Research On Decision Model Of Tourism Supply Chain Under Different Sales Strategies

With the rapid development of the traditional manufacturing industry, products in the market basically are in balance between supply and demand, leading directly to the decrease of average profit rate. At the same time, the consumer market has become quite mature, however, standardized products are not easy to meet the personalized needs of consumers. Therefore, service industry developed rapidly, and gradually evolved into a new profit growth point. With the development of service industry, the service supply chain of tourism has risen along. As people living standard the spirit pursuing higher, the tourism has become one of the largest industries in the world. At the same time, tourism industry is showing new features and facing new challenges, on the condition of the economic globalization and informationization.There is big difference between tourism products and physical products. Travel agencies purchase travel products from various providers, but sell to consumers in “packaging”. The scenic area usually are the cores of tourism products, which depend on the demand of customers. This paper focuses on the sales strategy of the core products in the tourism supply chain.On the basis of the existing research results, including supply chain management theory, bundling theory, game theory, variational inequality, study tourism supply chain decision problems based on bundling selling.From the theory of behavioral economics to construct structural equation model for the consumers bundling purchase influence factors. Research three pricing strategies: separate sale strategy(strategy of tourism required products and alternative tourism products); and mandatory binding sale strategy(required tourism products and alternative tourism products bundled sales strategy). Construct the objective function and constraint conditions on term of profit maximization to analyze the travel agency pricing decisions as well as the factors that affect pricing decisions on these two sale strategies.On the basis of the above research, taking the tourism supply chain members’ rights structure into account, build a tourism supply chain with two kinds of service products. The chain contains two tourist products providers and a travel agency. The providers provide required tourism products and alternative tourism products; respectively they have two type sales strategies: bundling sales strategy and separate sales strategy. More rights and options are only for required tourism products provider: With the modes of two kinds of sales, explore different rights structure’s impact on tourism supply chain members in decision making.Along with the rapid development of the Internet, online travel industry has developed fast enough to become a force to rival of the traditional travel agencies. It also provides a new sales channel for tourism supply chain. Considering there are dual channels of tourism supply chain network combined by network channels of tourism product provider and retail channels of travel agency with fully informationization. Also there existing price and service competition between the two channels. To study the effect on tourism supply chain members pricing and its demand caused by different service level.Finally, on basis of the negative service quality and safety effects caused by the large number of passengers on the scenic area, build a three-level tourism supply chain network equilibrium mode with a tourist flow limit, meanwhile set a service quality supervision system in which the lower members have oversight responsibility for the upper member, and accordingly makes a reward and punishment mechanism. Using the method of variational inequality, obtain the equilibrium conditions of tourism products provider, local travel agencies, travel agencies and the whole of the tourism supply chain network respectively, and probe the nature of the equilibrium solution.In view of this dissertation research content, it takes Heilongjiang Branch of China International Travel Service as the research object, analyzing the status quo of tourism industry in our country, and the information of CITS, extracting the CITS travel supply chain model. After collecting and sorting relevant data, by means of data fitting, verify the validity of the conclusions obtained in this dissertation.