捆绑销售的理论解析、策略选择与研究展望

Theoretical Analysis,Strategic Choice and Research Prospect of Bundling Sales

捆绑销售是企业常用的一种营销策略,也是微观经济领域关注的一种典型经济现象。当前捆绑销售行为非常普遍,对捆绑销售的认识、研究与创新也逐渐丰富,但学界研究大都缺乏数据支持。综合现有文献后发现,捆绑销售策略性意义依假设而变,企业应根据自身特点和境况决定是否捆绑产品以及如何捆绑产品;捆绑销售的创新方式虽多,但其最优捆绑方式依然主要依赖于产品特性、买卖双方特点和市场竞争环境。可以推断,以商家利益为目的的学术研究,未来将会推进与社会福利相关内容的研究,从而实现资源更加有效地配置以及人们生活水平的提高,而计算机信息技术、大数据技术的应用,也必将推动这一研究向纵深发展。

Bundling sales is a kind of marketing strategy commonly used by enterprises and a typical economic phenomenon in microeconomic field.At present,the bundling sales behavior is very common while the knowledge,research and innovation of bundling sales are gradually enriched,but most of the academic research is lack of data support.It can be found by synthesizing the existing literature that the strategic significance of bundling sales changes according to the hypothesis.Enterprises should decide whether or not to bundle products and how to bundle products according to their own characteristics and circumstances.Although there are many innovative ways of bundling sales,the optimal bundling way still depends on the product characteristics,the characteristics of both buyers and sellers as well as the market competition environment.It can be inferred that the academic research aimed at the interests of businesses will promote the social welfare-related research in the future so as to realize more effective allocation of resources and improvement of people’s living standards.The application of computer information technology and big data technology will also certainly promote this research to develop in depth.