Research On Collaborative Development And Government Subsidy Strategy Of Cultural Tourism IP Products From The Perspective Of Supply Chain

With the rapid development of the cultural tourism industry and the increasingly strong demand for emotional consumption and personalized consumption of tourists,the mismatch and contradiction between the supply and demand of cultural tourism products are gradually becoming prominent.In order to break the development bottleneck of product homogenization and strengthen the brand effect,cultural tourism enterprises are motivated to cooperate with IP design service providers to build cultural tourism IP products,to enhance the emotional added value of products.Considering the particularity of cultural tourism IP products and the dynamics of cooperative development,the enterprises how to choose the appropriate cooperation mode to build and publicize cultural tourism IP products,and the government how to formulate effective subsidy policies to promote the high-quality development of local cultural tourism industry are the problems that need to be solved at present.In this context,by analyzing the IP attributes of cultural tourism IP products,this paper describes the attractive state equation and dynamic demand function of cultural tourism IP products in continuous time.Then,the supply chain of cultural tourism IP products is constructed and the dynamic development and operation strategy of cultural tourism IP products are studied by using differential game and other methods.Firstly,we study the cooperative development strategy of a secondary supply chain,which is composed with a single cultural tourism enterprise and an single IP design service provider.Considering the dynamics of the popularity of cultural tourism IP products,the optimal decision-making of supply chain members in decentralized mode and centralized mode is studied.Next,we analyze the changes in the attractiveness of cultural tourism IP products and the profits of supply chain members and the whole,and then propose a "two-way cost sharing incentive mechanism" to realize the coordination of supply chain.The results show that the attractiveness of cultural tourism IP products will change under the influence of multiple factors,but it will gradually stabilize with the passage of time.When the cultural tourism enterprise and the IP design service provider adopt a two-way cost sharing cooperation mode,an appropriate proportion of income dividends can encourage both parties to invest more funds and efforts to create better cultural tourism IP products and achieve the best profit.Secondly,based on the maximization of social welfare,we discuss the best subsidy strategy of the government.A tripartite differential game model is constructed,which is composed with a cultural tourism enterprise,an IP design service provider and the government.Then we study the optimal decision and profit of these two enterprises,the optimal subsidy decision of the government,the stable attraction of cultural tourism IP products and the overall social welfare when the government adopts project subsidy strategy,consumption subsidy strategy and mixed subsidy strategy.Next,we make a comparative analysis of these three different subsidy strategies.The results show that when the government adopts the mixed subsidy strategy,it can maximize the social welfare.The implementation effect of the project subsidy strategy and consumption subsidy strategy will be affected by the close cooperation between these two enterprises.When the degree of cooperation between enterprises is low,the effect of direct subsidy to consumers is better;On the contrary,it is better to directly subsidize cultural tourism development projects.Therefore,the government should formulate appropriate subsidy policies in combination with the cooperation of relevant local enterprises and the financial assets.The research of this paper can not only provide a theoretical basis for the quantitative research on the cultural tourism IP products,but also provide decision-making guidance for enterprises and governments in the development and operation management of cultural tourism IP products.At the same time,it can also expand the application fields of supply chain management thought and differential game theory,and provide new directions and ideas for the research on operation management of tourism supply chain.