Research On Bundling And Price Strategy In Complementary Products Supply Chain

With the fine division of productive labor and the intensifying competition,the complementary products market has become an important factor for the formation of industry competitiveness and enterprises' competitive advantage,and more and more enterprises pay great attention to and carry out the complementary product strategies such as bundling and joint pricing.In addition,the supply chains gradually evolve into complex network systems all over the world based on the rapid development of science technology and globalization.Then the research of complementary products supply chain has attracted more and more attention,with the purpose of improving the performance of enterprise and supply chain.In this paper,we focus on the complementary product enterprises,and study the bundling and price strategy based on the perspective of supply chain.The main research contents are as follows:(1)The bundling and pricing decision in complementary product supply chain is studied considering the bundling effect of complementary products and the supply chain structure.Based on the correlation and bundling effect of complementary product,the pricing and bundling strategy in the decentralized complementary product supply chains with different structure are researched,and the influence of supply chain structure on the bundling strategy of complementary product is analyzed.(2)The bundling and cooperation strategy in complementary product supply chain is studied.Based on the cooperation game theory,the formation of cooperative alliance and the bundling strategy of retailer are analyzed.Then the effect of cooperation of complementary products supply chain on bundling strategy is discussed.The results show that:the decision conflict and double marginalization in decentralized supply chain will weaken the effectiveness of bundling strategy of complementary product;the supplier alliance include only suppliers and the supply chain alliance include suppliers and retailer could be stable under certain conditions of bundling effect and the value of complementary product;the effectiveness of bundling strategy will be improved by the cooperative behavior of suppliers when the value of complementary product is very close,and by the cooperation of retailer always.(3)The bundling strategy of complementary product retailer and product competition strategy of single product competitor in the complementary product supply chain with channel competition are studied.The two sets including competition out of supply chain and in supply chain are considered.Solving the competitive game models in different competitive settings,the equilibrium optimal decision of enterprises could be got,and the results show that:in external competitive supply chain,the bundling strategy which encourage the external competitor to provide low quality products and reduce the competitor's profit would be retailer's optimal choice in the equilibrium situation;in internal competitive supply chain,the bundling strategy will be choose by retailer in equilibrium with the increase of supply chain members and total performance,and it will has no influence on the competitor's product strategy.(4)Considering the consumers' strategic behavior and the period decreased of product value,the period bundling strategy of centralized enterprise and the upgrade strategy of complementary supplier in supply chain are investigated.The buy games model between strategic consumers and enterprises and the two stage optimization model of supply chain members are established and solved.The results show that:facing the strategic consumers,the centralized seller could get more profit in first period bundling strategy than that in second period bundling and separate selling;there is no absolutely optimal upgrade strategy for complementary supplier,and it is affected by bundling effect and value of complementary products,the period discount factor of products value and the degree of strategic consumers' patience.