양면시장에서의 시장획정 및 시장지배력 평가
Market Definition and Dominance Analysis in Two-Sided Markets
0
조회
0
다운로드
16
인용
0
참고문헌
키워드
초록
Two-sided markets have existed since ancient times, a certain number of these having significant economic importance. With the plummeting of communication costs, the increase in computer capacity and the advent of a new Internet-based infrastructure, business models wherein different customer groups tied together into a single two-sided market have become less costly to establish. Technological progress has also made possible new highly flexible virtual platforms, as an alternative to easily saturated physical platforms. Such two-sided markets are of particular importance under competition law, as two-sided markets form a complex ecological structure through close and highly correlative connections. As platforms serve as the central link between such co-dependent connections, businesses which control these platforms can control the entirety of the related industry. Taking our current stage of accelerating digital convergence into consideration, the market conduct of the two-sided platform which has established its customer base in a related or adjacent market is enough to attract the attention of competition authority. The two problems concerning the application of competition law on two-sided markets are first the conceptual problem wherein these markets are operated according to different economic principles compared to one-sided markets, and second the practical problem wherein an analysis which takes this into account is highly complicated. It is, however, inappropriate to inflate these obstacles, and the fact remains that the rules of competition law are still valid be it in one-sided or two-sided markets. What must be kept in mind is the need to precisely understand the co-dependence of the two sides in a two-sided market. Studies on two-sided markets only attempt to deal with the other side of what has been discussed concerning network effects, and as such, previous discussions on network effects, such as lock-in effects or barriers to entry, are not rendered meaningless. Studies on two-sided markets simply imply the possibility of such an effect to be controlled to some extent, or to be accepted for the sake of increased efficiency. Under such considerations, attempts to limit the application of competition law under a generalized principle based on studies concerning two-sided markets should be regarded with caution.
Abstract
Two-sided markets have existed since ancient times, a certain number of these having significant economic importance. With the plummeting of communication costs, the increase in computer capacity and the advent of a new Internet-based infrastructure, business models wherein different customer groups tied together into a single two-sided market have become less costly to establish. Technological progress has also made possible new highly flexible virtual platforms, as an alternative to easily saturated physical platforms. Such two-sided markets are of particular importance under competition law, as two-sided markets form a complex ecological structure through close and highly correlative connections. As platforms serve as the central link between such co-dependent connections, businesses which control these platforms can control the entirety of the related industry. Taking our current stage of accelerating digital convergence into consideration, the market conduct of the two-sided platform which has established its customer base in a related or adjacent market is enough to attract the attention of competition authority. The two problems concerning the application of competition law on two-sided markets are first the conceptual problem wherein these markets are operated according to different economic principles compared to one-sided markets, and second the practical problem wherein an analysis which takes this into account is highly complicated. It is, however, inappropriate to inflate these obstacles, and the fact remains that the rules of competition law are still valid be it in one-sided or two-sided markets. What must be kept in mind is the need to precisely understand the co-dependence of the two sides in a two-sided market. Studies on two-sided markets only attempt to deal with the other side of what has been discussed concerning network effects, and as such, previous discussions on network effects, such as lock-in effects or barriers to entry, are not rendered meaningless. Studies on two-sided markets simply imply the possibility of such an effect to be controlled to some extent, or to be accepted for the sake of increased efficiency. Under such considerations, attempts to limit the application of competition law under a generalized principle based on studies concerning two-sided markets should be regarded with caution.
