Abstract: Ecar dealers double eleven promotion carnival makes another round of purchase wave, which caught the attention of the academic field. Taking ecar dealers “buyout” sales model as a cutting point, using antitrust law and antiunfair competition law to analyze the nature of the sales model, applying the principle of antimonopoly law, antiunfair competition law and price law and regulations to confirm the illegality and locate the immunity, we try to promote the hand in hand going on with industy freedom and fair competition.

Key words: auto electrical business, price, qualified resale price, unfair low price sale

摘要： 汽车电商的“双十一”促销狂欢掀起了又一轮购买狂潮，引起了学界的关注。以汽车电商的“一口价”销售模式为切入点，分别从反垄断法视角和反不正当竞争法视角来分析该销售模式的性质，应适用反垄断法、反不正当竞争法、价格法的原则和规定来认定其违法性，准确定位豁免情形，促进行业自由和公平竞争的协同并进。

关键词: 汽车电商, 一口价, 限定转售价格, 不正当低价销售 〖JP2〗