捆绑销售策略的合理性及实施条件分析  

Analysis on the Reasonableness and Implementation Conditions of Bundling Strategy

作　　者：姜磊磊[1] 胡畔[1] 王璐[1] 孙莉莉[1] JIANG Lei-lei;HU Pan;WANG Lu;SUN Li-li(Anhui Radio and TV University, Hefei 230022, China)

机构地区：[1]安徽广播电视大学,合肥230022

出　　处：《安徽广播电视大学学报》2017年第2期29-32,共4页Journal of Anhui Radio & TV University

基　　金：安徽省教育厅优秀青年人才支持计划重点项目(项目编号:gxyq ZD2016447)

摘　　要：捆绑销售作为一种营销策略,逐渐被企业广泛采用。企业采取捆绑销售策略,有其存在的合理性,然而由于企业对产品的不合理搭配,该策略并非总是有效的。捆绑销售策略的成功实施须具备若干条件,包括捆绑产品市场的支配力、捆绑产品之间的关联性、定位的重叠性、定价合理性、成本费用等。Bundling as a marketing strategy,is gradually adopted by the enterprises.The enterprises employ the bundling strategy,which has its reasonableness.However,it is not always effective because of the unreasonable mix of products.The successful implementation of bundling strategy must have certain conditions,including the bundled product market dominance,the relationship among bundled products,the positioning overlap,the reasonableness of pricing,the cost and so on.

关 键 词：捆绑销售 合理性分析 实施条件 

分 类 号：F713.55[经济管理—市场营销]