摘要
考虑市场上消费者对酒店品牌的认可程度和支付意愿差异,以及酒店增值服务捆绑销售行为,研究批发销售模式和代理销售模式下"酒店+OTA"供应链的最优定价策略具有重要意义。本文考察了不同销售模式对酒店客房定价以及对酒店、OTA平台利润的影响,研究结果表明:增值服务捆绑销售会影响酒店和OTA平台的定价策略,只有在满足一定条件下,增值服务捆绑销售才能提升酒店和OTA平台的利润水平;高端品牌酒店客房的销售价格会受到不同销售模式的影响;当OTA平台设置的佣金率较高(较低)时,OTA平台(酒店)会选择代理销售模式。
Considering the differences in consumer recognition and willingness to pay for hotel brands in the market, as well as the bundled sales of hotel value-added services, it is vital to study the optimal pricing strategy of the "hotel + OTA" supply chain under the wholesale and agency sales model. This article examines the impact of different sales models on hotel room pricing and the profits of hotels and OTA platforms. The results show that: Bundled sales of value-added services will affect the pricing strategy of hotels and OTA platforms and could increase the profit level of hotels and OTA platforms. The sales price of high-end brand hotel rooms will be affected by different sales models;when the commission rate set by OTA platforms is higher(lower), OTA platforms(hotels) will choose the agent sales model.
出处
《价格理论与实践》
北大核心
2019年第12期128-131,184,共5页
Price:Theory & Practice
