Legal Research on the Behavior of “The Lowest Price on the Net” of the Head Anchor in the Context of E-Commerce Live Broadcasting

随着电商直播行业的崛起，造就了一批在电商行业拥有一定话语权的头部主播。这些主播在带货过程中频繁使用“全网最低价”的营销策略，其背后涉及的法律问题不容忽视。本文主要根据头部主播在带货过程涉及的“全网最低价”行为进行浅层法律规范分析，从市场竞争与消费者两个层面指出这种行为存在的法律问题，包括滥用市场支配地位扰乱市场秩序、纵向价格垄断妨碍了其他商家的正常定价权以及虚假宣传侵犯了消费者的知情权和选择权三个方面。同时，在此基础上尝试提出具有可行性的解决方法，包含“占有市场支配地位”和“滥用”的认定标准、引入事先审查制度以及虚假宣传的法律规制。With the rise of e-commerce live broadcasting, a number of head anchors with certain voice in the e-commerce industry have been created. These anchors frequently use the “lowest price on the net” marketing strategy in the process of bringing goods, and the legal issues involved behind it should not be ignored. This paper is mainly based on the head anchor in the process of bringing goods involved in the “lowest price” behavior for shallow legal norms analysis, from the market competition and consumer level, and points out that this behavior exists in the legal problems, including the abuse of dominant market position to disrupt the market order, vertical price monopolization which impedes the normal pricing rights of other merchants, and false advertising which infringes on consumers’ right to know and right to choose. At the same time, on this basis, it tries to propose feasible solutions, including the criteria for recognizing “possession of a dominant market position” and “abuse”, the introduction of a prior review system, and the legal regulation of false advertising.