探究公司在不透明销售中的渠道选择:PP或NYOP
首发时间:2016-07-22
摘要:本文研究了传统模式、Hotwire运用的Posted Price(PP)混合模式以及Priceline运用的Name-Your-own-Price(NYOP)混合模式,站在公司的立场的分析如何定价,同时基于利润最大化原则,判断公司是否应该与中间商合作以及与何种形式的中间商合作。本文之后研究了公司分别同时与PP、NYOP中间商签订合同时的纳什博弈,以确定利润各自利润分配,然后比较了公司在PP和NYOP条件下分别获得的利润。我们发现是否选择与中间商合作以及选择与哪种中间商合作是受多种因素影响的,如商务型顾客的估值及比例、单位运输成本以及最优竞价。谈判能力的大小对公司决策有很大的影响,是随着商务型顾客的比例变化而变化的,当其比例较大时,谈判能力不会对决策产生影响,但是当其比例较小时,谈判能力大小会影响公司的决策,但是不影响公司在PP中间商和NYOP中间商之间做选择。至于如何选择中间商,公司应该根据自己在市场上的定位,根据数据分析,得出各个参数的估值,然后才可以做出更加明智的决策。
关键词: 管理工程 Posted Price Name Your Own Price 传统销售 纳什博弈 合同
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How to make choice between PP mode and NYOP mode for the company
Abstract:This paper studies the traditional mode, posted price mixed mode and name your own price mixed mode, and we also analyze pricing strategy based on maximum revenue of the hotel, and judge whether the hotel should contract with the intermediary. Then we study the hotel simultaneously bargains with PP and NYOP to determine the proportion of the profit allocated from the intermediary, and we also compare the profit of the hotel when contracting with PP and NYOP. We find that whether the hotel should cooperate with the intermediary and choose what kind of intermediary is affected by many factors, such as the proportion and valuation of the businessman, unit transportation cost and best bidding price. The bargaining power also has a significant influence on the decision, and the effect depends on the proportion of the businessman. When the proportion is large, the bargaining power has no effect on the decision, but when it's small, it indeed have great effluence on the decision. When it comes to how to choose intermediary, the hotel should derive the estimated value of the parameter based on its data flow and the position of the hotel, then the hotel can make wise decision to choose among traditional mode, PP mixed mode and NYOP mixed mode.
Keywords: Management Engineering Posted Price Name Your Own Price traditional selling Nash bargaining contract
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