Game Analysis Of Bundling Product Supply Chain Under Different Market Demand Environment

In recent years,the rapid economic growth and the gradual improvement of people's consumption level have led to fierce competition in the market environment.In order to occupy a place in the market,enterprises need to continuously update and iterate their products to quickly meet the needs of consumers.As an effective way of symbiotic marketing,bundling is also adopted by more and more enterprises.However,bundling is a double-edged sword for enterprises.If enterprises can correctly formulate bundling strategies,they can not only bring benefits to enterprises,but also make consumers willing to buy bundling products and have favorable impression on enterprises.On the contrary,the wrong sales strategy will bring adverse effects on both enterprises and consumers.Therefore,both sides of the supply chain need to make different decisions under different market demands.From the perspective of supply chain,this paper regards suppliers and retailers as decision-makers.On the premise that demand is affected by price,retailer's advertising investment and supplier's quality control,this paper studies the sales strategies of selling products separately and selling products in a pure bundle under different power structures.It provides theoretical basis for the implementation of the optimal sales strategy,advertising investment and product quality control of suppliers and retailers.By constructing three demand function models,the following conclusions are obtained: When demand is influenced by price,suppliers and retailers get the maximum profit when they are in the dominant position,and the two products are not suitable for bundling under this model.When demand is related to the retailer's advertising investment,bundling will put the retailer at a complete disadvantage when the supplier is in the dominant position.In the model where demand is influenced by supplier quality control,retailers are more willing to choose bundling,but for suppliers,neither sales model can recover their losses in product quality control.