捆绑策略对于低性能产品引入的价值  

Value of bundling strategies in introducing low quality products

作　　者：杨光勇[1] 计国君[1] 

机构地区：[1]厦门大学管理学院,厦门361005

出　　处：《管理科学学报》2017年第4期84-100,共17页Journal of Management Sciences in China

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)

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.How to introduce low quality products into existing high quality product lines has become an important issue faced by firms, especially when low quality products have various marginal costs and customers an- ticipate future sales and choose purchase timing to maximize their expected surplus. This paper studies the val- ue of bundling strategies in low quality product introduction. Specifically, four types of strategies are consid- ered： the benchmark strategy, which sells high strategy as well as mixed bundling strategy which quality products only, pure bundling strategy, unbundling sells low and high quality products simuhaneously. Our con- clusions show that when low quality products have low marginal cost and strongly threaten to cannibalize the sale of the existing products, firms should not introduce low quality products. Furthermore, when low quality products have medium or low marginal cost and weakly threaten to cannibalize the sale of the existing prod- ucts, firms should choose mixed bundling strategy to offer low quality products. Finally, the applicable conditions for both the pure bundling strategy and unbundling strategy are analyzed.

关 键 词：低性能产品 捆绑策略 竞食性 边际成本 

分 类 号：F253.4[经济管理—国民经济]