實體店面的策略性搭售

Strategic Bundling to Compete with the Online Stores

周廷霖(TING-LIN CHOU)

指導教授 ： 陳恭平

國立臺灣大學/社會科學院/經濟學研究所/碩士(2022年)

https://doi.org/10.6342/NTU202202400

摘要

在本文中，我們認為產品搭售是使實體通路廠商，在其不具成本優勢的情況下，能與網路廠商競爭的策略。該搭售得以成功的條件主要有二；其一是所販售的產品是一種搜尋品（search good），消費者有誘因去實體商店確認商品是否符合其預期，該確認行為是較不可適用於網路商店的；其二是對於去實體商店購買的消費者而言，檢查成本是沉沒成本。透過搭售，實體通路得以鎖定對那些認為商品有較高價值的消費者，而其餘的消費者則會像網路廠商購買該商品。

關鍵字

產品搭售 ； 搜尋品 ； 沉沒成本 ； 成本劣勢 ； 網路廠商

並列摘要

The paper considers product bundling as a strategy of a brick-and-mortar firm to compete with an online competitor producing identical product but having cost advantage. The effectiveness of the bundling strategy depends on two crucial characteristics. First, the product is a search good, so that some consumers will visit the brick-and -mortar store to inspect the product, which is not possible for the online store. Second, the inspection cost is sunk for the consumers who visit the store but before purchase. By offering bundle to the consumers who visit the store, the firm can grab a portion of consumers whose ex ante preference for the good is of high values, who will otherwise purchase online without the bundle.

並列關鍵字

bundling ； search good ； sunk cost ； cost disadvantage ； online store

參考文獻

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