臨界損失法之理論與實務–以好樂迪與錢櫃結合案分析為例

Market Definition and Critical Loss Analysis：The Case of KTV Merger in Taiwan

廖如憶(Ru-Yi Liao)

指導教授 ： 陳嘉雯

共同指導教授 ： 林茂廷

國立臺北大學/社會科學學院/經濟學系/碩士(2013年)

摘要

各國競爭法主管機關在審理大型水帄結合案件時，往往仰賴市場占有率與集中度做為其評估該結合案是否具有顯著限制競爭效果之主要工具。本文首先介紹產業經濟學中，可用以協助界定市場範圍之工具：假設性獨占者測詴以及臨界損失分析法。另外，在實證部分，本文以公帄交易委員會曾禁止結合之好樂迪公司及錢櫃公司結合案為例，以台北大學學生做為研究對象，利用實際問卷資料進行臨界損失法分析，界定該案之市場範圍，並使用價格上漲壓力測詴衡量該案之單方效果。研究結果顯示，KTV市場範圍之界定即為錢櫃、好樂迪、星聚點三家KTV業者，並不包含其他KTV業者、家用KTV、汽車旅館業、網路KTV等附有KTV之事業。此外，消費者在星聚點、好樂迪及錢櫃公司間之高移轉率可牽制好樂迪及錢櫃公司在結合後，調漲產品價格之單方效果。

關鍵字

臨界損失法 ； 市場界定 ； 假定獨佔者測試 ； UPP

並列摘要

The competition law authorities often rely on market shares and market concentration for its assessment of restricting competition when it comes to adjudicating large level horizontal merger cases. This paper first introduces the hypothetical monopoly test and the critical loss analysis which are used to define relevant markets in industrial economics. Choosing the merger of 2 KTVs–Party world and Holiday–in Taiwan as an empirical case, using a questionnaire survey for collecting datas from students of National Taipei University, we defined the relevant market only consists of 3 KTVs including Party world, Holiday and New CB Party. We use UPP to assess the unilateral effect and finding that it is unlikely to happen after the merge due to high diversion ratio between Holiday and New CB Party.

並列關鍵字

Critical Loss Analysis ； Market Definition ； Hypothetical Monopoly test ； UPP

參考文獻

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