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The Studies on 3C Products Market Bundling
|Contributors: ||To Chang|
Product Bundling;Network Externality;Switching Cost
|Issue Date: ||2011-05-26 11:07:02 (UTC+8)|
With the development of network, popularity of information technologies, wide spread of communication, innovation of the consumers’ electronics, all increase the demand for 3C products. Hence consumers require the compatibility of products, and a large number of users who uses the same products, in order to reduce products risk and increase the utility of the network externality. Furthermore, 3C products are mostly in digital form, with the characteristics of non-isolated, therefore manufacturers tend to sell products with marketing strategy to bundled with complementary items, which can increase profits with such products bundling. But when considering selection of bundled products, it not only influenced by network externality but also has to consider consumer’s switching costs. Thus, this study establish an inter-temporal consumption choice model, to target those products which has Network Externality and seriously consider switching costs of the consumers. Discussion those pricing consideration for products bundling while in oligopolic market. So how manufacturers is going to use product bundling strategies to increase profits and how other manufacturers will response, will be an critical issue. This research found that manufacturers will adjust follow-up pricing according to market situations. In addition, a product has conversion factors of network externality and switching costs will form an important basis for manufacturers to decide different ways of bundling.
|Appears in Collections:||[Department and Graduate School of Information Management] Thesis and Dissertation|
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