[摘要]隨著經濟的發展和商品的豐富，絕大部分企業都正在或將要實施捆綁銷售。然而捆綁銷售是一把雙刃劍，如果實施得當，不僅能為企業各方面帶來利益，也能真正讓消費者滿意并樂于選購;然如果實施不當，則可能會對雙方都造成損失和影響。本文在相關捆綁銷售理論的支持下，分析了捆綁銷售對企業和消費者的正面和負面的影響，并以蘋果公司為例，分析捆綁銷售給顧客滿意度帶來的影響，最后為如何實施捆綁銷售提出些建議。

[關鍵詞]捆綁銷售  強制捆綁銷售  蘋果公司  策略

[Abstract] With the development of economy and commodity is rich, most enterprise are or will implement the bundling selling. However the bundling selling is a double-edgedsword, if implemented properly, not only can offer enterprise various aspects benefits from, also can really let customer satisfaction and willing to choose; But if the undeserved, may be to both the loss and influence. Based on the related theory, under the support of the bundling selling, analyzes the bundling selling to businesses and consumers the positive and negative impacts, and to apple as an example, this paper analyzes the bundling selling to customers satisfaction impact, finally proposed for how to implement the bundling selling some advice.

[Keywords] Binds a sale   Forced the bundling selling  Apple Inn.    Strategy

目前我國捆綁銷售發展非常迅速，在各行業均有不同程度的體現。然而，眾多捆綁銷售的實例告訴我們捆綁并非一綁就靈，不少企業都遭受了一定的損失，也有眾多消費者感覺到自己的利益受到損害。怎樣的捆綁才能讓顧客滿意，也能讓企業實現應有的利益，對于每個正在實施或準備實施捆綁銷售的企業而言，都具有重大和深遠的意義。然而，捆綁銷售策略的不得當，則會直接影響到該策略的成功與否，甚至會適得其反，降低顧客滿意度。