참고문헌 (33)
- 양면시장 이론에 따른 방송통신 서비스 정책 이슈 연구, "김성환", 정보통신정책연구원, ~, pp.기본연구 08-11 (2008)
- 남재현, "양면시장 사업모형에서의 시장획정과 시장지배력 측정 시 고려사항", 미발표논문, ~ (2009)
- 남재현, "기업결합 시뮬레이션 모형 분석 : 쇼핑몰 기업결합의 경쟁제한성 평가를 중심으로", 응용경제, 12(1), pp.265~286 (2010), 한국응용경제학회
- 신일순, "인터넷포털 시장 획정 및 관련 이슈", 경상논집, 23(1) (2009)
- 윤장혁, "양면시장에서의 경쟁핵심요인분석", 대한경영학회 추계학술발표대회 발표논문집 (2006)
- 인터넷 오픈마켓 시장에서의 인수합병시 쟁점사항 검토, "이경원", 공정거래위원회, ~ (2008)
- 양면시장의 정의 및 조건, 2009년 상반기 법·경제분석그룹(LEG) 연구보고서, "이상규", 한국공정거래조정원, ~ (2009)
- 인터넷 포털 서비스 사업자 경쟁 제한 행위 합리적 규제방안 연구, "이재영", 정보통신정책연구원, ~, pp.정책연구 08-62 (2008)
- 이태민, "온라인 구전정보의 방향성과 유형이 구매영향력에 미치는효과: 한국과 미국의 국제비교", 마케팅연구, 21(1), pp.29~56 (2006), 한국마케팅학회
- 이호영, "독점규제법(개정판)" (2010), 홍문사
- 한국 인터넷 문화의 특성과 발전방안 연구, "이호영", 정보통신정책연구원, ~, pp.정책연구 08-48 (2008)
- 임영철, "공정거래법(개정판)" (2008), 법문사
- 전성훈, "경쟁정책 목적의 시장획정 방법론 및 사례:2005년 하이트-진로 기업결합을 중심으로", 한국경제연구, 19, pp.75~116 (2007), 한국경제연구학회
- 정갑영, "산업조직론(제3개정판)" (2009), 박영사
- 콘텐츠 산업 불공정거래 개선방안 연구, "정헌일", 한국문화관광연구원, ~, pp.기본연구 2009-10 (2009)
- 최승재, "경쟁전략과 법" (2009), 한국학술정보
- 황창식, "다면적 플랫폼 사업자에 대한 공정거래규제 －양면시장이론의 경쟁법적 적용 및 대법원의 티브로드 강서방송 판결 등의 사례분석을 중심으로－", 정보법학, 13(2), pp.97~148 (2009), 한국정보법학회
- Armstrong, Mark, "Competition in Two-Sided Markets", 37, pp.668~ (2006)
- Baker, Jonathan B., "Market Definition", Competition Law and Policy, 1 (2008), American Bar Association
- Caillaud, Bernard, "Chicken & Egg: Competition Among Intermediation Service Provider", RAND Journal of Economics, 34(2), pp.309~ (2003)
- Evans, David S., "The Antitrust Economics of Multi-Sided Platform Markets", Yale Journal on Regulation, 20, pp.325~ (2003)
- Evans, David S, "Defining Antitrust Markets When Firms Operate Two-Sided Platforms", Columbia Business Law Review, 667 (2005)
- Businesses: An Empirical Framework with an Application to Google’s Purchase of Doubleclick, "Evans, David S", Joint Center Working, ~, pp.paper 07-18 (2007)
- Evans, David S, "The Analysis of Mergers That Involve Multisided Platform Business", Journal of Competition Law and Economics, 4, pp.663~ (2008)
- Evans, David S, "Markets with Two-Sided Platforms", Competition Law and Policy, 1 (2008), American Bar Association
- Harris, Barry C, "Focusing Market Definition: How Much Substitution is Necessary", Research in Law and Economics, 12, pp.207~ (1989)
- Hesse, Renata B., "Two-sided Platform Markets and the Application of the Traditional Antitrust Analytical Framework", Competition Policy International, 3(1), pp.191~ (2007)
- Rochet, Jean-Charles, "Two-Sided Markets: A Progress Report", Rand Journal of Economics, 37(3), pp.645~ (2006)
- Rochet, Jean-Charles, "Cooperation among Competitors: Some Economics of Payment Card Associations", Land Journal of Economics, 33(4), pp.549~ (2002)
- Ronson, Roberto, "Two-sided Markets: A Tentative Survey", Review of Network Economics, 4(2), pp.142~ (2005)
- An Empirical Analysis of Payment Card Usage, "Rysman, Marc", ~ (2004)
- Rysman, Marc, "The Economics of Two-Sided Markets", Journal of Economic Perspectives, 23(3), pp.125~ (2009)
- Wright, Julian, "One-Sided Logic in Two-Sided Markets", Review of Network Economics, 3(1), pp.44~ (2004)