Abstract: This paper studies the choice between the pure binding and component sales in the oligarchic monopoly market. The paper respectively constructs the profit function about the pure binding and component sales. The objective function is derived. The paper breaks through the traditional producer-leading binding mode from the perpectives of both consumers and producers. It is shown that sales model relies on the standard deviation, correlation coefficient, demand, market information transparency, consumer experience and incompatible strength.

Key words: binding mode, component sales, compatible strength, consumer experience, market information transparency

摘要： 本文研究了在寡头市场下部件销售模式和纯捆绑模式的选择问题,分别构建了部件销售模式下和纯捆绑模式下的利润函数,并且在此基础上构建了目标函数。文章突破了传统的生产者主导捆绑策略的模式,而是从全新的视角即消费者和生产者的双重视角研究。研究发现:销售模式的选择依赖于商品预期价格的标准差、商品之间的相关系数、商品之间的需求水平、市场信息的透明程度、消费者的消费经验以及商品之间的兼容程度。

关键词: 部件销售, 纯捆绑, 兼容强度, 消费经验, 市场信息透明度