酒店OTA运营模式下的市场均衡及效果分析

Market Equilibrium and Effectiveness under OTA Operating Mode

策略顾客通过观测酒店客房价格动态和预订成功的概率进行跨期决策,冲击了酒店的需求预测与定价决策体系。基于供求失衡的现实常态,本文构建了理论模型刻画顾客策略行为,比较分析了酒店在面临策略顾客时借助在线旅行网站(OTA)运营模式和采用传统门店运营模式的市场均衡,证明了OTA运营模式的有效性。模型结果表明:无论是供大于求还是供小于求,OTA平台均能有效地应对顾客的策略行为从而提高酒店入住率、增加酒店收益;当策略顾客的订购意愿越低时,酒店OTA运营模式在市场覆盖方面优势愈加明显;OTA平台的收益恒大于零,呈现“旱涝保收”的特征;顾客策略行为的程度越高,OTA平台收益随之上升,酒店在OTA运营模式下的收益也高于传统门店运营模式下的收益。研究结论揭示了OTA平台愿意与酒店开展合作的经济激励,增进了我们对OTA运营模式优势与效能的理解。

Strategic customers make inter-temporal decisions by observing the dynamics of hotel room prices and the probability of successful reservations,which impacts the demand forecasting and pricing decision system of hotels.Based on the reality of the imbalance between supply and demand,this paper builds a theoretical model to depict the strategic behavior of customers,analyzes the market equilibrium between the OTA operation mode and the traditional store operation mode when hotels face strategic customers,and proves the effectiveness of the OTA operation mode.The results of the model show that,whether the supply is greater than demand or less than demand,the OTA platform can effectively respond to the customers'strategic behavior and thus increase the occupancy rate and revenue of the hotel;when the strategic customer's willingness to order is lower,the advantage of the hotel OTA operation mode in terms of market coverage becomes more obvious;the revenue of the OTA platform is always greater than zero,showing a feature of"ensuring stable yields despite drought or excessive rain".The higher the degree of strategic customers,the higher the revenue of the OTA platform,and the higher the revenue of the hotel in the OTA mode than in the traditional store mode.The findings reveal the economic incentives for OTA platforms to cooperate with hotels and improve our understanding of the advantages and effectiveness of the OTA operating mode.