考虑范围经济与转换成本的混合捆绑竞争  

Bundling competition with scope economies and switching costs

作　　者：吕魁[1,2] 胡汉辉[2] 王旭辉[1] 

机构地区：[1]南京审计学院审计信息工程重点实验室,南京210029 [2]东南大学集团经济与产业组织研究中心,南京210096

出　　处：《管理科学学报》2012年第12期10-24,共15页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(70833002;70873019;71103079);江苏省高校自然科学基金资助项目(09KJA520001);江苏省社会科学基金资助项目(10EYC021);南京审计学院人才引进资助项目(NSRC10001)

摘　　要：产业融合促进了多产品竞争.基于扩展的两维Hotelling模型,研究了范围经济和转换成本对网络产业中多产品捆绑销售竞争均衡的影响,并分析了捆绑销售和线性定价下公司利润和社会福利的差异.研究表明转换成本导致企业不对称的细分市场结构并对新产品设定低价策略,但捆绑定价与转换成本无关.范围经济增加则公司捆绑产品价格较大幅度下降,一站式用户获益较多;成本随之下降但公司利润减少.与线性定价相比,捆绑销售导致单件产品价格较低,提高了消费者转换率,削弱了转换成本对忠实用户的不利影响;捆绑销售下公司利润较低,消费者剩余增加;不考虑范围经济则捆绑销售的社会福利较低,但当范围经济效应足够大时,捆绑销售不仅提高消费者剩余而且增加社会福利.Industry convergence promotes the multi-product competition in the network industry. The effects of the scope economies and switching costs on the equilibrium of bundling competition are researched in the net- work industries based on the extended Hotelling model. Then the difference of the profit and social welfare be- tween the bundling and linear pricing are analyzed. The results show that the switching costs cause asymmetric segment market, while the bundling price is not relevant with the switching cost. The bundling price decreases quickly as the scope economies increases, so the consumers of on-stop shopping are benefited. Compared with the linear pricing, the bundling leads to lower components prices, promotes the switching rate of the consumers and reduces the negative effects of switching costs on loyal consumers ; The company＇s profits decrease while the consumer＇s surpluses increase in bundling. The bounding can lead to more consumers＇ surplus and social welfare than the linear pricing when the effects of the scope economies are large enough.

关 键 词：捆绑销售 范围经济 转换成本 多产品竞争 

分 类 号：F224.9[经济管理—国民经济]