考虑异质旅客渠道选择行为的“酒店+OTA”双渠道供应链定价、商务模式选择与协调研究

项目名称： 考虑异质旅客渠道选择行为的“酒店+OTA”双渠道供应链定价、商务模式选择与协调研究

项目编号： No.71471066

项目类型： 面上项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 叶飞

作者单位： 华南理工大学

项目金额： 60万元

中文摘要： 针对我国酒店与OTA企业(online travel agent，在线旅游代理商，如携程旅行网)合作过程中的渠道冲突问题及目前理论界研究的不足，提出从供应链管理视角研究酒店+OTA双渠道供应链定价、商务模式选择与协调机制。 本课题将结合我国酒店+OTA双渠道供应链的实际运行情况，在充分考虑异质旅客渠道选择行为、酒店客房数量有限性、酒店直销渠道销售价格不得低于OTA在线渠道销售价格及两条渠道需求的不确定性等因素基础上，深入研究批发与代理商务模式下酒店与OTA企业的定价行为；在此基础上，分别从酒店与OTA企业角度深入研究商务模式选择问题；并从供应链管理的角度系统研究酒店与OTA企业间的利益协调机制；在上述研究基础上，进一步研究酒店与OTA企业的动态定价行为。本课题的研究成果将对提高我国酒店与OTA企业合作效率，促进我国现代酒店业的发展具有重要的指导意义。

中文关键词： 旅客渠道选择行为；“酒店+OTA”双渠道供应链；商务模式选择；定价；协调机制

英文摘要： Aiming at the channel conflict issues during the cooperation process between Chinese hotels and online travel agents (OTAs, e.g., Ctrip.com), as well as the research gap in this area,we tend to investigate the pricing,business model selection and coordination mechansim for Hotel + OTA dual channel supply chain from supply chain management perspective. Based on the practices and characteristics of Hotel +OTA supply chain in China: heterogeneous travelers' channel selection behaviors, constrained capacity of hotel's rooms, the price given by the hotel's direct channel shouldn't be lower than that posted on the OTA's online channel,as well as the uncertain demand in direct and online channels, we tend to investigate the pricing decisions and business model selections for both hotels and OTAs under merchant model and agency model. In addition, we try to propose the coordination mechanism between hotels and OTAs from supply chain management perspective. Moreover, as an extension of the above research, we further investigate the dynamic pricing behavior of both hotels and OTAs. The results will help to improve the cooperation efficiency between Chinese hotels and OTAs and offer guidances for the promotion of the development of modern Chinese hotel industry.

英文关键词： Traveler Channel Choice Behavior;Hotel+OTADual Channel Supply Chain;Business Model Selection;Pricing;Coordination Mechanism