经济管理学院舒攀程序.doc

Southwest university of science and technology 本科毕业论文 同质时鲜产品捆绑销售与歧视定价分析 学院名称 经济管理学院 专业名称 市场营销 学生姓名 舒攀 学号 2 0 0 9 2 8 5 4 指导教师 郭四代副教授 二〇一三年六月 同质时鲜产品捆绑销售与歧视 定价分析 摘要：作为一种非常易腐坏变质的产品，时鲜产品具有其自身的特殊性：即其变质不仅会导致产品有效供给的降低（数量损毁），而且会导致产品新鲜程度的降低，从而直接影响到市场的需求（市场需求与产品新鲜度息息相关）。本文首先提出国内外对于“捆绑销售”和“歧视定价”定义的介绍，并概述国内外相关的研究现状；其次再介绍我们国家对于同质时鲜产品的捆绑销售和歧视定价的现有的研究现状和具体的实施策略的状况；再次，进行对我们国家某些企业对于捆绑销售和歧视定价运用失败的原因分析和总结；接下来，总结并分析企业怎样有效实施捆绑销售和运用价格歧视策略来既使企业获得利润又使顾客满意；最后进行相关问题总结。 关键词：时鲜产品；捆绑销售；歧视定价 Homogeneity of seasonal products bundled sales and Discriminatory pricing analysis Abstract：As a class of highly perishable products, seasonal products has its own particularity: its deterioration will not only lead to the reduction of the effective supply (Quantity damage), it will result in lower product freshness, which directly affect to the needs of the market (market demand and is closely related to the product freshness). This paper first proposed the introduction of bundling and discriminatory pricing as defined at home and abroad, and overview related research status quo at home and abroad; Next introduces our country pricing for homogeneity seasonal product bundling and discrimination existing Researchand conditions of the specific implementation strategy; once again, some enterprises of our country for bundled sales and discriminatory pricing the use of analysis and summary of the reasons for the failure; next, summarize and analyze companies how to effectively implement the bundling and the use of price discrimination strategy to bothenable enterprises to gain profits and customer satisfaction; Finally, issues related to sum up. Key　words: seasonal products， bundling， discriminatory pricing 目 录 一、时鲜产品概况 1 （一）时鲜产品定义 1 （二）时鲜产品分类 1 1．按照时鲜产品特点可以分为两类 1 2．按照时鲜产品属性也可以分为两类 1 （三）同质时鲜产品的定义 2 （四）同质时鲜产品的内涵 2 （五）同质时鲜产品的特点 2 二、浅析捆绑销售与歧视定价 2 （一）捆绑销售和歧视定价的内涵 2 （二）捆绑销售的三种形式 2 1．同质产品的捆绑销售 2 2．互补产品的捆绑销售 2 3．第三种是非相关商品的捆绑销售 3 （三）捆绑销售与歧视定价的关系 3 （四）歧视定价实施的条件 3 （五）捆绑销售的利弊 3 1．对厂商而言，捆绑销售的作用 3 2．对消费者的作用 4