英语论文_中国家电零售业的捆绑策略研究.DOC

Abstract:The concept of bundling-sale was used in the marketing area since 1970s, but the definition of bundling and its classification are still controversial. Product bundling is an increasing important marketing strategy in many industries with the development of economy and the abundance of commodities. However, bundling-sale is a double-edged sword, if implemented properly, it will not only bring benefits for the enterprises but also make consumers satisfied; if not, it may cause losses and damage the benefit of enterprises and consumers.

　　　So enterprises should know what bundling strategy is, know the motivation of consumers’ purchasing behaviour, and then learn how to implement the bundling strategy properly and effectively. The aim of this study is to investigate the present situation and the development of China’s household electrical appliance industry. On the basis of the research of Suning appliance development and its application of bundling strategy, we further analyze the bundling strategies for the future development of the home appliance industry.

Key Words: bundling strategies; Suning; home appliance

摘要:捆绑销售的概念早在20世纪70年代就被引入了营销领域，但对于捆绑本身的定义及其分类，目前仍然有较大的争议。随着经济的发展和商品的丰富，绝大部分企业都在或将要实施捆绑销售。然而，捆绑销售时一把双刃剑，如果实施得当，不仅能为企业带来利益，也能真正让消费者满意；反之，它可能损害企业和消费者的利益。

　　　因此，企业要实施捆绑销售，必须要先了解捆绑，了解顾客对捆绑产品的购买意向和动机，才能合理、有效地实施捆绑销售，让企业和顾客都满意和获益。本文通过对我国家电行业的现状和发展作出分析，在此基础上研究苏宁电器的发展以及其对于捆绑销售策略的运用，从而进一步分析捆绑销售策略对于家电行业未来的发展启示。

关键词：捆绑销售策略；苏宁；家电

注：本文全文为英语所写的英语论文。只有摘要是中英语写的，全文为英文。