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保护消费者利益是反垄断法的重要规范目标,消费者福利标准是该目标在反垄断法体系中的具体化形式。但无论总体福利标准抑或消费者剩余标准均建立在产出价格分析的基础上,对消费者多元化偏好的忽视导致其面临福利加总困局和非价格竞争评价困境。消费者选择标准强调反垄断法应致力于保护选择范围,除有限理性诱发消费者忽略的涉及远期不确定风险的选项外,其他类型选项的多元化范围严重受限应被视为反竞争效果的表征。由于将产出价格分析容纳在内,消费者选择标准可在常规案型中得出与消费者福利标准相同的结论,而对于非价格竞争的关注则可使其能够为双边市场、信息限制、后续市场锁定等疑难案型提供更为妥适的规范指引。
Protecting the interests of consumers is an important normative target of antitrust law, and the standard of consumer welfare is the specific form of the antitrust law. However, whether the overall welfare standards or the consumer surplus standards are based on the analysis of output prices, the neglect of diversified consumer preferences causes them to face the dilemma of adding benefits and non-price competition. Consumers’ selection criteria emphasize that antitrust laws should be devoted to the protection of choices and, except that bounded rationality induces consumer-neglected options that involve long-term uncertain risks, the wide range of diversification of other types of options is severely limited as anti-competitive effects Characterization. Due to the inclusion of output-price analysis, consumer selection criteria lead to the same conclusion as consumer welfare standards in the conventional case, while concerns about non-price competition can enable them to provide support for bilateral markets, information restrictions, Follow-up market lock and other difficult cases provide more appropriate guidelines.