垄断竞争型景区的渠道价格策略研究

发布时间：2018-09-09 14:15

【摘要】：互联网的普及应用给旅游业的信息传播和交易方式带来了重大变革,对旅游景区的分销渠道产生了显著影响。早期关于旅游景区的竞争主要表现为旅游资源的空间竞争,随着分销渠道的多元化、网络化,旅游者主导地位逐渐显现,旅行社不得不根据旅游者需求和市场环境做出改变,旅游景区也更加关注渠道管理和旅游供应链参与主体的市场行为。面对新型旅游供应链环境,垄断竞争型景区如何科学地选择渠道价格策略来寻求自身利润的最大化,是本研究的主要目的。本研究运用旅游供应链管理的思想来考察旅游景区的经营管理环境,采用博弈论的相关方法构造博弈模型来模拟现实景区的决策过程,得到景区的最优渠道价格策略。随后,鉴于旅游供应链的发展现状和发展趋势,分别讨论分销渠道结构变化、旅行社增值服务和客户信息获取及信息公开行为对景区渠道价格策略和竞争关系的影响,探讨景区的应对策略。最后根据理论模型获得的决策结果,结合景区的经营管理实践,从旅游供应链的纵向竞争和合作两个层面提出景区的竞争策略。研究表明,在新型旅游供应链环境下,旅游景区的产品差异和旅游者偏好转移成本仍然是影响景区渠道价格策略的重要因素,但分销渠道结构、旅行社的增值服务和信息获取及信息公开行为同样成为重要的影响因子。根据理论模型分析结果,本研究提出景区应从旅游供应链的角度,基于旅游者的消费需求提供增值服务,或是通过前向一体化和横向合作来改变其在供应链中的主体地位,或是通过强化与分销渠道的纵向合作,如分担旅行社的增值服务和信息获取成本,增强供应链的整体竞争力,以便在市场竞争中获胜。本研究首次将渠道价格作为景区的重要竞争策略进行重点探析,从旅游供应链的角度分析景区的价格决策环境,运用博弈论的研究方法模拟现实决策过程,基于旅游者的行为选择得出景区渠道价格策略的量化结果。通过将现实中的影响因素内置于模型中,使决策理论结果更加科学。在实践操作中,虽然各景区需根据自身情况因地制宜地选择合适的做法,但理论模型所展现的原则和方向是具有普适性的,具有现实指导意义。
[Abstract]:The popularization and application of the Internet has brought great changes to the information dissemination and transaction mode of tourism industry, and has had a significant impact on the distribution channels of tourist attractions. The competition about tourist attractions in the early period was mainly manifested in the spatial competition of tourist resources. With the diversification of distribution channels and networking, the dominant position of tourists gradually appeared, and the travel agencies had to make changes according to the needs of tourists and the market environment. Scenic spots also pay more attention to channel management and the market behavior of tourism supply chain participants. Facing the new tourism supply chain environment, the main purpose of this study is how to scientifically choose the channel price strategy to maximize the profit of the monopoly competitive scenic spot. In this study, the idea of tourism supply chain management is used to investigate the management environment of scenic spots, and game theory is used to construct a game model to simulate the decision-making process of real scenic spots, and the optimal channel price strategy is obtained. Then, in view of the current situation and development trend of tourism supply chain, this paper discusses the influence of distribution channel structure change, value-added service of travel agency, customer information acquisition and information disclosure behavior on the price strategy and competition relationship of scenic spot channel, respectively. This paper discusses the coping strategies of scenic spots. Finally, according to the decision results obtained from the theoretical model, combined with the practice of management and management of scenic spots, this paper puts forward the competitive strategies of scenic spots from the vertical competition and cooperation of tourism supply chain. The research shows that under the new tourism supply chain environment, the product difference of tourist attractions and the cost of tourist preference transfer are still the important factors affecting the channel price strategy, but the distribution channel structure. The value-added service, information access and information disclosure of travel agencies are also important factors. According to the results of theoretical model analysis, this study suggests that scenic spots should provide value-added services based on tourists' consumption demand from the perspective of tourism supply chain, or change their dominant position in the supply chain through forward integration and horizontal cooperation. Or through strengthening vertical cooperation with distribution channels, such as sharing the cost of value-added services and information acquisition of travel agencies, enhancing the overall competitiveness of the supply chain, in order to win in the market competition. For the first time, this study focuses on the channel price as an important competitive strategy of the scenic spot, analyzes the price decision-making environment of the scenic spot from the perspective of tourism supply chain, and simulates the realistic decision-making process by using the research method of game theory. Based on tourists' behavior choice, the quantitative results of channel price strategy of scenic spots are obtained. The results of decision-making theory are more scientific by putting the influencing factors in the model. In practice, although each scenic spot should choose the appropriate method according to its own situation, the principle and direction of the theoretical model is universal and has practical guiding significance.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F590

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