Abstract: The traditional theory of anti-monopoly law is based on “the individual efficiency doctrine”, that is, taking rational choice theory and asymmetric information theory as the base to pursue “the total welfare standards” from the implementation of anti-monopoly law. This will cause the antitrust law to lay too much emphasis on the malpractice of giving “tilt protection” to “individual consumers”. Only through reconstruction of the analytical paradigm of antitrust law, namely, turning from the “efficiency doctrine” to “consumer welfare orientation”, from “individual tilt protection” to “collective balanced weighting method”, finally replacing “individual efficiency doctrine” with “collective consumerism”, and establishing an appropriate implementation mechanism on this basis, can the overall protection of consumer rights be ultimately achieved.

Key words: Antitrust Law; efficiency; consumer welfare