信息产品捆绑销售的模型分析

研究了捆绑销售策略对于信息产品销售的影响,分析了运营商的最优捆绑策略.考虑两种常见的捆绑类型——针对单个产品的数量捆绑以及针对多种类型产品的捆绑.在连续消费者类型的假定下,从价格歧视的角度分析了两种捆绑的最优定价以及此时的利润、消费者剩余和社会总福利,给出了两种捆绑销售适用的条件.结果表明：对于单个产品,捆绑销售的效果与消费者类型的差异程度有关;对于多产品,混合捆绑优于纯捆绑和非捆绑销售,并且其效果与消费者对捆绑产品的平均估价和供应商设定的折扣程度有关.结果也说明,在一定条件下,捆绑销售能够给供应商带来更大的利润,但同时降低了消费者剩余,减少了社会总福利.

Models and Analysis on Bundling Sale of Information Goods

This paper studies the impact of bundling sales on merchandising of information products.Our analysis focuses on seller′s profit and consumer′s surplus,as well as the optimal bundling prices.Two common bundling types are probed： bundling of single-product in amount and bundling of multi-product.Under the assumption of continuous consumer types,price discrimination models are developed for the two cases to calculate the optimal pricing and its condition,profits and consumer surplus,as well as total surplus of the society.It is found that,for the bundling of single-product,the bundling effect is relevant to the difference between the consumer types;for the bundling of multi-product,mixed-bundling is more profitable than pure-bundling and non-bundling sales,and the effect of mixed bundling is dependent on consumers′ average valuation of products in package and the degree of discount the seller sets.The conclusion is that,under certain situations,bundling sale yields more profits,but harms the consumer′s interest and thus decreases the total surplus.