运筹与管理2016，Vol.25Issue(6)：11-17,7.DOI:10.12005/orms.2016.0195
考虑捆绑销售的多产品供应链定价策略
Multi-product Pricing of Supply Chain Based on the Bundling Strategy
摘要
Abstract
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 bun-dling strategies between the manufacturer and retailer.By applying a game-theoretical method,then correspond-ing equilibrium solutions are obtained.Finally,by comparing and analyzing the optimal profit in different deci-sion 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 com-ponents strategy;however,for the retailer,the optimal strategy is determined by the degree of product comple-mentarity 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.关键词
供应链/捆绑策略/多产品定价/互补产品Key words
supply chain/bundling/multi-product pricing/complementary products引用本文复制引用
潘林,周水银..考虑捆绑销售的多产品供应链定价策略[J].运筹与管理,2016,25(6):11-17,7.基金项目
国家自然科学基金资助项目“面向价值共创的制造企业服务模块化与交互式匹配策略研究” （）
