Research On Resale Price Maintenance And The Retailer Service Based On Information

Resale Price Maintenance is more and more determined to be illegal or not based on the principle of rule of reason.The principle of rule of reason is based on weather resale price maintenance will promote the market efficiency or damage the market efficiency,that is to say,it will have a positive or negative impact on the overall social welfare.Resale price maintenance's service retailer theory is one of the theoretical basis of the principle of rule of reason.It says resale price maintenance can promote the resale price maintenance,provide retail services to improve the overall social welfare,improve market efficiency.And the assumption that consumer information is complete or not is one of the important assumptions of resale price maintenance.It will affect the consumer search strategy,and ultimately affect the market efficiency,the results of the judicial decision.Based on the perspective of information,this paper analyzes the relationship between resale price maintenance and retail service.Based on the previous literature on resale price maintenance and the impact of information on market behavior,this paper sets up a Hotelling model to analyze.It is assumed that consumer information is complete and consumer information is not complete in two cases to analyze resale price maintenance.First,the resale price maintenance is not introduced into our model,we analyze the impact of two kinds of information on consumer search strategy,consumer search strategies will interact with manufacturers and retailers,the interaction process determines weather the retailer will provide services and welfare of consumers,retailers and producers,welfare change of the sum of the three is the overall social welfare change.Then,the resale price maintenance is introduced in the model,and the same model analysis method is used to get the conclusion that how the overall social welfare will change under the two kinds of information.Finally,two conclusions are drawn.When the consumer information is complete,resale price maintenance can solve the free rider problem of the retail service,improve the social welfare and promote the market efficiency,but other vertical contracts can not achieve this effect.When consumer information is not complete,resale price maintenance and other vertical contracts both can solve the "free rider" problem,promote the provision of retail services,improve social welfare,promote market efficiency.These conclusions provide a more sufficient economic basis of the principle of rule of reason for resale price maintenance in the antitrust judicial process.