捆绑策略对于低性能产品引入的价值

发布时间：2018-07-31 15:45

【摘要】：如何将低性能产品(低吸引力产品)引入现有高性能产品进行销售已成为企业关注的重要问题,尤其是当低性能产品具有各种边际成本结构以及顾客表现为在更长时间域理性选择购买时机的行为时.研究了捆绑策略对于低性能产品引入的价值,考虑了不引入低性能产品(只销售高性能产品)的基准策略以及引入低性能产品(同时销售两种产品)的完全捆绑策略、分开销售策略与混合捆绑策略.结论显示:当低性能产品的边际成本较低以及与高性能产品之间的竞食性较强时,不引入低性能产品对企业更有利.当低性能产品具有中等(较低)边际成本且与高性能产品之间的竞食性较弱时,企业应当采用混合捆绑策略引入低性能产品.此外,还分析了完全捆绑策略与分开销售策略的适用范围.
[Abstract]:How to introduce low performance products (low attractive products) into existing high performance products for sale has become an important issue for enterprises to pay attention to. Especially when the low performance product has a variety of marginal cost structures and customers behave as rational choice of buying time in a longer time domain. In this paper, we study the value of bundling strategy for low performance products, consider the benchmark strategy of not introducing low performance products (selling only high performance products) and the complete bundling strategy of introducing low performance products (selling two products at the same time). Separate sales strategy from mixed bundling strategy. The conclusion shows that when the marginal cost of low performance products is lower and the competition between low performance products and high performance products is stronger, it is more advantageous for enterprises not to introduce low performance products. When the low performance product has medium (low) marginal cost and the competition between the low performance product and the high performance product is weak, the enterprise should adopt the hybrid bundling strategy to introduce the low performance product. In addition, the scope of application of complete binding strategy and separate sales strategy is also analyzed.
【作者单位】：厦门大学管理学院;
【基金】：国家自然科学基金资助项目(71371138;71371159;71571151) 教育部人文社会科学研究基金资助项目(12YJC630264)
【分类号】：F274

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