Research On Tourism Service Supply Chain Strategy Based On Mixed Bundle Sales

With the rapid development of our society,the people's living standards have rapidly increased.In the past four decades,many industries that support China's rapid development have also encountered bottlenecks,and it is urgent to find new directions for development.The constant pursuit of spiritual needs has led to the rapid development of many service industries.In recent years,people's travel travel demand has increased greatly,and the way of leisure and holiday has become increasingly diversified.Traditional travel agencies have been unable to meet the growing needs of people.With the development of the Internet,online tourism has been able to flourish.Due to the convenience and timeliness of the Internet,online travel has been favored by many consumers.As an online travel platform,providing quality products to consumers in many homogeneous tourism products is an urgent issue for online travel platforms.With the gradual transparency of all kinds of information,online travel platforms are constantly looking for innovative operations,sales,and decision-making models.Achieve a win-win situation for all nodes in the online travel service supply chain,improve the overall operational efficiency of the supply chain,and make better decisions.The thesis focuses on the decision-making issues when online travel platforms adopt a bundled sales strategy.Based on the existing research results,this thesis uses bundled sales theory,supply chain management theory,game theory and other related theories and methods to study the supply chain strategy selection problem when the online travel platform adopts the bundled sales strategy.Firstly,the analyzes the existing online travel market structure,investigates the existing market trends of the online travel market,and analyzes the similarities and differences between the online travel market and group tours,and analyzes them through examples.Through summarizing and summarizing the bundled sales in the existing market,we found the phenomenon of bundled sales in the online travel market and studied this issue.Secondly,according to the bundled sales behavior of online travel platform,the main characteristics of bundled products are analyzed.Based on the price sensitivity coefficient of consumers and the demand elasticity between different travel products,a decision model of online travel service supply chain based on bundled sales is constructed.The thesis discusses the different decision-making problems of online travel service platform when adopting separate sales strategy and mixed bundling strategy.When online travel platform is in the dominant position of online travel service supply chain,use Stackelberg game to obtain online travel platform and travel service provider.The best price and maximum profit,and compare the profit level when the online travel platform adopts two different sales strategies.The thesis found that for online travel platforms,the mixed bundling strategy is a dominant strategy.If the consumer's price sensitivity coefficient to the tourism product is higher,the most bundled price will be correspondingly reduced.If the consumer's price sensitivity coefficient to the tourism product is low,the most bundled price will increase accordingly.For travel service providers,when product substitution is weak and price sensitivity is low,individual sales are a dominant strategy.Mixed bundling is a dominant strategy when price sensitivity is strong.