在线旅游平台混合销售模式下的需求信息共享策略研究  

Demand information sharing strategies for an online travel platform under hybrid business model

作　　者：刘益 张旭梅[1,2] 官子力 LIU Yi;ZHANG Xumei;GUAN Zili(School of Economics and Business Administration,Chongqing University,Chongqing 400044,China;Chongqing Key Laboratory of Logistics at Chongqing University,Chongqing 400030,China)

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]重庆大学现代物流重庆市重点实验室,重庆400030

出　　处：《管理工程学报》2021年第3期77-88,共12页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71572020、72072016);国家重点研发计划项目(2018YFB1701502)。

摘　　要：为扩大在线旅游市场占有率,提升盈利能力,越来越多的在线旅游平台采取“代理+批发”的混合销售模式。本文针对在线旅游平台混合销售模式下存在不确定需求时旅游服务供应链的需求信息共享问题,考虑平台拥有需求信息优势,并与两类线下服务商进行策略性信息共享,通过构建四种信息共享策略下的动态博弈模型,分析了平台的最优信息共享策略,探讨了信息共享对线下服务商以及旅游服务供应链的影响,并提出了两种基于转移支付的信息共享契约。研究表明:当满足一定条件时,平台才会自愿将信息同时共享给两类线下服务商,否则,平台只会将信息共享给代理合作模式下的线下服务商。当平台将信息同时共享给两类线下服务商时,两类线下服务商能获得更高的信息共享价值,但供应链不一定能获得更高的信息共享价值。在不同旅游服务市场环境下,平台可采用不同的转移支付契约与线下服务商达成信息共享并将信息同时共享给两类线下服务商。With the increase of residents′income level,the rapid development of Internet technology,and the promotion of the national policies,online travel market size increases constantly.As a major driving force of online travel market rapid development,online travel platform provides a fast and convenient sales channel for the online travel consumers through cooperation with offline tourism service suppliers.However,with the rapid development of online travel platform,the competition of online travel market is aggravating gradually.To enlarge online travel market share and improve profitability,more and more online travel platforms adopt the hybrid business model which consists of merchant model and agency model.Under agency model,offline tourism service supplier has the control to set the price of tourism service,while online travel platform makes profit by collecting commission of sales revenue from offline tourism service supplier.Under merchant model,offline tourism service supplier provides the tourism service to online travel platform at a wholesale price,and then online travel platform has the pricing power and retails the service to consumers with a markup for a profit.Under hybrid business model,two models will not only compete with each other for the consumers in an online travel market,but also cooperate with one another for expanding the market scale and dealing with fierce external market competition.In the context of complex co-opetition,online travel platform needs to consider the impacts of different pricing powers and profit allocation methods between these two business models.Besides,online travel market often faces the uncertain demands because of the seasonal and random characteristics of market.However,online travel platform which gathers a large number of potential consumers accumulates huge amounts of consumer demand information,and often has stronger market demand forecasting ability than offline tourism service suppliers does.Therefore,the online travel platforms under hybrid business model wi

关 键 词：在线旅游平台 需求信息共享 混合销售 旅游服务供应链 

分 类 号：F590[经济管理—旅游管理] C93[经济管理—产业经济]