垄断与竞争环境下的产品捆绑销售定价策略研究

发布时间：2018-05-23 09:26

本文选题：产品捆绑 + 定价策略　；参考：《华南理工大学》2015年硕士论文

【摘要】：随着经济的快速发展,商品种类繁多,市场竞争变得异常激烈,各个企业和商家为了在竞争中保持不败之地,采取各种营销手段促进销售,其中,捆绑销售作为一种有效的营销手段,是商家普遍采用的市场策略。对企业而言,捆绑销售可以看作与数量折扣相似,大体上而言捆绑销售的成功依赖于制定合理的捆绑策略以“1+l2”的效果达到两种商品的协调和相互促进,最终实现企业的利润最大化。对于消费者而言,恰当的捆绑能够降低消费者的搜寻成本,此外,消费者购买捆绑产品还可以节省经济成本并获得更大的价值。市场营销与经济学方面的文献已经对捆绑销售的许多方面进行了研究,主要包括价格歧视,准入遏制,节省成本等。本文首先介绍了捆绑销售的相关信息,并且梳理了近年来国内外学者对于产品捆绑的研究现状。接着本文运用效用的方法研究了两种产品的捆绑策略,主要包括纯捆绑策略以及混合捆绑策略。混合捆绑策略中,分别讨论了垄断情形下定价策略以及和竞争状态下的博弈策略。结果表明:垄断模式下,纯捆绑销售策略的最优定价小于无捆绑销售策略下产品的最优单价之和,混合捆绑策略的实施会使产品的售价升高,边际成本对三种策略的影响程度不同;竞争模式下,最优的捆绑策略是存在的,并且市场上存在一个进入壁垒,只有满足准入条件时,零售商进入市场参与竞争才是有优势的;企业可以通过价格调节机制或利润分配制度等手段发挥市场圈定作用避免竞争环境的形成;边际成本对垄断模式下销售策略的影响比对竞争环境下均衡状态的影响大。
[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.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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