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Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

The Optimal Pricing Strategy of The Bundling Sale of Retail Enterprises Under the Dual Ability

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DOI: 10.25236/edbm.2020.148


Hong Cheng

Corresponding Author

Hong Cheng


With the refinement of the division of production and the increasingly fierce market competition, the product market has become an important factor in the formation of industrial competitiveness and competitive advantage of enterprises. More and more enterprises attach importance to and apply the product strategies such as bundling and joint pricing. However, with the rapid development of science and technology and the rapid promotion of global integration, the supply chain has been extended all over the world and gradually evolved into a complex network system all over the world. In such a practical context, the research of product supply chain has attracted more and more attention. The purpose of the research is to use the product correlation to study the optimization of operation decision-making in the supply chain, such as pricing, inventory and sales, so as to improve the performance of enterprises and supply chain. This paper takes the product sales enterprises as the research object, aiming at improving the sales profit and the performance of the supply chain, and studies the product bundling and pricing decision-making based on the perspective of supply chain.


Retail, Bundling, Pricing Strategy