免費模式下的互聯網產業相關產品市場界定

Defining Relevant Market under the Free Model in Internet Industry

對於互聯網產業中被廣泛採用的免費模式而言，涉及反壟斷法案件時首先需要確定是從免費端還是廣告端來進行相關產品市場界定。目前最為流行的雙邊市場理論雖然關注到了網絡用戶和廣告商之間的關聯性，但是並沒有很好地解決上述問題，而其理論內部的調整也並不成功。對此，在單邊市場語境下從上、下游的角度理解互聯網企業的商業模式，能夠簡化對商業模式的理解，明確爭議發生的領域，解決相關產品市場確定的基本問題。同時，為了避免將上游相關產品市場界定為注意力市場而導致範圍過於寬泛，應從網絡用戶對於互聯網產品的功能需求出發，而實證的研究也支持這一改進。

Regarding the prevalent free model in the internet industry, the first and foremost issue in relation to the antitrust law is to confirm from which side, the free service side or the advertisement side,the definition of relevant markets would be started. While the two-sided market theory thoroughly explains the relationship between internet users and advertisers, it fails to resolve such an issue. In contrast, one-sided market theory interprets the business model of internet industry as an upstream market and a downstream market, and thus solves the fundamental issue with regard to product market definition. Meanwhile, in order to avoid an overbroad market definition, attention should not be paid to the users' attention on the upstream market but the functionalities of internet products. Our empirical study perfectly supports this improvement.