邮轮供应链销售渠道选择与定价策略研究

Research on Sales Channel Selection and Pricing Strategy of Cruise Supply Chain

我国邮轮产业在经历10年快速增长后,自2017年开始进入调整期,分销渠道成为制约其发展的瓶颈之一。为此,本文考虑游客不同渠道支付意愿的差异性,构建邮轮船票销售渠道及销售策略决策模型,对比单渠道邮轮直销、双渠道包船模式和双渠道代理模式等三种销售模式,分析旅行社对扩大邮轮公司市场份额、提升邮轮供应链竞争力的影响程度。结果表明,销售渠道的选择受舱位数、市场规模、旅行社销售邮轮旅游产品努力度等多因素影响。当邮轮市场处于培育期时,邮轮公司倾向于通过单渠道直销模式发展市场。随着市场逐渐成熟,市场需求增加到一定程度时,邮轮公司和旅行社合作成为必然趋势,合作模式选择受佣金率影响。

China’s cruise industry has entered the adjustment period since 2017,and the distribution channel has become one of the bottlenecks restricting its development.Under these circumstances,this paper considers the difference of customers'willingness to pay in different channels,and constructs a decision-making model of cruise ticket sales channels and sales strategies.By comparing the three sales modes of single cruise direct channel,double-channel under charter model and double-channel under agency model,this paper analyses the influence of travel agencies on expanding the market share of cruise companies and enhancing the competitiveness of cruise supply chain.We demonstrate that the choice of sales channel is affected by many factors,such as cruise’s cabin capacity,the increase in market size with the travel agency channel and the ability of travel agencies to sell cruise products.When the cruise market is in the incubation stage,cruise companies tend to develop the market through the single cruise direct channel.As the market gradually matures demand grows,cooperation between cruise companies and travel agencies becomes an inevitable trend.And the choice of cooperation strategy is affected by the commission rate.