互联网环境下产品与服务捆绑期限与服务定价策略研究

In the context of Internet, a firm providing Internet service based on her own product can devise a period in which she sells the service and product as a bundle, so that the service consumption habit of the consumers can be cultivated. However, the bundling period should be devised carefully to trade off the profit loss in the short run and the market volume expansion in the long run. Moreover, the competition and cooperation with market entrants should also be exquisitely handled. Consider a service supply chain composed of one brand owner and one third party service provider, in which the brand owner bundles her own service with her product. The third party service provider enters the service market after the bundling period either on his own or with the help of the brand owner, and offers a substitutable service (regarding the brand owner’s service) based on the brand owner’s product. Based on the product/service bundling theory and non-cooperative theory, our project streamlines the study as per the mode of service providing and market entry, and probes under price guarantee and dynamic pricing respectively into the following contents: (1) Strategy of bundling period and service pricing with brand owner’s service only; (2) Strategy of bundling period and service pricing when third party service provider enters the market independently; (3) Strategy of bundling period and service pricing when third party service provider enters the market with the help of the brand owner. The critical points are the construction of consumer purchase choice model dependent on bundling period, the joint decision analysis of bundling period and pricing, and the game analysis between the brand owner and the third party service provider. The results shall enrich the theoretical framework of product/service bundling and service supply chain management, and provide guidelines for decisions of bundling period and service pricing.

依托产品提供互联网服务的企业可设计一定期限并在期限内将服务与产品捆绑销售来培养消费者服务购买习惯，但须设计捆绑期限以权衡短期利润损失与长期市场规模并把握与市场进入者的竞争合作关系。考虑捆绑自营服务的品牌商与第三方服务供应商组成的服务供应链，第三方供应商在捆绑期后独立或依赖品牌商进入市场，并依托品牌商产品提供与其竞争的替代性服务。基于捆绑销售、博弈理论，课题以服务提供和市场进入模式为主线，在品牌商承诺价格与动态定价两类模式下重点研究：（1）自营服务模式下捆绑期限与服务定价策略问题；（2）第三方供应商独立进入模式下捆绑期限与服务定价策略问题；（3）第三方供应商依赖品牌商进入模式下捆绑期限与服务定价策略问题。关键在于依赖捆绑期限的消费者购买选择模型构建、捆绑期限与定价联合决策分析、品牌商与第三方供应商博弈分析。成果将丰富捆绑销售与服务供应链管理理论体系，为捆绑期限、服务定价策略设计提供决策依据。

依托产品提供互联网服务的企业可设计一定期限并在期限内将服务与产品捆绑销售来培养消费者服务购买习惯，但须设计捆绑期限以权衡短期利润损失与长期市场规模并把握与市场进入者的竞争合作关系。考虑捆绑自营服务的品牌商与第三方服务供应商组成的服务供应链，第三方供应商在捆绑期后独立或依赖品牌商进入市场，并依托品牌商产品提供与其竞争的替代性服务。基于捆绑销售、博弈理论，课题以服务提供和市场进入模式为主线，重点研究了：.（1）针对产品服务捆绑销售的消费者行为研究：基于消费者选择理论、博弈论等理论研究了消费者的产品服务策略购买行为、消费者的产品服务品牌忠诚度。.（2）产品服务经营销售策略研究：在消费者行为研究的基础上，开展了产品服务定价策略优化、服务产能分配策略优化、产品服务捆绑策略、服务营销社交媒体管理策略、服务质量升级策略优化、积分回报激励策略等产品服务经营销售策略等研究。.（3）产品服务提供商竞争问题研究：主要研究了产品服务提供商之间的定价竞争问题和绿色设计竞争问题。 .（4）其它问题研究：在完成既定计划研究任务后，项目进一步研究了产品服务提供商企业社会责任问题和产品服务提供商企业行为对供应链绩效作用机制问题。. 本项目成果丰富了产品服务捆绑策略与服务供应链管理理论体系，为产品服务捆绑策略、服务定价策略设计提供决策依据。课题组在三年内共完成发表6篇期刊论文，2篇会议论文。期刊论文多数发表在Computers and Operations Research、Journal of Interactive Marketing、Future Generation Computer Systems等主流国际期刊，其中SCI/SSCI数据库收录5篇，CSSCI收录1篇，Googlescholar引用35次，SCI/SSCI引用17次。1篇会议论文获ICEC2018最佳论文奖，另一篇为EI检索。获得2项软件著作权，培养研究生完成2篇硕士学位论文。项目执行期间，项目主持人获得副教授职称晋升，项目组成员获得天津市特聘讲座教授、天津市“131”创新型人才培养工程第三层次、天津市高校青年后备人才培养计划推荐人选等人才称号。项目执行期间，项目组成员参加与本项目密切相关的研究获得湖北省社会科学优秀成果奖二等奖，天津市社会科学优秀成果奖二等奖。