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系統識別號 U0002-0906200812091100
中文論文名稱 市場佔有率在水平結合管制之地位與應用研究
英文論文名稱 The Study of the Role and Application of Market Share in the Horizontal Merger Control
校院名稱 淡江大學
系所名稱(中) 管理科學研究所博士班
系所名稱(英) Graduate Institute of Management Science
學年度 96
學期 2
出版年 97
研究生中文姓名 陳紀元
研究生英文姓名 Chi-Yuan Chen
學號 889560024
學位類別 博士
語文別 中文
口試日期 2008-05-24
論文頁數 123頁
口試委員 指導教授-趙榮耀
共同指導教授-李培齊
委員-趙榮耀
委員-李旭華
委員-婁國仁
委員-汪渡村
委員-何之邁
委員-莊春發
委員-賴源河
中文關鍵字 水平結合  市場佔有率  市場集中度  反托拉斯 
英文關鍵字 antitrust  horizontal merger  concentration  market share 
學科別分類
中文摘要 競爭法主管機關對無反競爭或實質減損競爭關切之無問題案件,不須結合事業提供太多資料,而予快速審結,已成國際反托拉斯界的共識。

在快速審結原則下,申報門檻高低與有反競爭或實質減損競爭之虞的結合案件是否合法存在,息息相關。本論文發現我國現行規範確實存在結合事業之市場集中度或市場佔有率,高者不須申報,低者卻須申報的現象。另亦發現現行之結合定義、市場界定等均存有類似的現象,有須予以調整。

在做為快速分辨有無反競爭或實質減損競爭關切,亦即為快速審查與深入審查之指標上,本論文由我國產業之長期資料發現:兩事業之市場佔有率差距在20%以上,即相對市場佔有率小於0.8,可推論該兩事業之市場佔有率差距明顯,品牌間衝突不會發生,排名也不會變動。而此相對市場佔有率0.8配合結合事業之市場排名,在充份表達市場競爭結構,快速分辨有無反競爭或實質減損競爭關切方面,較世界各國目前使用之市場佔有率(絕對市場佔有率)或市場集中度等審查門檻指標清楚明確。

關鍵字:水平結合、市場佔有率、市場集中度、反托拉斯。
英文摘要 It has become a consensus among the anti-trust field that the competition authorizations will not request the merger business which does not have concerns of anti-competition or substantially lessening competition to provide voluminous data. These non-problematic merger cases will enjoy the treatment of fast decree.

Under the fast decision-made requirement, whether there are legally un-notified/un-filed cases with the concerns of anti-competition or substantially lessening competition, it is closely related to the notification or filing thresholds. According to the dIssertation, the current thresholds in Taiwan do exempt the merger business of high concentration ratio or high market share from the notification/filing obligation; whereas those with low concentration or share have to notify/file. Besides, the similar scenarios are also found in merger definition and relevant market coverage.

Empirical analysis of Taiwan markets was conducted to further understand the criteria of quick look and in-dept review. It has found when the market share difference between two businesses is larger than 20%, which means the relative market share is smaller than 0.8, it can be concluded that there is an obvious market share difference, thus there will not have conflict or ranking change between these two businesses. Using the relative market share 0.8 and the market ranking can better illustrate the competition configuration and be more quickly in determining whether there are concerns of anti-competition or substantially lessening competition. These two criteria are more explicit than the criterion of market share (absolute market share) or concentration ratio used currently.
論文目次 市場佔有率在水平結合管制之地位與應用研究目錄

道謝 I
摘要 Ⅱ
ABSTRACT Ⅲ
目錄 Ⅴ
表目錄 VIII
圖目錄 VIII
第一章 導論
第一節 研究動機及目的 1
第二節 研究範圍及方法 3
第三節 研究問題 5
第四節 本論文架構 6
第二章 水平結合管制之理論與實務
第一節 水平結合之管制理論
一、水平結合管制之目的 8
二、各國水平結合管制程序 10
第二節 各國申報及審查門檻實務
一、台歐美之相關規範 10
二、國際競爭組織的觀點 13
三、台歐美在門檻及程序之比較 14
第三章 競爭與市場佔有率
第一節 競爭的概念
一、反托拉斯與經濟學之競爭概念 18
二、行銷學之競爭概念 20
三、競爭概念在水平結合的應用 24
第二節 集中度HHI與市場佔有率
一、集中度HHI與市場佔有率之比較 25
二、競爭的本質與判斷 26
第三節 市場佔有率在水平結合之應用
一、市場佔有率在各國結合管制之規範 29
二、我國結合之市場佔有率規定與問題點 31
三、市場佔有率在水平結合之虛擬應用 32
四、市場佔有率為結合管制之可行性 37
第四章 市場範圍界定
第一節 市場界定的重要性與發展
一、市場界定的重要性 40
二、市場界定的發展 42
第二節 反托拉斯之需求與供給替代性
一、需求替代性與供給替代性 44
二、SSNIP檢測 47
第三節 行銷在市場界定之應用與芻議
一、市場界定觀點歸納 49
二、行銷觀點的導入 51
三、市場界定芻議 53
四、芻議可行性研析 55
第五章 市場佔有率的應用
第一節 競爭與相對市場佔有率
一、競爭與市場佔有率差距 57
二、市場自然演化 58
三、市場佔有率與相對市場佔有率 59
第二節 高集中度下之競爭實証
一、機車市場實証研究 61
二、行動電話市場實証研究 67
第三節 排序變化與相對市場佔有率
一、市場佔有率差距與排序變化 70
二、排序發生變化前之相對市場佔有率 72
三、排序未發生變化之相對市場佔有率 73
四、RMS 0.8之不同樣本數檢測 75
五、RMS 0.8之企業經營者意見 76
六、RMS 0.8之鑑別分析 78
第六章 架構台灣水平結合新機制
第一節 新申報及審查機制方向芻議
一、現行結合申報的問題 81
二、域外結合申報的問題 84
三、新申報機制方向芻議 86
四、新審查機制方向芻議 89
第二節 新申報及審查機制對現行制度之影響
一、新舊機制之異同 92
二、健全反托拉斯功能 93
三、有效運用行政資源 94
四、提升實質審查品質 95
第七章 總結
第一節 問題及解決與未來研究方向
一、高門檻申報 97
二、結合定義 98
三、域外結合 99
四、相談機制 99
五、市場結構與競爭行為孰重 100
六、相對市場佔有率是新的指標 101
七、RMS 0.8是結合審酌可參考的指標 101
第二節 結語 103
參考書目
一、中文期刋及書籍 107
二、外文期刋及書籍 109
三、法規、案例及其他 115
附錄
一 企業經營者意見問卷 118
二 預測分類結果詳細統計表 120

