Research On Bundling Sales Under Different Market Environments

The rapid economic development has spawned an era of invincible goods,and the competition in the product market is in full swing.How to use the best marketing methods to sell products to customers has become a problem that many companies are concerned about and think about.Bundling sales,as a flexible multi-product sales approach,have been favored by companies,which not only contribute to the best-selling products,but also enhance the company's competitive advantage and create huge profits.Enterprises in the implementation of bundled sales strategy will inevitably be affected by a variety of factors,including the market environment as an external factor affecting the bundling sales strategy,has always been an objective reality,if companies can identify the characteristics of different market environments and timely adjustment of the binding strategy,no doubt is to obtain a winning formula.And further focus on the supply chain market environment,due to mutual control between the members of the decision-making,making the retail end of the bundling sales strategy will be affected by many factors within the system,including the decision-making behavior of the supply side can not be ignored.Upstream members through R & D investment,the continuous improvement of product production processes to reduce costs,in order to develop a competitive wholesale price,thereby affecting the downstream retailer's bundling sales decisions.Therefore,we have conducted systematic research on these two aspects.In addition,the object of bundling sales is a dazzling array of products.In practice,there are intricate and complex relationships between products,such as independent products,complementary products,and substitute products.Therefore,it is also important to clearly define target product categories and apply targeted bundling sales strategies.Based on the above understanding,this article first takes the complementary products as the research object,and focuses on analyzing andcomparing the implementation effects of the bundling sales strategy under three different market environments.Then it will further focus on the multi-manufacturer supply chain market environment to conduct in-depth research.Extend product types to three categories,based on the relevance of each product introduce the R&D behavior of the upstream manufacturers and discuss the issue of bundling sales decisions under the interaction of R&D and marketing.The study found that:(1)The structural differences in different market environments make the implementation of bundling sales strategies quite different.In a multi-manufacturer's supply chain environment,all members completely decentralize their decisions,making the profitability of the bundled sales strategy greatly reduced,and the profitability of the retail end to a minimum;the one-to-one structure under the bilateral monopoly environment can be regarded as manufacturing in the multi-manufacturer supply chain.As a result of the partial cooperation between the businesses,the profitability of the bundling sales strategy is only slightly reduced,and the profit at the retail end is the next highest;under the traditional monopoly environment,the integrated company is equivalent to achieving the full cooperation between the manufacturer and the retailer,and the retail end is more profitable.(2)In the multi-manufacturer's supply chain environment,when the product cost is symmetrical,for the independent products,the difference in the perceived value makes the binding invalid,and the separate sales are always the dominant strategy;for the complementary products,it is not a tie,no-coordination of product supply and perceived value exceed product complementary advantages,so that separate sales have the opportunity to become a dominant strategy;for substitute products,low cost alternative products with perceived value in the middle range and high cost alternative products with less perceived value are more profitable under bundling.(3)In the multi-manufacturer's supply chain environment,when the product cost is asymmetric,for independent products,regardless of the product cost,the perceived value varies greatly and the bundles fail.The retailer's optimal strategy is always to separate sales;for complementaryProducts,regardless of differences in product costs and perceived values,retailers' dominant strategy is always to separate sales;for alternative products,as the degree of difference in perceived value of products continues to decrease,the scope of application of bundling sales strategies is increasing.That is,the equally popular alternatives are more suitable for bundling sales.