Research On Bundled Sales Strategy Of Retailers In A Dual Channel Supply Chain

Since China joined the WTO,the competition has been so fierce.All the players in the supply chain,including manufacturers and retailers,are aggressively pursuing higher profits.For manufacturers,franchising,direct telemarketing,and online direct selling are common forms.In these sales ways,manufacturers sell products directly to the end consumers without retailers,that is,direct selling channels.With the maturity of Internet technology,it is more feasible for manufacturers to develop direct selling channels.Therefore,most manufacturers are actively seeking to increase profits by developing direct selling channels.The traditional retail channel relative to the direct selling channel is that the manufacturer produces the product and then sells the product to the final consumer through the retailer.In this context,some retailers are actively exploring ways to improve their profits.Bundled sales,as a concept introduced into the marketing field early,has been widely applied in the market.Based on the above background,this paper introduces the retailer's bundled sales strategy into the dual channel supply chain,and aims to explore how the retailer can gain greater profit by choosing the bundling Strategy under the dual channel supply chain.Through the study of domestic and foreign literature,it is found that the research on bundled sales strategy of retailers at home and abroad is mostly based on the single channel supply chain in the traditional retail channel,and the research in the dual channel supply chain is less.This paper studies how the retailer carries out the bundled sales strategy based on the principle of profit maximization,and discusses how the market characteristics and product characteristics affect the profit of the retailer and the manufacturer.The theoretical analysis shows that the choice of the retailer's optimal marketing strategy depends on the highest market price of the products sold by the retailer,the substitution between the bundled product and the separate products,and the relationship between the unit sales cost of the manufacturer's direct channel.On the basis of theoretical analysis,the sensitivity analysis of all important parameters is carried out by means of example analysis.Through theoretical analysis and case analysis,this paper first expands the research on retailer's bundled decision in theory.Secondly,this study provides a useful reference for the supply chain members' management decisions in practice.