苹果公司捆绑销售策略及借鉴意义研究.doc

[摘要]随着经济的发展和商品的丰富，绝大部分企业都正在或将要实施捆绑销售。然而捆绑销售是一把双刃剑，如果实施得当，不仅能为企业各方面带来利益，也能真正让消费者满意并乐于选购;然如果实施不当，则可能会对双方都造成损失和影响。本文在相关捆绑销售理论的支持下，分析了捆绑销售对企业和消费者的正面和负面的影响，并以苹果公司为例，分析捆绑销售给顾客满意度带来的影响，最后为如何实施捆绑销售提出些建议。

[关键词]捆绑销售  强制捆绑销售  苹果公司  策略

[Abstract] With the development of economy and commodity is rich, most enterprise are or will implement the bundling selling. However the bundling selling is a double-edgedsword, if implemented properly, not only can offer enterprise various aspects benefits from, also can really let customer satisfaction and willing to choose; But if the undeserved, may be to both the loss and influence. Based on the related theory, under the support of the bundling selling, analyzes the bundling selling to businesses and consumers the positive and negative impacts, and to apple as an example, this paper analyzes the bundling selling to customers satisfaction impact, finally proposed for how to implement the bundling selling some advice.

[Keywords] Binds a sale   Forced the bundling selling  Apple Inn.    Strategy

目前我国捆绑销售发展非常迅速，在各行业均有不同程度的体现。然而，众多捆绑销售的实例告诉我们捆绑并非一绑就灵，不少企业都遭受了一定的损失，也有众多消费者感觉到自己的利益受到损害。怎样的捆绑才能让顾客满意，也能让企业实现应有的利益，对于每个正在实施或准备实施捆绑销售的企业而言，都具有重大和深远的意义。然而，捆绑销售策略的不得当，则会直接影响到该策略的成功与否，甚至会适得其反，降低顾客满意度。