两竞争推广商与酒店的合作协调研究

Research on coordination strategy between hotel and two competing promoters

随着酒店市场竞争的日趋激烈,酒店为了提高入住率,纷纷与第三方推广商开展合作.酒店如何通过与推广商合作来提高利润率成为酒店业重点关注的话题.本文分析市场上存在一个占主导地位的酒店以及和酒店合作的两家推广商,利用博弈论构建了酒店和推广商的利润函数模型.为此,首先分析了分散决策下博弈三方的最优策略,进而分析了集中决策下三方的最优策略,并刻画了影响酒店和推广商最优策略的影响因素.并进一步提出了能实现整体最优并能实现双方Pareto改善的协调契约.本文的研究发现以下现象:1)酒店的价格增加,两推广商的利润均有提升;2)当推广商间的竞争激烈程度增大时,推广商会压低利润水平并提升推广力度.从而,酒店的利润会不断提升,并且供应链的协调程度也在不断增加.数值例子也验证了所设计的协调契约对整体协调的有效性.

With the increasing competition, hotels are seeking cooperation with the third party promoters to increase the occupancy rate. How hotels cooperate with promoters becomes a hot topic in hotel industry. This paper analyzes a market with one dominant hotel and two competing promoters and constructs their profit model by using game theory method.Then the optimal strategies are derived in the case of decentralized and centralized setting and some factors influencing their strategies are analyzed. The paper further proposes a coordination contract that can achieve Pareto improvement for the whole system. Our studies show that ： 1） the profit of two competing promoters increases as the price of hotel increases; 2） As the degree of competition among promoters is increasing, promoters will reduce their profit to improve the promotion efforts, which makes the profit of the hotel and the coordination level of supply chain increase. We also validate the effectiveness of this contract and show the sensitivity analysis of parameters through other numerical examples.