A Study On The Effective Implementation Of Bundling-sale And The Strategy For Customer Satisfaction

The concept of bundling-sale was used in the marketing area since the age 70 in the 20th century, but the definition of bundling and its classification are still controversial. With the development of economy and the abundance of commodities, bundling-sale is becoming more and more popular, it has being or will be adopted in most enterprises. However, bundling-sale is a double-edged sword, if implemented properly, it will not only bring benefits for the enterprise but also make consumers satisfied and let them willing to buy; if not, it may cause losses and make influences to both enterprises and consumers.Therefore, enterprises should first understand what bundling-sale is, know the intent of consumer purchasing, and then study how to implement bundling-sale properly and effectively. Based on these, this paper did researches on the following questions:(1) What is bundling-sale and how to classify it?(2) What about the intent of consumers to purchase the different kinds of bundling-sale products?(3) How to implement bundling-sale effectively in order that it can not only bring benefit to enterprises but also make consumers satisfied?First of all, according to the definitions of many researchers, the definition of bundling-sale will be divided into broad and narrow aspects, and in the text we use the broad definition. And based on different kinds of bundling-sale, it is classified to 10 categories, 27 kinds of specific types, each with specific explanations and justifications.Second, in order to know about the intent of consumer purchasing, relying on various of binding types, the paper studied the purchasing intent of every specific type from the aspect of cunstomers, and gave the explanation and analysis. In addition, from the whole kinds, the highest and the lowest 5 marks which represent the corresponding kinds are also analysed.Finally, according to the purchasing intent of each kind, combined with the enterprises'marketing strategy, this paper give the effective implementation strategy from three aspects:pre-sale analysis,sale strategy and after service. The core content is sale strategy, including three aspects: price strategy,mode strategy and product strategy. In addition, to various aspects, the paper also gives specific recommendations and implementation strategies.