从PMFN条款视域评析头部主播的低价垄断
Analyzing the Low Price Monopoly of Top Anchors from the Perspective of PMFN Terms

电商直播模式下，头部主播话语权大，通过对PMFN条款的产生动因、内容、影响进行研究，头部主播与品牌方签订低价协议是一种典型广义PMFN条款。这会限制正向平衡的市场竞争，损害品牌方自主定价权以及绝大数消费者的权益，对其进行法律规制的必要性不言而喻。对其进行规制的评估过程中，存在头部主播垄断地位和滥用市场支配地位界定模糊的困境；在对其进行规制处理的过程中，存在规制的原则在执法部门与司法部门存在分歧的困境。笔者认为应当增加“独立性”判断标准，从经济因素判断服务主体并且明确以合理原则为主，本身违法原则为辅的规制格局，期以保障消费者的购买权和选择权，促进直播产业的健康发展。
In the mode of e-commerce live broadcasting, the head anchor has a big right to speak. Through the research on the cause, content and impact of PMFN terms, the signing of a low-cost agreement between the head anchor and the brand is a typical generalized PMFN term. This will restrict the positive and balanced market competition, damage the independent pricing power of the brand and the rights and interests of the vast majority of consumers, and the necessity of legal regulation is self-evident. In the process of regulation evaluation, there is a dilemma that the head anchor’s monopoly position and the abuse of market dominant position are blurred. In the process of regulating it, there is a dilemma that the principle of regulation is different between the law enforcement department and the judicial department. The author believes that we should increase the “independence” judgment standard, judge the service subject from economic factors, and clarify the regulatory pattern based on the principle of rationality, supplemented by the principle of lawbreaking, in order to protect consumers’ purchase right and choice, and promote the healthy development of the live broadcast industry.