Abstract
The network retail industry has been in a highly centralized pattern. According to the relevant concepts in the traditional industrial organization theory, this highly concentrated market needs regulation. Behind the rapid development of industry is the hidden worry that is constantly exposed. In 2011, Taobao announced a substantial increase in annual fees and software service fees, which caused conflicts with small and medium sellers. In the price war in Jingdong, it may have been sold at a price lower than the cost. The traditional industrial organization theory usually thinks that the monopoly market structure is not good. Because of its pricing model based on its own marginal cost and marginal income, it will cause welfare losses to consumers, resulting in low market efficiency and unnecessary losses. This paper first expounds the basic connotation and judgment criteria of monopoly, analyzes the monopoly and characteristics of online retail industry in the "Internet +" era, and finally puts forward some governance strategies for the monopoly problems existing in the current online retail industry.
Highlights
Since China Merchants Bank launched online banking services in China in September 1999, online retailing and e-commerce in China have officially started their embryonic stage
From 2010, it officially entered a period of rapid development, and the market form gradually turned into oligopoly competition
Taobao C2C's business model makes it necessary to attract buyers and sellers to trade on the platform at the same time, and it is defined as bilateral monopoly
Summary
Since China Merchants Bank launched online banking services in China in September 1999, online retailing and e-commerce in China have officially started their embryonic stage. Different from the traditional industrial monopoly, the monopoly under the Internet enables enterprises to control the price changes, and enables enterprises to obtain countless private information [2]. Through these big data calculations, Internet companies can more accurately extract the most producer surplus from each consumer, which will reduce the production efficiency of the whole industry. Chinese e-commerce companies have mastered the private information of 782 million online shoppers in China, and their security problems are worth studying
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