捆绑销售是供应链中占主导地位的供应商常用的产品销售手段, 对供应链 有利有弊. 现有研究仅仅关注零售商的捆绑销售行为, 文章创新性地研究了供应商的捆绑销售策略: 纯捆绑销售、混合捆绑销售. 研究发现: 供 应商的捆绑销售行为对供应链有重要影响, 其影响效果与捆绑策略有密切关系. 相比于单独销售策略, 纯捆绑销售对整个供应链是不利的, 使供应商零售商利润均 下降; 混合捆绑销售策略下零售商销售量会明显增加, 供应商零售商利润均上 升, 是一种``双赢"的策略.

Bundling strategy is a popular marketing tool that the dominant supplier uses in supply chain and leads to the pros and cons. However, previous researches only focus on a retailer's bundling behavior. This paper innovatively studies a supplier's bundling policy of pure bundling and mixed bundling. Results show that the supplier's bundling behavior has a major impact on the supply chain and this effect is closely related to bundling strategy, while compared to pure components policy, pure bundling is disadvantageous to the entire supply chain and the supplier's profit and the retailer's profit both decrease. In addition, the retailer's order quantity and profit, the supplier's profit will be increased significantly under mixed bundling strategy, which is a ``win-win" strategy.