本文是美国留学生论文代写范文：产品捆绑理论Theories for Product Bundling，主要内容是解释产品捆绑的相关定义和理由，以及在实际操作过程中遇到的一系列问题。
品捆绑仅仅是指将两种或两种以上的商品组合在一起，并将它们作为一种组合产品销售。它在市场上普遍存在，具有不完全竞争的产品。这是一种营销策略，将产品或服务结合在一起，将它们作为一个单一的组合单元销售。捆绑允许客户购买两个或多个产品在方便的购买力从一个公司。产品和服务通常是相关的，但它们也可以由不同的产品组成，吸引一组客户。它基于消费者的价值，分组比单个物品多。
WHY DO FIRM BUNDLE TWO PRODUCTS TOGETHER AND HOW IS IT LIKELY FOR THEM TO MAKE PROFIT?为什么公司把两种产品捆绑在一起，又如何可能获利呢？
What is product bundling?什么是产品捆绑？
Product bundling is simply means combining two or more goods together and selling them as on one combined product.It is mostly common in market with imperfect competitive product.It is a marketing strategy that joins products or services together in order to sell them as a single combined unit.Bundling allows customers to purchase two or several product at the convenient purchasing power from one company.The products and services are usually related,but they can also consist of dissimilar products which appeal to one group of customers.It based on consumer’s value the grouped package more than the individual items.
Why do producer go into product bundling?
Producers go into product bundling because of so many reasons,bundling of two products gives the producer to offer more affordable prices for their customer with also a better interest for them.Bundling enhances an organizations offering mix while at the same time minimizing cost of both production and selling.This is attractive to consumers who will benefit from a single,value-oriented purchase of complementary offerings.Bundling is attractive to producers by increasing efficiencies,such reducing marketing and distribution costs.It can also encourage customers to look to one single source to offer several solutions.
Product bundling may also incorporate products from multi producers.Example of this is the palo alto software may include one of their business planning product with an accounting software package,or participate in a small business bundle”through a major computer manufacturer whose customers would have the opportunity to purchase with their new PC.In these situations,bundles may cost effectively open to new marketing channels.
FACTORS CONSIDER WHEN BUNDLING INCLUDE捆绑时考虑的因素
VOLUME:bundling typically increases unit sales volume.
MARGING:bundling can reduce margins.
EXPPOSURE:bundling may offer new channel opportunities or exposure to new potential customers.
RISK:if executed incorrectly,bundling may cannibalize more profitable sale,resulting in lower contribution margins and potential channel conflict.
This last example has three important implications.
First,the market outcome is not necessarily efficient,in the sense that a social planner with full information and no costs of imposing a solution could do better.That should not be surprising in light of the results in the product selection literature that the set of product offerings is not necessarily efficient.
Second,while the model reveals a bias toward the offering of a bundle,the bias is primarily toward mixed bundling,not toward pure bundling or other forms of tying.Indeed,although the preceding example does not show it,the model can be interpreted to suggest a bias against pure bundling.In a companion paper,we show that the conditions for pure bundling to be the only sustainable outcome are stronger than the conditions for pure bundling to be the efficient outcome.The model does not rule out the possibility of inefficient tying.Tying can be.the predicted outcome when components selling is optimal,but there is no systematic reason for this to be the case.There is a tendency in the model for big groups to get the offering they want.But this effect holds equally when the biggest group wants just one component as when the biggest group wants the bundle.
Third,in analyzing the welfare consequences of bundling discounts(under mixed bundling),it is important to distinguish between marginal cost savings and the effect of fixed costs.Both are potential sources of savings to the group that purchases the bundle,but only the marginal cost savings reflect welfare gains.In this example,there is a substantial bundle discount;the bundle price of 19 is 5 less than the sum of the components'prices.Under pure components selling,they would pay a total of 20,which is also more than the bundle price under mixed bundling.Notwithstanding this private benefit,it is inefficient for the bundle to be offered.In contrast,if there were no fixed costs and the bundle discount reflected a marginal cost savings of 5,then mixed bundling would be efficient.
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