森林旅游供应链协调定价策略研究

Research on Coordinated Pricing Strategy of Forest Tourism Supply Chain

基于消费者效用理论提出森林旅游供应链的产品需求函数,构建包含合作模式和非合作模式的森林旅游供应链模型。在此基础上,引入成本分担契约和收益分享契约对森林旅游供应链的价格协调策略进行研究。研究结果表明:森林旅游产品供应商通过与其他行业合作开发森林旅游特色产品,可以提高森林旅游产品供应商的利润,但不会影响森林旅游原始产品的价格;成本分担契约不能改变森林旅游供应链的产品价格;收益共享契约能够帮助森林旅游供应链实现帕累托改进,优化森林旅游产品的定价决策。因此,森林旅游产品供应商应与合作商协商建立合理的收益共享契约,共同开发森林旅游特色产品,进而优化森林旅游供应链的产品价格。

Based on the theory of consumer utility, the product demand function of forest tourism supply chain is proposed, and a forest tourism supply chain model including cooperative mode and non-cooperative mode is constructed. On this basis, the cost-sharing contract and the benefit-sharing contract are introduced to study the price coordination strategy of forest tourism supply chain. The research results show that: forest tourism product suppliers can improve the profits of forest tourism product suppliers by developing special forest tourism products in cooperation with other industries, but will not affect the prices of original forest tourism products;cost sharing contracts cannot change the forest tourism supply chain The revenue sharing contract can help the forest tourism supply chain achieve Pareto improvement and optimize the pricing decision of forest tourism products. Therefore, forest tourism product suppliers should negotiate with their partners to establish a reasonable revenue sharing contract, jointly develop forest tourism characteristic products, and then optimize the product price of the forest tourism supply chain.