Bundling Variety, Usage, or Both? A Multi-Service Analysis of Pay-Per-Use and Subscription Pricing

多样性(控制论) 业务 服务(商务) 支付意愿 营销 经济 计算机科学 微观经济学 人工智能
作者
Chenguang Wu,Chen Jin,Qian Liu
出处
期刊:Social Science Research Network [Social Science Electronic Publishing]
被引量:1
标识
DOI:10.2139/ssrn.4514964
摘要

We depart from the classic bundling literature on single-unit purchases and develop a multi-unit demand model in which customers decide both the variety and volume of their purchased products. We integrate product bundling with two commonly used usage-based pricing schemes in the service industry, pay-per-use and subscriptions, and examine pricing tactics that span both variety and usage. Our model captures customers' diminishing margins of consumption, and we demonstrate an intricate interplay between product variety and usage that enriches existing results on the dominance of pure bundling over component selling in the classic single-unit demand model. Specifically, with multi-unit demands, component selling can outperform pure bundling under pay-per-use, whereas the reversal is true under subscriptions. We also analyze mixed bundling (on either variety or usage) and nonlinear pricing, and demonstrate how to leverage these more advanced pricing schemes for better revenues. Our results provide novel insights into firms' bundling strategies jointly on variety and usage. Collectively, they highlight the critical role of the customer demand model (single-unit versus multi-unit) in driving monopoly firms' strategic choice of product (un)bundling.
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