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对于捆绑策略和扩散模型很早就有学者开始研究。有关捆绑策略与模型分析的文献主要集中于价格策略研究而缺少时间策略。在本文中,我们对捆绑销售策略进行了扩展,以时间维度作为扩散模型的方法。我们通过捆绑产品的产品差异化模型——霍特林模型作为工具将捆绑策略和创新扩散模型结合起来。文中运用了在多产品垄断的情况下捆绑策略的双峰利润函数模型并且得到两个主要结果。依据节约成本的管理和营销系数,本文得出了最佳捆绑时机和多产品垄断情况下的价格。这一结论将为企业选择营销策略提供坚实而有价值的信息。
Scholars have long been involved in the study of bundling strategies and diffusion models. The literature on bundling strategy and model analysis focuses mainly on the study of price strategy and the lack of time strategy. In this article, we extend the bundling strategy by using the time dimension as a diffusion model. We combine the bundling strategy with the diffusion of innovation model by bundling the product differentiation model of the product, the Hotelling model, as a tool. The article uses the bimodal profit function model of the bundling strategy in the case of multi-product monopoly and obtains two main results. Based on cost-saving management and marketing factors, this paper concludes with the best timing of bundling and the price of a multi-product monopoly. This conclusion will provide enterprises with solid and valuable information for choosing marketing strategy.