地方特产与旅游景区的供应链协同销售策略研究——以天目湖旅游和天目湖砂锅鱼头为例

Research on the Cooperative Sales Strategy of Local Specialties and Tourism Scenic Spots——Take Tianmu Lake tourism and Tianmuhu casserole head as an example

随着我国的旅游业的迅速崛起,人们对地方特产也表现出需求的渴望。文中研究的是供应链的视角下地方特产和旅游景区的联合销售模式,此种模式可以使供应商和销售商取长补短,降低成本,获得规模效益。首先对联合销售和供应链契约进行阐述,然后运用Stackelberg模型研究单独销售和联合销售下产品的销售状况,并且用Shapley值来进行利润分配。最后以天目湖砂锅鱼头和天目湖旅游为例进一步证明了理论模型,从而验证文中所得结论的有效性。

With the rapid rise of China’s tourism industry,people also show the desire for local specialty products. This paper studies the joint sales model of local specialty products and tourism attractions from the perspective of supply chain. This model can make the suppliers and sellers learn from each other,reduce the cost and obtain the scale benefit. First,the joint sales and supply chain contracts are described, and then the Stackelberg model is used to study the sales of products under separate sales and joint sales,and profit distribution is made with Shapley value. Finally,the theoretical model is further proved by the Tianmuhu casserole head and Tianmuhu tourism as an example to verify the validity of the conclusion.