能適應現實中複雜的市場環境。數字生態系統的相關市場現在也成為人們關注的問題。鑒於數字生態系統主要考慮系統內部各企業之間以及各種產品和服務之間的互補性，這本質上削弱了界定相關市場的必要性和實用性，國際上迄今尚未出現界定數字生態系統相關市場的案件。

How to define relevant markets is one of the core links in competitive analysis, and also the field with the strongest technicality in anti-monopoly law. In the digital age, due to the huge indirect network effect of multilateral platforms, one side of the platforms often provides“zero-price”services. Thus, market definition of the multilateral platforms is much more complex than that of unilateral markets in the traditional economy. Considering that one side of multilateral platforms often provides services at“zero price,”non-price parameters need to be emphasized when defining the relevant market. In practice, SSNIP testing therefore needs to be adapted to SSNDQ. In the digital age, multilateral platforms may be simply classified into transactional and non-transactional ones. Even though the both sides of some transactional platforms, such as e-commerce platforms, can be included within the same product market. However, the Amex case in the US shows that mechanically placing both sides of a transactional platform within the same relevant market cannot fully reflect the different demand substitution of the user groups on both sides of the platform, and cannot adapt to the complex market environment in reality. How to define the relevant market of the digital ecosystems has also become a concern of the competition law community. Given that the digital ecosystem mainly considers the mutual complementation among enterprises and among various products and services within an ecosystem, this essentially weakens the necessity and practicality of defining the relevant market. There has been no case of defining the relevant market of the digital ecosystem so far globally.