搭配销售的有效性研究

Research on the Effectivity of Tie-in-sale

搭配销售是厂商的销售策略之一,但并不总是有效。本文对搭配销售有效的条件以及纯粹搭售和混合搭售的有效性进行了比较研究,在此基础上,指出厂商只有合理而合法地进行搭配销售,才能达到提高自身经济收益和消费者福利的“双赢”效果。

Tie-in-sale is one of the sale strategies for firms,but it is not always effective.The paper not only makes research on what conditions that the tie-in-sale is effective,but makes comparative studies about the effectivity of pure tie-in-sale and mixed tie-in-sale.Based on that,the paper points out that only when the firm makes a tie-in-sale rational and legal,its own economic returns and consumers' welfare can be obtained at the same time.