消费者异质性影响下的网络信息商品销售策略

针对网络销售模式下的信息商品的特性,文章研究消费者异质性(最大价值差异和强度差异之和)及商品关系对普通销售、纯捆绑销售和混合捆绑销售策略的影响.研究结果表明当强度差异较小,商品间互补或替代时,纯捆绑销售和普通销售分别占优势地位;当商品间无关时,纯捆绑销售与普通销售占优概率基本相等.当强度差异等于最大价值差异时,随异质性增加,普通销售明显优于纯捆绑销售.对混合捆绑的研究给出其转为普通销售和纯捆绑销售的条件,并发现在商品间互补的情况下,当强度差异较小且两种商品最大价值差异相差不大时,纯捆绑策略占优;最大价值差异相差较大且消费者对其中一种商品偏好基本一致时,混合销售策略占优.

Sales strategy of information goods under consumer heterogeneity influence

Based on the character of information goods under E-commerce environment, this paper researches the influence of consumer heterogeneity (sum of max value heterogeneity and strength heterogeneity) and relationship of goods on ordinary sales, pure bundling and mixed bundling strategies. The analysis result illustrates that when strength heterogeneity is small, under the condition that two goods are complementary goods, pure bundling strategy is better; while when two goods substitute each other, ordinary sale strategy dominant retailer's choice; and when the two goods are independent goods, pure bundling and ordinary strategy take advantage place in almost same probability. When strength heterogeneity equals to the two max value heterogeneities, ordinary strategy is significantly better than pure bundling as consumer heterogeneity increase. The analysis of mixed bundling provides the boundary that mixed bundling switch to ordinary strategy and pure bundling, and finds when two goods are complementary goods, under the condition of strength heterogeneity is small and difference between max value heterogeneity is not obvious, pure bundling could bring more profit, while when difference between max value heterogeneity is large and consumer preference for one commodity is almost the same, mixed bundling is a better choice.