考虑捆绑销售的多产品供应链定价策略

以一个制造商向一个零售商同时销售两种互补产品的二级供应链为研究对象,研究了制造商、零售商分别采用不同捆绑策略下的供应链定价博弈问题,并对四种定价模型(分开—分开,分开—捆绑,捆绑—分开,捆绑—捆绑)进行比较分析,探讨了产品互补程度、边际利润水平与供应链利润、最优捆绑策略的关系。研究结果表明,对领导者制造商而言,采取分开定价是占优决策;对于追随者零售商而言,是否采取捆绑定价取决于产品互补程度与产品边际利润水平比值,当产品互补程度变大或者边际利润比值降低时,零售商的最优策略由捆绑策略向分开定价策略转变。

Multi-product Pricing of Supply Chain Based on the Bundling Strategy

This study considers the bundling strategy in a manufacturer-leading supply chain with a multi-product manufacturer, who sells two complementary products to an independent retailer. We establish four supply chain pricing decision model, including the pure components—pure components, pure components—pure bundling, pure bundling—pure components, and pure bundling—pure bundling model, with considering the different bundling strategies between the manufacturer and retailer. By applying a game-theoretical method, then corresponding equilibrium solutions are obtained. Finally, by comparing and analyzing the optimal profit in different decision cases we explore the relationship among product complementarity, the ration of unit marginal profit and the optimal bundling strategies. The result indicates that for manufacturer, it is always superior to take the pure components strategy; however, for the retailer, the optimal strategy is determined by the degree of product complementarity and the ration of the unit profit margins between the complementary products. Moreover, the retailer's optimal strategy turns pure bundling to pure components when the product complementarity increases or the ration of unit marginal profit decresases.