产业融合促进了多产品竞争.基于扩展的两维Hotelling模型,研究了范围经济和转换成本对网络产业中多产品捆绑销售竞争均衡的影响,并分析了捆绑销售和线性定价下公司利润和社会福利的差异.研究表明转换成本导致企业不对称的细分市场结构并对新产品设定低价策略,但捆绑定价与转换成本无关.范围经济增加则公司捆绑产品价格较大幅度下降,一站式用户获益较多；成本随之下降但公司利润减少.与线性定价相比,捆绑销售导致单件产品价格较低,提高了消费者转换率,削弱了转换成本对忠实用户的不利影响；捆绑销售下公司利润较低,消费者剩余增加；不考虑范围经济则捆绑销售的社会福利较低,但当范围经济效应足够大时,捆绑销售不仅提高消费者剩余而且增加社会福利.%Industry convergence promotes the multi-product competition in the network industry. The effects of the scope economies and switching costs on the equilibrium of bundling competition are researched in the network industries based on the extended Hotelling model. Then the difference of the profit and social welfare between the bundling and linear pricing are analyzed. The results show that the switching costs cause asymmetric segment market, while the bundling price is not relevant with the switching cost. The bundling price decreases quickly as the scope economies increases, so the consumers of on-stop shopping are benefited. Compared with the linear pricing, the bundling leads to lower components prices, promotes the switching rate of the consumers and reduces the negative effects of switching costs on loyal consumers; The company's profits decrease while the consumer's surpluses increase in bundling. The bounding can lead to more consumers' surplus and social welfare than the linear pricing when the effects of the scope economies are large enough.
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