“讨价还价”的背后——对现行市场销售模式的法理批判

当今,讨价还价已经成为市场销售的主要模式。讨价还价虽然与自愿和公平有联系,但并不反映自愿与公平;相反,讨价还价与欺诈联系在一起。从效率的角度看,讨价还价也不能反映真实的市场供需关系;相反,它极大地增加了市场的交易成本以及政府的决策成本和管理成本,也抑制了供应商的生产积极性。商品的价格不只是人与自然的关系,更反映了人与人之间的关系,因此,商品价格的确定就不只在于效率,更在于公平。商品价格的公平性就在于成本加合理利润,因此,成本与利润信息的充分披露可以保证消费者在讨价还价中免于欺诈。集团购买以及标准合同也在一定程度可以弥补消费者讨价还价能力的不足。而作为消除讨价还价的销售模式最为有效也最为现实的办法,莫过于以明码实价的方式代替明码标价的规定。对此,政府的价格调控措施必须有所作为。

Behind Bargaining: A Jurisprudential Comment on the Selling Mode in Present Markets

Nowadays,bargaining has become a main marketing mode.Connected as it is with willingness and justice,bargaining per se does not indicate willingness or justice.Rather,it is often associated with fraud.From the angle of efficiency,bargaining cannot reflect the actual demand and supply of markets either.On the contrary,it greatly increases the cost of market transactions and the cost of policy-making and management,and impairs the productive impetus of suppliers.Commodity price reflects not only the relationship between man and nature,but also human relations.Thus,price fixing means not only efficiency but justice.Reasonable price means cost plus reasonable profit.Therefore,a full disclosure of information of cost and profit may secure that customers will not suffer fraud in bargaining.To some extent,collective purchase and application of standardized contract can also remedy the consumers that are in disadvantageous position in bargaining.Maybe,the most effective and practical way to eradicate bargaining is to put goods on sale with net prices clearly marked rather than only mark the price clearly,to respond to which,the government must take measures to regulate prices.