本文選題：產(chǎn)品捆綁 + 定價(jià)策略��； 參考：《華南理工大學(xué)》2015年碩士論文

【摘要】：隨著經(jīng)濟(jì)的快速發(fā)展,商品種類(lèi)繁多,市場(chǎng)競(jìng)爭(zhēng)變得異常激烈,各個(gè)企業(yè)和商家為了在競(jìng)爭(zhēng)中保持不敗之地,采取各種營(yíng)銷(xiāo)手段促進(jìn)銷(xiāo)售,其中,捆綁銷(xiāo)售作為一種有效的營(yíng)銷(xiāo)手段,是商家普遍采用的市場(chǎng)策略。對(duì)企業(yè)而言,捆綁銷(xiāo)售可以看作與數(shù)量折扣相似,大體上而言捆綁銷(xiāo)售的成功依賴(lài)于制定合理的捆綁策略以“1+l2”的效果達(dá)到兩種商品的協(xié)調(diào)和相互促進(jìn),最終實(shí)現(xiàn)企業(yè)的利潤(rùn)最大化。對(duì)于消費(fèi)者而言,恰當(dāng)?shù)睦壞軌蚪档拖M(fèi)者的搜尋成本,此外,消費(fèi)者購(gòu)買(mǎi)捆綁產(chǎn)品還可以節(jié)省經(jīng)濟(jì)成本并獲得更大的價(jià)值。市場(chǎng)營(yíng)銷(xiāo)與經(jīng)濟(jì)學(xué)方面的文獻(xiàn)已經(jīng)對(duì)捆綁銷(xiāo)售的許多方面進(jìn)行了研究,主要包括價(jià)格歧視,準(zhǔn)入遏制,節(jié)省成本等。本文首先介紹了捆綁銷(xiāo)售的相關(guān)信息,并且梳理了近年來(lái)國(guó)內(nèi)外學(xué)者對(duì)于產(chǎn)品捆綁的研究現(xiàn)狀。接著本文運(yùn)用效用的方法研究了兩種產(chǎn)品的捆綁策略,主要包括純捆綁策略以及混合捆綁策略�；旌侠壊呗灾�,分別討論了壟斷情形下定價(jià)策略以及和競(jìng)爭(zhēng)狀態(tài)下的博弈策略。結(jié)果表明:壟斷模式下,純捆綁銷(xiāo)售策略的最優(yōu)定價(jià)小于無(wú)捆綁銷(xiāo)售策略下產(chǎn)品的最優(yōu)單價(jià)之和,混合捆綁策略的實(shí)施會(huì)使產(chǎn)品的售價(jià)升高,邊際成本對(duì)三種策略的影響程度不同;競(jìng)爭(zhēng)模式下,最優(yōu)的捆綁策略是存在的,并且市場(chǎng)上存在一個(gè)進(jìn)入壁壘,只有滿(mǎn)足準(zhǔn)入條件時(shí),零售商進(jìn)入市場(chǎng)參與競(jìng)爭(zhēng)才是有優(yōu)勢(shì)的;企業(yè)可以通過(guò)價(jià)格調(diào)節(jié)機(jī)制或利潤(rùn)分配制度等手段發(fā)揮市場(chǎng)圈定作用避免競(jìng)爭(zhēng)環(huán)境的形成;邊際成本對(duì)壟斷模式下銷(xiāo)售策略的影響比對(duì)競(jìng)爭(zhēng)環(huán)境下均衡狀態(tài)的影響大。
[Abstract]:With the rapid development of economy and the wide variety of commodities, the market competition has become extremely fierce. In order to maintain an invincible position in the competition, enterprises and businesses adopt various marketing measures to promote sales, among which, As an effective means of marketing, bundling is a common marketing strategy adopted by merchants. For enterprises, bundled sales can be seen as similar to quantity discounts. In general, the success of bundling depends on the formulation of reasonable binding strategies to achieve the coordination and mutual promotion of the two commodities. Finally realize the profit maximization of the enterprise. For consumers, proper bundling can reduce consumers' search costs, in addition, consumers can save money and gain more value by purchasing bundled products. The literature on marketing and economics has studied many aspects of bundled sales, including price discrimination, entry containment, cost savings and so on. This paper first introduces the related information of bundling sales, and combs the domestic and foreign scholars' research status of product bundling in recent years. Then, the utility method is used to study the binding strategies of two kinds of products, including pure bundling strategy and hybrid bundling strategy. In the hybrid bundling strategy, the pricing strategy under monopoly and the game strategy under competition are discussed respectively. The results show that the optimal pricing of pure bundling strategy is less than the sum of the optimal unit price of products without bundling strategy in monopoly mode, and the implementation of hybrid bundling strategy will increase the price of products. The influence of marginal cost on the three strategies is different: under the competition mode, the optimal bundling strategy exists, and there is a barrier to entry in the market, only when the entry condition is satisfied, the retailer can enter the market to participate in the competition. Enterprises can play the role of market delineation to avoid the formation of competitive environment by means of price regulation mechanism or profit distribution system. The marginal cost has more influence on the sales strategy than on the equilibrium state in the competitive environment.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274

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本文編號(hào)：1924166