摘要
社会经济的发展日新月异,零售行业也呈现灵活多样的变革,满足消费者不同的偏好需求。在市场竞争环境下,企业拥有自主定价权。而捆绑销售作为常见的销售模式,在具有价格折扣的环境下,不同的捆绑方式影响对产品组合的评估。运用定量研究方法,进行数据分析得出以下结论:捆绑销售方式对产品组合评估有影响,且重叠捆绑比互补捆绑对产品组合的评估更高。感知合理在捆绑销售方式对产品组合评估中起到中介效应。没有价格折扣时,互补捆绑方式比重叠捆绑方式对产品组合的评估更高;具有价格折扣时,重叠捆绑方式比互补捆绑方式对产品组合评估更高。基于此,商家应根据价格折扣制定捆绑组合方式,并注重捆绑组合的合理性程度,加强消费者感知合理并提升产品组合评估,从而促进消费者购买。
With the rapid development of social economy,the retail industry is also showing flexible and diverse changes,meeting the different preferences and needs of consumers.In a competitive market environment,enterprises have independent pricing rights.Bundling as a common sales model,in an environment with price discounts,different bundling methods affect the evaluation of product assortment.By using quantitative research methods and conducting data analysis,the following conclusions can be drawn:The bundling approach has an impact on the evaluation of a product assortment.Overlapping bundling evaluation of product assortment is higher than complementary bundling.Perceived reasonableness plays the mediating effects in bundling on the evaluation of a product assortment.In the absence of price discounts,complementary bundling provides a higher evaluation of a product assortment than overlapping bundling.When there is a price discount,overlapping bundling evaluation of a product assortment is higher than complementary bundling.Based on this,Merchants should develop bundling assortment based on price discounts,and pay attention to the reasonableness of bundling,strengthen consumer perceived reasonableness,and improve product assortment evaluation,to promote consumer purchasing.
作者
张翼
王诗喆
ZHANG Yi;WANG Shizhe
出处
《价格理论与实践》
北大核心
2023年第10期113-117,共5页
Price:Theory & Practice
关键词
价格折扣
捆绑销售
产品组合评估
price discounts
bundling
product assortment evaluation
