绑售定价行为的经济分析——以买一送一为例

The Economic Analysis of Bundling Pricing:The Case of "Buy One, Get One"

延伸Tirole(1988)关于同种商品绑售定价的研究,将消费者的离散分布修改为连续分布,在厂商只有正常定价和绑售定价两种定价方式的假定下,分析厂商最优定价战略以及厂商定价战略与社会福利的关系。结论为:厂商定价战略通常与其产品单位生产成本有关。若其单位生产成本较高,一般会采用正常定价战略;反之,则会采用绑售定价战略。厂商的定价行为是否能够最大化社会福利,与消费者从消费第二单位产品所得满足程度的大小及产品的单位生产成本的大小有关。

To extend the research in Tirole （ 1988 ） on bundling pricing of homogeneous products, this paper analyzes the optimal pricing strategy of a firm as well as the relation between its pricing strategy and social welfare by changing discrete distribution to continuous distribution and assuming that firms are confined to the option of either normal pricing or bundling pricing. It is found that pricing strategy of a firm is usually related to the unit cost of production. If the unit production cost is relatively high, the firm usually adopts normal pricing strategy; other- wise, bundling pricing strategy would be preferred. Whether the pricing behavior of firms could maximize social welfare depends on the utility consumers derive from consuming the second unit of commodity as well as the unit cost of production.