基于博弈分析的旅游市场过度价格竞争问题及其相关对策

Problems of Excessive Price Competition of the Tourism Market based on Game Analysis and Its Countermeasure

当前旅游产业发展势头迅猛,旅游市场竞争日益激烈。过度价格竞争问题已成为阻碍旅游市场健康有序发展的重要因素,它不仅降低了旅游行业的整体经济效益,而且严重影响了旅游接待服务质量,为社会所诟病。旅游市场的过度价格竞争问题,其实就是陷入了降价的"囚徒困境"博弈模型中。在博弈分析的基础上,运用博弈树的展开策略与旅游市场的竞合博弈战略,探讨旅游市场过度价格竞争问题的解决对策,从而实现旅游市场可持续健康发展。

Currently, the tourism industry developed rapidly, and the market competition was gradually severe. The excessive price competition has become the main handicapping factors on the healthy and ordered development of tourism market, which not only decreased the whole economic benefit of tourism industry, but also severely influenced the service quality and was criticized by society. The excessive price competition of tourism market was trapped in the ＂prisoners delimma＂game model in price decrease. Based on the game analysis, this paper uses open-up strategy of the game tree and competitioncooperation game strategy of tourism market, discusses the solution for the excessive price competition to meet the sustainable and healthy development for tourism market environment.