Research On “Hotel + OTA” Dual-channel Supply Chain Cooperation Model Considering Sales Effort

With the popularity and application of the Internet,the physical service industry has also been challenged by the arrival of the new Internet service industry.In order to develop better,taking hotel and OTA as an example,hotels and OTA both need to cooperate to provide people with better and more comprehensive services.On the one hand,the hotel needs to use the resources of the OTA platform to increase the market demand for hotel rooms,to provide convenience for Internet customers,and to expand the hotel room booking channels.On the other hand,as a network platform,OTA also needs to rely on hotels to provide rooms and get revenue from them.The cooperation between the two will bring about the impact of profit increase on both sides,and it may also bring about the negative impact of the damage.Therefore,in the hotel supply chain,research on the cooperation mode between hotel and OTA has certain research value and practical significance.This paper comprehensively analyzes and collates relevant domestic and foreign literatures,supplements the existing vacancies in the existing research,and draws on the idea of product manufacturing supply chain to apply flexibly to the “hotel + OTA” supply chain.The theoretical methods such as economic theory,stackelberg game theory,optimization theory,and simulation technology have studied the "hotel + OTA" dual-channel supply chain cooperation model considering the sales efforts of the OTA platform.The main research contents and findings are as follows:(1)Research on the wholesale cooperation model considering sales efforts.When the hotel cooperates with OTA in the wholesale mode,the hotel will sell some hotel rooms to OTA for sale at the agreed price.Firstly,according to the cooperation mode of the wholesale mode,the demand function and profit function of the hotel and OTA are established.The analysis shows the optimal pricing and the optimal profit level of the sales effort cost coefficient and the influence degree of the sales effort.The study found that OTA adopts a sales effort strategy,and sales efforts will increase the demand for OTA channels,and will also have a positive impact on hotel profits.Sales effort costs have a law of increasing marginal costs,and sales effort costs grow faster as the cost of sales efforts increases.(2)The commission cooperation model was studied in consideration of sales efforts.In the commission mode,the hotel and the OTA reached a consensus on cooperation,and the hotel sold the hotel rooms together with OTA by paying commissions to OTA.Under the commission mode,the optimal pricing and profit level of the hotel and OTA are determined by establishing the demand and profit model.In consideration of the sales effort,the OTA's efforts to sell cost coefficient and the effort to sell demand will inevitably affect the profit of the OTA.Cost has an impact,but also has an inseparable relationship with the hotel's profitability.(3)Consider the impact of sales efforts on the hotel and OTA cooperation model selection strategy.According to the research results of the wholesale mode and commission mode between the hotel and OTA,through the use of three-dimensional images to make a further profit comparison analysis,the study concluded that when the two sides make the same decision,they choose the common way according to the profit maximization of both parties.The mode of cooperation,otherwise,take the wholesale model that will be chosen in most cases to cooperate.