基于混合捆绑销售的在线旅游供应链决策研究
首发时间:2018-09-11
摘要:本文以两个独立的服务供应商与一个在线旅游平台所构成的两级旅游服务供应链为研究对象,考虑了单独销售模型和混合捆绑销售模式条件下,利用Stackelberg博弈,研究在线旅游平台在采取不同销售策略时,价格敏感系数与产品替代系数对供应商以及在线旅游平台利润的影响。研究结果表明,在线旅游平台通过混合捆绑销售策略,能够较大的增加利润;随着价格敏感程度的变大,最优策略由单独销售向混合捆绑销售转变;当产品替代性减弱时,单独销售逐步成为占优策略。
关键词: 混合捆绑 旅游供应链 Stackelberg博弈 替代系数
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Research on Online Tourism Supply Chain Decision Based on Mixed Bundling Strategy
Abstract:The research object is a two-level tourism service supply chain composed of two independent service providers and an online travel platform. Considering the independent sales model and mixed bundling sales model, We make use of the Stackelberg game model to analyze the impact of price sensitivity coefficient and product substitution coefficient on the profits of suppliers and online travel platforms when the online travel platform adopts different sales strategies. The research results show that the online travel platform can greatly increase profits by mixing bundled sales strategies. As price sensitivity increases, the optimal strategy shifts from individual sales to mixed bundle sales. When product substitution weakens, individual sales gradually become a possession strategy.
Keywords: Mixed Bundling Tourism Supply Chain Stackelberg Game Substitution Coefficient
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