摘要
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,考虑了单独销售模式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;对于服务供应商来说,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。
Taking the two-level tourism service supply chain composed of two independent service providers and an online travel platform as the research object,considering the separate sales model and mixed bundling sales model,using the Stackelberg game,the impact of price sensitivity factors and product substitution factors on suppliers and online travel platform profits are analyzed when the online travel platform adopts different sales strategies.The research results show that the online travel platform can increase profits by adopting a hybrid bundling sales strategy;for service providers,as the price sensitivity becomes larger,the optimal strategy shifts from individual sales to hybrid bundled sales;When the substitution is weakened,individual sales gradually become a dominant strategy.
作者
孟浩
周刚
MENG Hao;ZHOU Gang(Tianjin University,Tianjin 300072 China)
出处
《电子科技大学学报（社科版）》
2019年第5期105-112,共8页
Journal of University of Electronic Science and Technology of China(Social Sciences Edition)
