Study On Cruise Revenue Management Under The Choice Of Cruise Ship Supply Chain Cooperation Mode

Since the maiden voyage of Costa Cruise Line’s “Elangina” cruise ship in Shanghai port in2006,the Chinese cruise market has developed rapidly until 2017,when the development of the Chinese cruise market showed a slowdown,the drawbacks brought about by the charter model gradually emerged,and the sales channel showed the characteristics of a single and long To cope with this dilemma,the cooperation between cruise lines and travel agencies should be strengthened,and the sales channels of cruise lines should be actively expanded in order to promote the sustainable development of China’s cruise supply chain.Although cooperation between cruise companies and travel agencies will have the problem of competition between different channels,it is conducive to the realization of the precise division of cruise market demand and can also share the uncertain risks in the cruise market to a certain extent.For this reason,this thesis compares the agency model in line with the development of the international cruise market with the charter model adopted in China,analyzes the choice of cooperation model between cruise lines and travel agencies in the cruise supply chain,and on the basis of the selected cooperation model,studies the revenue management issues regarding cruise pricing under the agency model of the cruise supply chain.In this thesis,we take cruise companies,OTAs and traditional travel agencies in the cruise supply chain system as the research objects,take the choice of cooperation mode as the entry point,consider factors such as passenger preferences and the level of differentiation of services provided by each subject,construct a game model among the three,and compare and analyze the optimal decisions of different subjects under different modes.The study shows that the cross-price sensitivity coefficient,passenger preference and demand changes have an impact on the benefits of different decision-making subjects,while along with the continuous maturity of China’s cruise market,cruise passengers’ preference for travel agencies gradually increases,and the agency model will become the preferred mode of cooperation between cruise companies and travel agencies in the future,which will not only clarify the power and responsibility relationship between cruise companies and travel agencies and regulate the competition in the cruise market,but also It is conducive to promote the realization of the upgrading and transformation of China’s cruise market.Combined with the actual development of China’s cruise market,under the premise of agency cooperation between cruise companies and travel agencies in the cruise supply chain,considering the probability of different types of cruise passengers choosing channels,further analyzing the situation of multiple cabin types of cruise tickets sold in cruise self-selling channels,OTAs,and traditional travel agencies,establishing a dynamic pricing model with the objective of maximizing the expected revenue of cruise companies,and realizing the revenue of cruise The optimal strategy and the nature of the optimal solution are analyzed and proven,and the actual background of a cruise line is used as an example to analyze the optimal strategy and the comparison of single and multi-channel revenue.The research results show that the dynamic revenue of the proposed model is 7.34% higher than the actual revenue,and it is more beneficial for the cruise line to sell cruise tickets through multiple channels than a single sales channel.Therefore,the research content of this thesis has certain practical significance,which not only provides relevant and reasonable decision-making suggestions for the model selection of cruise lines and travel agencies in the cruise supply chain,but also further enriches the relevant research on cruise revenue management.