双渠道营销的旅游供应链决策与协调研究——基于促销努力与转移支付激励  

Research on Decision and Coordination of Tourism Supply Chain Based on Dual Channel Marketing——Based on Promotional Efforts and Transfer Payment Incentives

作　　者：王相萍 唐华军[1] WANG Xiang-ping;TANG Hua-jun(School of Business,Macao University of Science and Technology,Macao 999078,China;School of Logistics Management and Engineering,Zhuhai College of Jilin University,Zhuhai Guangdong 519000,China)

机构地区：[1]澳门科技大学商学院,澳门999078 [2]吉林大学珠海学院物流管理与工程学院,广东珠海519000

出　　处：《技术经济与管理研究》2021年第1期86-92,共7页Journal of Technical Economics & Management

基　　金：澳门科技大学研究基金(FRG-17-044-MSB)。

摘　　要：如何协调旅游供应商与需求方的关系,是旅游供应链营销设计过程中需要重点解决的问题。通过构建旅游供应商利用网络直销渠道,同时与旅游代理商共同销售产品所组成的双渠道旅游服务供应链,实证探析两个渠道同时进行促销努力时供应链成员的决策与协调问题。在对消费者渠道偏好、消费者对促销努力的敏感程度以及佣金比例的变化展开讨论,以此判断对双渠道供应链产品售价、促销努力水平以及供应链利润的影响及幅度。基于设计旅游供应链转移支付契约来达到旅游供应链的协调,并用算例验证转移支付契约的激励效果。研究结论显示:集中决策下的收益大于分散决策下的收益,供应链成员的收益不存在绝对的平衡。How to coordinate the relationship between tourism suppliers and the demand side is a problem that needs to be solved in the process of tourism supply chain marketing design. By constructing a dual-channel tourism service supply chain consisting of a tourism supplier using online direct sales channels and selling products together with a travel agent, an empirical analysis of the supply chain members’ decision-making and coordination issues when the two channels are conducting promotional efforts simultaneously In discussing consumer channel preferences, consumer sensitivity to promotional efforts, and changes in commission ratios, this will determine the impact and extent of product price, promotional effort levels, and supply chain profits on dual-channel supply chain products. Based on the design of the travel supply chain transfer payment contract to achieve the coordination of the travel supply chain,and use examples to verify the incentive effect of the transfer payment contract. The conclusion of the study shows that the benefits of centralized decision-making are greater than those of decentralized decision-making, and there is no absolute balance between the benefits of supply chain members.

关 键 词：旅游供应链 转移支付契约 促销努力 双渠道 

分 类 号：D745.5[政治法律—政治学]