대규모 유통업자의 PB상품 유통 관련 공정거래법 집행상의 쟁점 및 규제방안 고찰
A Study on Issues related to PB Products Distribution by Large-Scale Distributors under enforcement of Fair Trade Act and the Regulatory Measures
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초록
최근 확산되고 있는 대규모 유통업자들의 자체브랜드(Private Brand: PB) 상품 판매가 소비자들에게 양질의 상품을 저렴하게 구입할 수 있는 기회를 제공하여 소비자 후생이나 경쟁에 긍정적인 영향을 미칠 수 있다. 그러나 다른 한편으로 대규모 유통업자들은 PB상품을 개발․판매함으로써 상류 제조업자들과 경쟁관계를 형성하여 구매자로서의 우월적 교섭력을 더욱 강화할 수 있으며, 경우에 따라서는 PB상품 유통이 소비자 후생이나 공정거래 측면에서 부정적인 영향을 초래할 가능성 역시 완전히 배제할 수는 없다. 이에 본 논문에서는 PB상품 유통과 관련하여 대규모 유통업자의 우월적인 구매자 힘이 남용되는 것을 방지하기 위하여 현행 공정거래법 등을 통한 규제 가능성 및 한계점을 살펴보고 공정거래법을 집행함에 있어 가능한 대안을 고찰하였다. 즉, 대규모 유통업자가 상류 제조업자들에 대한 구매자로서의 시장지배적 지위 남용 문제, 경쟁 NB상품 제조업자들에 대한 경쟁제한행위 및 불공정거래행위 등을 판단함에 있어 PB상품 유통 여부 및 전체 매출액에서 PB상품이 차지하는 비중 등을 추가적으로 고려할 필요가 있을 것이다.
Abstract
PB products served by large-scare distributors may have a positive effect on consumer welfare and market competition because their distribution gives comsumer opportunities to purchase good quality products with competitive prices. However, large-scale distributors can enhance their superior bargaining power as a buyer to upstream suppliers by selling their PB products and forming rivalry, and thus PB products distribution by large-scale distributors might negatively influence in terms of consumer welfare and fair trade. This paper investigated possible regulatory measures in enforcing fair trade act against the abuse of superior buyer power of large-scale distributors in relation to their PB products delivery by examining the regulations of current acts and their limits. The paper suggests that it is desirable for the competition authority to consider whether large-scale distributors distribute their own PB products or not and the shares of them to overall sales of large-scale distributors, etc. when it determines the abuse of market dominance of large-scale distributors as a buyer to upstream suppliers, anticompetitive or the unfair trade conducts to upstream manufacturers producing NB products competing their PB products.
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