关键词: 供应链, 捆绑策略, 多产品定价, 互补产品

Abstract: This study considers the bundling strategy in a manufacturer-leading supply chain with a multi-product manufacturer, who sells two complementary products to an independent retailer. We establish four supply chain pricing decision model, including the pure components—pure components, pure components—pure bundling, pure bundling—pure components, and pure bundling—pure bundling model, with considering the different bundling strategies between the manufacturer and retailer. By applying a game-theoretical method, then corresponding equilibrium solutions are obtained. Finally, by comparing and analyzing the optimal profit in different decision cases we explore the relationship among product complementarity, the ration of unit marginal profit and the optimal bundling strategies. The result indicates that for manufacturer, it is always superior to take the pure components strategy; however, for the retailer, the optimal strategy is determined by the degree of product complementarity and the ration of the unit profit margins between the complementary products. Moreover, the retailer's optimal strategy turns pure bundling to pure components when the product complementarity increases or the ration of unit marginal profit decresases.

Key words: supply chain, bundling, multi-product pricing, complementary products