제품 가치 간 상관관계가 묶음 판매에 미치는 효과

Product bundling, the strategy of selling two or more goods in a package, is a common business practice. There are two different types of bundling. Pure bundling is a selling strategy where products are sold as a bundle only, while mixed bundling is a selling strategy where goods are sold not only as a bundle but also separately. Using an economic model where a firm(Firm 1) produces two products(X, Y) and the other firm (Firm 2) produces one product(Y) which is homogeneous to firm 1’s product, this paper analyzes how the effect of product bundling varies according to the correlation between values on products. The market is divided into four different cases by the correlation: both products have the same value (Case 1), the sum of the values on two products is the same (Case 2), the value given to product X is the same across all consumers (Case 3), the value given to product Y is the same across all consumers (Case 4). Except Case 3, profits increase by bundling. The profit of firm 1 is the highest in pure bundling in Case 1 and 4, and in mixed bundling in Case 2. Because of product differentiation effect of bundling firm 2’s profit also increases with firm 1’s budling Therefore, whether to sell by bundles depends on the degree of competition between products, the market power of monopolistically offered products in addition to the correlation between values on products. Meanwhile, if the marginal cost of product X is relatively small in Case 1 and always in Case 3, firm 1 can foreclose competition by making firm 2’s sales 0.