捆绑销售策略及其有效性实施探讨.doc

摘要：在经济飞速发展，竞争日益激烈的今天，企业不断推出各种各样的营销模式以吸引消费者，以抢占市场份额增加收益。捆绑销售作为能使买卖双方均能获益的营销方式，正越来越多地被企业追捧。但是，并不是实施捆绑销售的企业都能受益，掌握不好方法策略还有可能造成经济损失。要有效地实施捆绑销售，就必须对捆绑销售有详细的了解和全面的研究。因此，本文从顾客满意的角度围绕捆绑销售的以下几个问题进行研究：

　　　　第一，捆绑销售的定义具体是什么？它有哪些分类？本文分广义狭义给出捆绑销售的概念，并按广义概念对捆绑销售分类，并对每一类作实例说明。

　　　　第二，顾客对于捆绑销售的各个分类有怎样的购买意愿？依据捆绑销售的分类对顾客的购买意愿进行问卷调查，并详细分析得出的调查数据。

　　　　第三，企业如何有效地实施捆绑销售？结合捆绑销售的售前、实施、售后三个过程，根据调查数据的分析结果提出有效实施捆绑销售的具体策略和有针对性的指导意见。

关键词：捆绑销售；策略；有效性实施

ABSTRACT：With the development of economic and an increasingly competitive,companies continue to introduce a variety of marketing models in order to attract consumers, so as to seize market shares and increase revenue.As a marketing what is benefit for buyers and sellers,bundling-sale is more and more popular for company.However, not all the implementation of bundling strategies are effective, some companies even suffered a loss.So we can drow the conclusion that effective implementation of bundling depends on detailed understanding and comprehensive research for bundling-sale.Therefore, this paper reserches the following questions around the bundling-sale:

　　　　First,what is bundling-sale and how to classify?The definition of bundling-sale is divided into broad and narrow aspects in this paper.According to the definition,classfy the bundling-sale and explain each one with instence.

　　　　Second,For each customer classification bundling How willingness to buy?Classification based on bundling of customer purchase intention conducted a questionnaire survey and a detailed analysis of the survey data obtained.

　　　　Third,how to make the implementation of bundling strategies effective?Combined with pre-sale analysis,sale strategy and after service of bundling-sale,according to the data analysis,this paper give the effective implementation strategy and specific direction.

Keywords: bundling-sale, strategy, effective implementation

　　　　本文的研究思路具体为：首先，明确课题要解决的问题，即如何有效实施捆绑销售策略。其次，从消费者的角度对捆绑销售的顾客满意度做市场问卷调查，并针对研究问题做相关的数据分析。最后，根据调查数据的分析结果确定捆绑销售的有效实施策略。

　　　　在研究的各个阶段综合采用问卷调查法和文献资料法：

　　　　在探索性研究阶段，采用问卷调查法，获取第一手资料，从而对企业捆绑销售策略的大致情况予以充分认识。

　　　　在正式调查阶段，对于捆绑销售的背景材料，采用文献资料法，查找文献资料，并进行思考与分析，并且利用SPSS、EXCEL软件进行数据整理。

　　　　资料的整理和分析阶段，采用因果分析、相关分析等分析方法对所收集到的资料进行筛选、整理、综合和分析，从而完成论文。