旅行社联盟合作博弈模型构建研究  

Construction of Cooperative Game Model in Travel Agency Alliance

作　　者：姚国荣[1] 许亚元[1] 陆林[1] 

机构地区：[1]安徽师范大学经济管理学院,安徽芜湖241003

出　　处：《黄山学院学报》2014年第2期14-17,共4页Journal of Huangshan University

基　　金：安徽省教育厅重点项目(SK2012A058);安徽师范大学重大项目(FRZD201302);芜湖市软科学项目(2012rkx06)

摘　　要：旅行社联盟是旅行社做大做强的重要途径之一。旅行社联盟各参与企业既有合作又存在冲突,用合作博弈理论分析旅行社联盟是一种有力的分析工具。运用合作博弈理论构建旅行社联盟博弈模型,得出旅行社联盟中企业数量、旅行社信任、旅行社伙伴选择等对旅行社联盟产生一定影响。研究认为旅行社联盟构建过程中需要处理好旅行社联盟核心企业、联盟伙伴选择、联盟协议、联盟利益分成等相关问题。Travel agency alliance enables every member to become stronger. However, every participant in the alliance faces conflicts and cooperations at the same time. That＇s why the cooperative game theory can be a powerful analytical tool. The research uses the cooperative game theory to study travel agency alliance, and reveals that the alliance is influenced by the number, trust and selection of travel agencies. It is suggested that the core enterprises, the selection of partners, the alliance agreement and the profit sharing have to be carefully studies before constructing such an alliance.

关 键 词：博弈模型 旅行社联盟 联盟协议 联盟伙伴 

分 类 号：F590.65[经济管理—旅游管理]