基于消费者效用的临期产品捆绑销售策略研究

Research on Bundling Sale Strategies for Near-Expiry Products Based on Consumer Utility

摘要: 在零售市场中，临期产品因消费者接受度低而面临滞销与利润下降的困境。为促进销售，零售商常采取捆绑策略，但不同捆绑模式在消费者心理预期作用下的效果缺乏系统研究。文章以零售商销售新产品和临期产品供应链为研究对象，考虑受参考价格效应影响，将消费者心理比较纳入效用函数，分别构建新产品与临期产品纯捆绑销售、新产品与捆绑产品混合捆绑销售、临期产品与捆绑产品混合捆绑销售的3种销售策略，分析临期产品成本参数、参考价格效应、消费者对临期产品的接受程度对供应链利润与最优销售策略的影响。结果显示，零售商的利润与参考价格效应的影响程度为正相关；大部分情况下，纯捆绑策略利润最低，临期产品混合捆绑策略利润最大；新产品混合捆绑策略适用于低成本、低价格敏感市场，而临期产品混合捆绑策略在高价格敏感市场表现更优。

Abstract: In the retail market, near-expiry products often face sluggish sales and declining profits due to low consumer acceptance. To promote sales, retailers commonly adopt bundling strategies; however, the effects of different bundling modes under consumers’ psychological expectations have not been systematically examined. This paper takes a retail supply chain involving new products and near-expiry products as the research object. Considering the impact of reference price effects, consumers’ psychological comparison is incorporated into the utility function. Three sales strategies are constructed respectively: pure bundling of new and near-expiry products, mixed bundling of new products and the bundle, and mixed bundling of near-expiry products and the bundle. The study analyzes how the cost parameter of near-expiry products, the reference price effect, and consumers’ acceptance of near-expiry products influence supply chain profit and the optimal sales strategy. The results show that the retailer’s profit is positively correlated with the intensity of the reference price effect. In most cases, the pure bundling strategy yields the lowest profit, while the mixed bundling strategy involving near-expiry products achieves the highest profit. Moreover, the mixed bundling strategy with new products is more suitable for low-cost and low price-sensitivity markets, whereas the mixed bundling strategy with near-expiry products performs better in highly price-sensitive markets.