摘要：
本研究主要參考歐盟與日本的產業調查報告，就國內網路銷售產業進行實證評估，根據初級資料、次級資料、訪談與問卷調查結果，發現國內網路銷售產業雖然金額逐漸擴大，不過以集中度比率、HHI以及熵指數等市場競爭衡量指標來看，均呈現國內批發業或零售業的網路銷售市場競爭程度提高，並無廠商具絕對市場優勢現象，國內零售批發商、製造商或平臺商比較常見的策略主要以獨家交易限制、限制廣告價格以及最惠客戶限制等為主，從問卷調查結果也發現類似結果，惟是否足以影響交易秩序，以及是否真的觸及違法行為，仍有待主管機關取得個案資料深入研析。
本研究建議在B2B2C模式可能出現雙/多邊市場特性的情況下，或可以盈利分析法作為初步判斷是否為同一市場的參考，並應兼顧結構面與行為面的因素，或可將獨家交易限制與最惠客戶條款列為優先觀察行為，並以3C產品、服飾鞋子以及生活用品列為重點觀察商品，同時持續蒐集國外案例釐清限制競爭規範，對於產業生態系的發展對競爭法的影響尤應預為綢繆，惟應先解決調查對象不易取得的問題，以及反競爭行為的分析應更關注個案的差異性。
This research mainly refers to the industry survey reports of the European Union and Japan to conduct an empirical evaluation of the domestic online sales industry. Based on primary data, secondary data, interviews and questionnaire survey results, it is found that the domestic online sales industry has gradually expanded in value. While the market competition measures such as the degree of concentration ratio, HHI, and entropy index all show that the degree of competition in the online sales market of the domestic wholesale or retail industry has increased, and no any firm has an absolute market power. From the perspective of domestic retail wholesalers, manufacturers or platforms, the most common strategies used mainly focus on exclusive restrictions, restrictions on advertising prices, and most favored nation restrictions. Similar results have been found from the survey. However, it is subjected to authority in-depth study by case data.
This study suggests that B2B2C model may have dual/multilateral market characteristics, the profit analysis method could be used as a reference judgment and the structural and behavioral factors should be taken into account. The exclusive restriction and most favored nation clause could be listed as a priority investigation behavior, and 3C products, clothing and shoes, and household appliances as the key observation products. At the same time, keep continuing study foreign online sales industry cases and evaluating the impact of industrial ecosystem to the competition as a precaution is important to the authority. While the survey sampling should be solved in advance and pay more attention to the case specific differences when under investigation.
