Market Definition And Vertical Restraints Research On Moutai Antitrust Investigation

This thesis raised of consideration from the Moutai antitrust sanction,and consideredMoutai’s antitrust issues from both the lateral and vertical markets. In the lateral market,thisthesis emphasis on defining the relevant product market.We used the improved method ofSSNIP test---critical loss analysis to define Moutai’s relevant product.The defining result isthat its relevant product market includes eight wine companies and the market has a highmarket concentration rate,so it is a highly oligopolistic market with high barriers to entry.Inthe vertical market,this thesis studies Moutai’s vertical restraints on downstreamretailer.Because of its high product advantages in the lateral market,Moutai’s bargainingpower is more powerful than retailers,it can longitudinal control the retailers.this thesisfocuses on vertical restraints in its resale price maintenance.We also use graphical analysis toconclude that the resale price maintenance of Moutai behavior undermines consumer welfareand social welfare. According to the analysis conclusions,this thesis puts forward thecorresponding countermeasures and suggestions related to the policy level, the retailer leveland regulatory level.This thesis uses literature and theory analysis method comby with empirical analysismethod,and has some possible innovations:①It studies Moutai’s market environment fromboth the horizontal and vertical market perspectives,replenish the current lack ofindustry-specific antitrust perspective analysis.②It analysis the correlation between thelateral market and the vertical market,and further enrich the theoretical studies.