绑售定价行为的经济分析_以买一送一为例.pdfVIP

以买一送一为例 高建刚 : 延伸T irole( 1988)关于同种商品绑售定价的研究, 将消费者的离散分布修改为连续分布, 厂商只有正常 定价和绑售定价两种定价方式的假定下, 分析厂商最优定价战略以及厂商定价战略与社会福利的关系结论 为: 厂商定价战略通常与其产品单位生产成本有关若其单位生产成本较高, 一般会采用正常定价战略; 反之, 则会采用绑售定价战略厂商的定价行为是否能够最大化社会福利, 与消费者从消费第二单位产品所得满足程 度的大小及产品的单位生产成本的大小有关 : 正常定价; 绑售定价; 买一送一 , 4000, 200, , ( bundling pricing), Guiltinan( 1987) , , , , Excel Wordower oint office, ! AdamsYellen( 1976) (pure commodity bundling) (m ixed commodity bundling), ∀#,∀#, , , ∀ #, Schmalensee ∃ % ∋ ( ( 1984) McAfee et al( 1989) H arlem et al( 1995) A lger( 1999) Anand and A ron(2003) : 2009 03 13 : , , ( 252059) Guiltinan, J. . , The rice of Bundling of Serv ices: A norm ative fram ew ork, Journal of M arketing, 1987, 51( 2): 74- 85. ! Adams, W. J. andYellen, J. L. , Comm odity Bundling and the Burden ofMonopoly, The Quarterly Journa l of E conom ics, 1976, 90(3): 475- 98. ∃ Schm alensee, R. , Gaussian Dem and and Comm odity Bundling, The Journal of B usiness, 1984, 57( 1): 211- 230. % M cA fee, R. . , M cM illan, J. , andW hinston, M. D. , M ultiproductm onopoly, comm odity bundling, and correlation of values, Th e Quarterly Jour na l of E conom ics, 1989, 104( 2): 371- 83. Harlem, B. A. , Krishna, A. , Lehm ann, D. R. , andM ela, C. , Impact ofbundle type, price fram ing and fam iliarity on purchase intention for the bundle, Journa l of Business Research, 1995, 33( 1): 57- 66. ∋ A lger, I., Consumer strategies lmi iting them onopolists power: Multiple and joint purchases, TheRAND Journal of Econom ics, 1999, 30( 4): 736- 757. ( Anand, K. S. and Aron, R., Group Buy ing on theW eb: A comparison of price discoverym echanism s, M anagement S cience, 2003, 49( 11): 1546 - 1562. 28