基于NYOP的旅游服务供应链合作模式创新研究

Study on the Cooperation Mode Innovation of Tourism Service Supply Chain Based on Name Your Own Price

针对旅游服务供应链中存在的冲突问题,在Priceline的单一价格NYOP模式基础上,引入双价格和低价格销量限制,对旅游服务供应链的合作模式进行创新。通过构建旅游服务供应链主体的利润模型,利用优化与数值仿真的方法分析新合作模式的效果。研究表明:双价格NYOP模式对于服务提供商总是优于单一价格的NYOP模式,且能在一定程度上实现服务提供商期望利润优化与服务供应链整体利润优化间的一致,并给出了由单一最优价格近似计算双价格和多价格的方法。双价格NYOP在现实中很难按预设的方式实施,需要配合销量限制策略才能抑制服务集成商的趋利动机,保障双价格模式按预设方式运作。通过数值算例对研究结果进行了验证和拓展。

According to the conflicts within the tourism service supply chain, this paper introduces dual price and restriction on low price sales to innovates the cooperation model of tourism service supply chain based on the single price NYOP model of Priceline. By constructing profit models for the entities of tourism service supply chain, the effect of the new cooperation mode is analyzed using optimization and simulation. The results show that： （ 1 ） dual price NYOP mode is always better than single price NYOP for service providers, and can achieve coordination between service providers＂ profit and service supply chain＇s overall profits. An approximation method to calculate the prices is given. （2） dual price NYOP is difficult to imple- ment as designed in practice, sales restriction strategy is required to curb the service integrator＇s motivation to protect the dual price model operating in accordance with the designed mode. Finally, the theoretical results are verified and extended by simulation and numerical examples.