Research On The Anti-monopoly Legal Regulation Of Either-or Choice Of Online Platform In E-Commerce

Internet platform enterprises based on network information technology have grown rapidly,and the goods or services provided by Internet platforms have gradually become necessary for people’s production and life.However,in the process of development,any new things will not only provide convenience for life,but also inevitably produce some new behaviors that challenge the existing rules of the society.The Either-or Choice of e-commerce platforms is the most prominent one.If an e-commerce platform uses technical means to force new merchants to Either-or Choice,it will not only affect the multi-platform development of platform merchants,seriously infringe on the rights and interests of platform consumers,but also affect the fair competition order between platforms.At present,due to the vigorous development of the e-commerce platform market and the delay of my country’s Anti-Monopoly Law,the existing domestic laws cannot reasonably adapt to the Either-or Choice monopoly situation of e-commerce platforms in practice.Therefore,how to regulate market competition and prevent e-commerce platforms from implementing such monopolistic behaviors in the new market environment has become a new problem to be solved urgently under my country’s Anti-Monopoly Law.The content of the thesis is based on the basic theory of anti-monopoly law,and at the same time,with the help of the relationship of relevant laws and regulations,it explores the problems existing in the anti-monopoly law regulation of Either-or Choice behavior.At present,the focus of the Anti-Monopoly Law on regulating the Either-or Choice behavior of e-commerce platforms is the definition of the relevant market boundaries of platform companies and the identification of market dominance.Based on the status of judicial practice in China,and with appropriate reference to successful experience outside the region,this paper focuses on the division of the relevant market of e-commerce platforms and the impact on the market dominance of operators,in order to better regulate the implementation of e-commerce platforms.