表目錄
表3-1 1992-2001年台灣水泥事業市場佔有率及HHI表 33
表3-2 1992-2001年台灣水泥市場市場排序變動表 34
表5-1 台灣行動電話事業水平結合之集中度變化表 68
表5-2 排序變化與排序未變化分期樣本數表 76
表5-3 正典鑑別分析 78
表5-4 預測分類結果(Classification results) 79
表5-5 排序未變的觀察之錯誤分配分析 79

圖目錄
圖2-1 歐盟及美國實質審查HHI門檻差異圖 16
圖3-1 1992-2001年台灣水泥事業市場佔有率曲線圖 33
圖3-2 1992-2001年台灣水泥市場競爭結構圖 34
圖3-3 B、C、E、F、I五家事業虛擬結合後之競爭結構圖 38
圖3-4 C、E、F、I四家事業虛擬結合後之競爭結構圖 38
圖5-1 1979-2000年台灣機車市場HHI曲線圖 62
圖5-2 1979-2000年台灣機車市場CR4及四大事業市場佔有率曲線圖62
圖5-3 1992-2000年三大機車事業產品別市場占有率曲線圖 66
圖5-4 2000-2004年台灣行動電話事業市場佔有率曲線圖 68
圖5-5 2000-2004年台灣行動電話事業每去話分鐘營業收入曲線圖 70
圖5-6排序變化與排序未變化曲線圖 75
圖5-7排序變化與排序未變化分期曲線圖 75
圖6-1高市場佔有率不須申報圖 82
圖6-2 新舊申報及審查機制之異同示意圖 93
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法規、案例及其他
公平會,(1992A),公平交易法對有線電視相關事業規範說明,545次委員會議修正,91.4.22公壹字第0910003604號令發布。

公平會,(1992B),公平交易法對電信事業之規範說明,525次委員會議修正,91.3.4公壹字第0910001896號令發布。

公平會,(1992C),公平交易法對4C事業跨業經營行為之規範說明,534次委員會議通過,91.2.21公壹字第0910001576號令發布。

公平會,( 1992D ),市場範圍之界定與市場佔有率之計算,第四次委員會議通過。

公平會,(1999),和信電訊與東榮電信結合案, 8卷5期公報。

公平會,( 2002 A),台北台南航線及台北台東航線之票証免背書轉讓案,91年12月20日,公聯字第091005號及第091006號許可決定書。

公平會,( 2002B ),公平會審理航空公司從事票証免背書轉讓行為相關案件處理原則,11卷5期公報,PP22-23。

公平會,( 2002C ),公平交易法對電信事業之規範說明,11卷4期公報,PP4-20。

公平會,(2002D),事業結合須知,561次委員會議修正,91.8.16公壹字第0910007986號令發布。

公平會,(2002E),金融控股公司結合案件審查辦法,91.3.27會銜財政部以公壹字第09100071903號令修正發布。

公平會,(2002F),公平交易法對於機車事業規範說明,542次委員會議修正通過,91.4.12公貳字第0910003286號令發布。

公平會,(2002G),域外結合案件處理原則,91.7.1公法字第0910006094號令。

公平會,(2002H),錢櫃與好樂迪結合業,6卷3期公報。

公平會,(2003A),和信電訊與遠傳電信結合案,13卷2期公報。

公平會,( 2003B ),美商ADVANCED MICRO DEVICES INC.與日商FUJITSU LIMITED結合案,92年5月15日601次委員會議。

公平會,( 2003C ),加拿大商薩克其萬鉀鹽與阿拉伯鉀鹽結合案,92年10月2日621次委員會議。

公平會,(2003D)新台北與麗冠有線電視結合案,561次委員會議。

公平會,( 2004B ),日商JAPAN STORAGE BATTERY CO., LTD與日商YUASA CORPORATION結合案,93年1月29日638次委員會議。

公平會,( 2004C ),日商精工愛普生與日商三洋電機結合案,93年10月21日676次委員會議。

公平會,( 2004D ),荷商VNU N.V.與英商WPP GROUP PLC結合案,93年11月18日680次委員會議。

公平會,(2005),公平會案件統計,WWW.FTC.GOV.TW。

公平會,( 2008 ),好樂迪與錢櫃結合案,97年4月24日公結字第097002號。

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