Study On Pricing Strategies Of Bundling Sale In Large Retail Supermarkets

With the development of economy and society,the category of commodity is increasing,and the market competition is becoming increasingly fierce.Reasonable and effective bundling sale methods can not only bring profit and value to businesses,but also provide consumers with many benefits and conveniences.As a result,merchants often adopt various sale methods to promote sale to win the market competition.In this paper,the domestic and foreign scholars on bundling sale research status are sorted out and analyzed in detail.Taking the commodities sold in a large retail supermarket as an example,this paper uses ABC analysis method,divides all commodities into three categories: A,B and C.According to the contribution rate of commodities to supermarket profits,and it chooses 344 category A commodities with 77% contribution rate to supermarkets as the research object.Secondly,the hierarchical clustering method is used to get the degree of correlation of commodities purchased successively,and 84 pairs of commodities with high correlation can be sold by bundling according to the size of the correlation degree.Thus providing a theoretical basis for which commodities can be sold by bundling.Then,according to the actual situation of supermarkets,using MATLAB software to simulate and optimize,for two products without preference difference,whether the marginal cost is symmetrical or not,mixed bundling is global optimal.Finally,three sales modes are adopted,namely,non-bundling sale,pure bundling sale and mixed bundling sale.According to the actual situation of supermarket(taking one month as an example),the profit of non-bundling sale is 32666.21 yuan,the profit of pure bundling sale is 29694.10 yuan,and the profit of mixed bundling sale is 40682.80 yuan.Obviously,the supermarket has the highest profit by using mixed bundling sale method.This paper further studies bundling sale by using relevant pricing strategies and puts forward bundling sale strategies for enterprise bundling sales,especially for large retail supermarket bundling sale.It has certain reference significance in both theoretical and practical operation process.