引用本文:易文桃,谭春桥,陈晓红,等.考虑谈判能力的旅游O2O供应链定价与服务策略[J].控制与决策,2020,35(11):2626-2636
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考虑谈判能力的旅游O2O供应链定价与服务策略
易文桃1,谭春桥2,陈晓红1,崔春生3
(1. 中南大学商学院,长沙410083;2. 南京审计大学商学院,南京211815;3. 北京物资学院信息学院,北京101149)
摘要:
考虑在线旅行社(OTA)和旅游运营商(TO)通过佣金模式合作共创的旅游O2O供应链,研究两种佣金谈判模式下OTA和TO的最优定价与服务策略:FU模式,OTA与TO的佣金谈判基准为线下销售价格,且线下销售价格是TO的私有信息;N模式,OTA与TO的佣金谈判基准为线上销售价格,且线上销售价格是公共信息.分析线上渠道市场份额和谈判能力的影响,探讨TO和OTA的佣金谈判模式选择问题.结果表明:在N模式下线上渠道市场份额越高越有利于OTA,在FU模式下过高或过低的线上渠道市场份额不利于OTA.而且,过强或过弱的谈判能力不利于OTA,但过高或过低的线上渠道市场份额或越强的TO谈判能力都对TO和整个旅游O2O供应链有利.对OTA、TO和整个旅游O2O供应链而言,N模式是较优选择.
关键词:  旅游O2O供应链  佣金  谈判  谈判能力  定价  服务
DOI:10.13195/j.kzyjc.2019.0209
分类号:C934
基金项目:国家自然科学基金项目(71671188,71971218);北京市智能物流系统协同创新中心开放课题项目(BILSCIC-2019KF-01);中南大学博士生自主探索创新项目(2017zzts048).
Pricing and service decisions in tourism O2O supply chain under bargaining power
YI Wen-tao1,TAN Chun-qiao2,CHEN Xiao-hong1,CUI Chun-sheng3
(1. School of Business,Central South University,Changsha410083,China;2. School of Business,Nanjing Audit University,Nanjing211815,China;3. School of Information,Beijing Wuzi University,Beijing101149,China)
Abstract:
A tourism O2O supply chain where an online travel agency(OTA) collaborates with a tour operator(TO) under commission mode is considered in this paper. The optimal pricing and service decisions for the OTA and the TO are studied based on two different commission bargaining modes: The FU mode, where the offline sale price is adopted as the benchmark in commission negotiation and is the private information of the TO, and the N mode, where the online sale price is adopted as the benchmark in commission negotiation and is common knowledge. The influence of the ratio of online demand and the bargaining power on the optimal decisions and expected profits is analyzed by numerical examples. Finally, we explore how to choose a proper commission bargaining mode. The results show that in the N mode, a higher ratio of online demand may be more beneficial to the OTA. But, in the FU mode, a higher or a lower ratio of online demand may hurt the OTA. Moreover, a stronger or a weaker bargaining power may hurt the OTA. However, a higher or a lower ratio of online demand or a stronger bargaining power of the TO may be better for the TO and the whole tourism O2O supply chain. In addition, the N mode is more appropriate for the TO, the OTA, as well as the whole tourism O2O supply chain.
Key words:  tourism O2O supply chain  commission  bargain  bargaining power  pricing  service

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