從大型數位平台案例看數位市場之競爭法規範趨勢

Legal Study on Competition Regulation Regarding Large Digital Platforms in The Digital Markets

數位經濟係以大數據為核心的新經濟型態，數位市場主要的特徵即具有強大的網絡效應及規模經濟，這種特徵使得數位市場極易形成贏者全拿天然獨占或寡占，隨著大數據分析與人工智慧技術的興起，加速了數據分析服務在使用者日常生活應用的滲透，從傳統的電腦服務逐漸進入其他領域的應用。
當萬物聯網的時代來臨，任何能夠聯網的設備都能成為蒐集數據資料與提供服務的平台，消費者在使用這些設備及服務的同時，也持續不斷的在提供數據資料給這些平台，這使得原先網路產業的營運搜尋引擎、社交網絡、網路市場和應用商店Alphabet、Meta、Amazon 、Apple 等大型數位平台順勢崛起。
大數據乃數位市場力量的來源，大型數位平台從平台獲取使用者的數據資料，能夠用來強化其產品服務與鞏固其市場領先地位，數據經結構化和分析可能就具有封閉性形成市場進入障礙，形成獨占或寡占觸及競爭法相關的議題。近年來這些大型數位平台在數位市場的限制競爭行為包括結合：以殺手併購消滅競爭對手、併購取得關鍵技術；聯合行為：利用訂價演算法達成固定價格協議；濫用市場支配地位行為；拒絕近用數據、差別待遇、價格歧視、搭售、其他排除行為。本文聚焦大型數位平台在數位市場違反競爭法規範之行為，特別針對限制競爭行為相關案例，並探討數位市場競爭法國際最新發展趨勢，同時思考目前我國競爭法規範與執法現況如何，以及是否跟上國際的腳步，展望未來可能的脈絡方向，就調整制度及革新提出個人研究結論。

The digital economy is a new economic model with big data as its core. The main characteristics of the digital market are strong network effects and economies of scale. Due to these characteristics, the digital market can easily evolve into a winner-take-all natural monopoly or oligopoly. The rise of big data analysis and artificial intelligence technology has accelerated the penetration of data analysis services into users’ daily life applications switching from traditional computer services to applications in other fields.
With the arrival of Internet of Everything (IoE), any device with Internet function will act as the platform for technology companies to provide services and collect data. While consumers use these devices and services, they also unconsciously provide data to these platforms. This unique feature makes the original large digital platforms such as Alphabet, Meta, Amazon, and Apple that operate search engines, social networks, online markets, and application stores in the Internet industry rising along with the trend.
Big data is the source of digital market power. Large digital platforms obtain user data from the platform, which can be used to improve their products so as to strengthen their market leader position. Data that is structured and analyzed may become closed and form a barrier to market entry. The formation of monopoly or oligopoly involves issues related to competition law. In recent years, these large digital platforms’ restrictive competition behaviors in the digital market include eliminating competitors through killer acquisitions and acquiring key technologies through acquisitions; concerted action: using pricing algorithms to reach fixed price agreements; abusing market dominance; refusal to provide access to data, discrimination in price, tie-in, and other exclusionary behaviors.
This research focuses on the competition law regulations in the digital market, targeting the cases of restrictive competition. The paper will also discuss the latest development trends of competition law in international digital markets. The conclusion of this research weighs in on the status of competition law regulations and enforcement in Taiwan, intending to provide future directions, and suggestions on improvement of system adjustment and innovation.