| With the rapid development of China's economy and the increase of PCDI,the consumption concept of Chinese residents has been changing and the consumption in leisure and entertainment has become more frequent and varied.Moreover,the tourism industry of our country has also shown a flourishing development trend.In the first half year of 2017,the online vacation market scale was 54.87 billion yuan,which is an increase of 35.8%over the same period of the last year,accounting for 16.5%of the total online travel market share.Trip.com and Qunar.com and other online travel agencies have been growing stronger and become the mainstay of online travel market.Although in the current research field,the research on tourism is very rich.But online tourism is a new subdivision area that has emerged in recent years,there's little research in this field.In the study of online tourism industry,scholars focus more attention on qualitative research,such as how information technology has changed tourism industry,the consumer behavior of online tourism,the status of online tourism evelopment in China and so on.There's few quantitative studies.Therefore,this paper focuses on the problem of unsubscribethe in online tourism,the promotion of information technology for the traditional enterprise,establishes a game model and gives the corresponding conclusions.In this way,we hope to provide a good reference for other scholars,enriching the research in the field of online travel.At the same time,we hope to give the online travel agencies suggestions on the establishment of the credit system,provide a theoretical basis for the establishment of the online platform for the hotel,help the supply chain to optimize,and improve the efficiency of the supply chain.The research area of this paper is online tourism.Because the field involves too many complex types of enterprises,so the hotel supply chain is selected as the research object,which consists of a hotel and an online travel agency.And we hope to find out the optimal pricing decision of the hotel and the online travel agency,to use chain coordination theory to achieve the Pareto improvement of the supply chain,to help the online agency determine the degree of perfection of the construction of the credit system,and to help the hotel decide whether building the online platform or not.The methods used in this study is the Stackelberg game model and two-part pricing method for supply chain coordination.And the core modeling part of the paper is divided into two parts.First,considering the customer's unsubscribethe phenomenon,the demand function is established based on the price influence,and the Stackelberg game model is used to solve the model.By solving the model,the optimal pricing decision of hotel and online travel agency is obtained in the case of decentralized and centralized decision-making situations.And we find that the supply chain is incongruous,so we use the two-part pricing method to coordinate the supply chain and achieve the Pareto improvement of both the hotel and the online travel agency.Finally,the influence of the cross price coefficient,the market share of the online travel agency,the construction perfection degree of the online travel agency's credit system on the pricing and profit of the hotel and the online travel agency is found out through example analysis.Second,in addition to the optimal pricing decision of the hotel and the online travel agency,we focus on whether the hotel should choose the preceding pricing or succeeding pricing strategy for the online platform sales price,and find out that the preceding pricing strategy is more favorable for the hotel.Finally,the benefits of the online platform of the hotel is studied by example analysis. |
PDF Full Text Request