搭售策略廣泛應用於生活中，搭售商品之價格會比個別商品分開銷售之價格總和要來得低，讓顧客有物超所值之觀感，以達成刺激消費者購買的目的，進而提升企業利潤。然而商品搭售的形式與方法繁多，商家如何有系統的制定出最佳產品搭售價格及銷售水準以獲取最大利潤，是企業首要關切的課題。本研究針對多項商品的混合搭售模式以及預留產品定價模式進行討論。由於混合搭售模式涵蓋利潤範圍較廣，變數多、複雜性高，能得出解析解的文獻格外少數，而預留產品定價模式在生活中雖然很常見，但卻鮮少文獻對此議題進行討論，並且過去在此兩種搭售策略的文獻中幾乎都僅針對兩項商品以座標圖形解的方式求解定價與需求量，但若在零售商提供超過三項商品的情況下便無法求取，因此本研究先利用數學關係式推展出購買準則，在已知消費者對商品之保留價格分配的情形下，建構出涵蓋各項商品之銷售水準的多維空間，以最大化產品銷售利潤為目標發展出數學模式，制定最佳搭售商品價格及分項銷售商品之價格，擺脫現有文獻僅探討兩項商品的限制，建立能適用於多項商品搭售的決策模型。研究結果顯示，在混合搭售模型中，當保留價格與商品價格逼近甚至相等時，商家在商品搭售價格上須制定比原先高出一倍的搭售價格，而透過行銷策略提升顧客的保留價格對於在一定區段內的搭售定價幾乎無影響，但卻能提升利潤，故商家透過檔期促銷活動等行銷策略對於刺激消費與自身獲利是有效的；在策略型消費者模式比短視型消費者模式明顯勝出許多，表示企業的主要客群特性若為策略型消費者，則比例越高越有利，透由策略規劃等促銷活動在顧客維繫管理方面多下功夫，能提高顧客黏著度並運用第二階段折扣之預期心理增加回訪率。

Sales strategies have been extensively used in practice and they are mostly implemented through discount. Some are that enterprises sell bundles at discounted prices which is lower than been sold separately. And consumers obtain the discount instantly to enhance customers’ willingness to purchase bundled products. Another is that consumers receive the discount only when buying goods next time, encouraging them to purchase again. How to determine the optimal order quantity and the prices systematically is an important issue. But previous studies only consider how to do pricing on a product line consisting of two component goods and a bundle of two goods by using graphical methods. This study extends previous research to multi-products and focuses on two models of “mixed bundling” and “reserved product pricing”, with reservation prices distributed uniformly and independently. We manage to construct hyperspaces of sales level and maximize sales profit to develop mathematical models. The results indicate that enterprises can effectively stimulate consumption through planning to increase the profit in mixed bundling strategically. On the other hand, in the reserved product pricing model the overall profit of strategic consumer is better than that of myopic consumer.

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