新冠肺炎疫情背景下乡村旅游服务商定价策略研究

Study on the Pricing Strategy of Rural Tourism Service Providers Under the Background of COVID-19 Epidemic

新冠肺炎疫情防控常态化背景下,近郊乡村旅游已成为满足人们旅游需求的主要方式。从供应链管理的视角研究新冠肺炎疫情背景下乡村旅游服务商的定价策略,关注乡村旅游服务商的合理收益,是乡村旅游高质量发展的前提与保障。利用相关参数模拟疫情防控政策带来的市场规模及市场占有率变化的情况,构建供应链收益模型,采用博弈论的方法研究乡村旅游服务商的最优定价。研究结果表明:乡村旅游服务商的最优定价应以市场规模和市场占有率为主要参考依据,在疫情反复的特殊情况下,相关系数发生突变,最优定价可能出现与市场规模、市场占有率反向变化的情况。基于上述结论,新冠肺炎疫情背景线上乡村旅游服务商应将主要精力从线上转移到线下,加强与线下乡村旅游经营企业的深度合作;线下旅游服务商则应深耕细作,努力提供特色乡村旅游产品和服务。同时,乡村旅游服务商应根据市场规模、市场占有率、消费者对价格敏感度等情况及时调整定价策略,以保证乡村旅游服务商收益以及供应链整体收益的最大化。

Under the background of the normalization of COVID-19 epidemic prevention and control,suburban rural tourism has become the main way to meet people’s travel needs.From the perspective of supply chain management,it is the premise and guarantee for the high-quality development of rural tourism to study the pricing strategies of rural tourism service providers under the background of COVID-19 epidemic,and pay attention to the reasonable profit of those providers.Using relevant parameters to simulate the changes in market size and market share brought about by the epidemic prevention and control policy,a supply chain revenue model is constructed,and game theory is used to study the optimal pricing of rural tourism service providers.The research results show that the optimal pricing of rural tourism service providers should be based on market size and market share.Under the special circumstances of repeated epidemics,the correlation coefficient mutates,and the optimal pricing may change in the opposite direction to market size and market share.Based on the above conclusions,online rural tourism service providers should shift their main energy from“online”to“offline”during the COVID-19 epidemic,and strengthen in-depth cooperation with offline rural tourism business enterprises.Offline tourism service providers should further cultivate,and strive to provide characteristic rural tourism products and services.At the same time,rural tourism service providers should adjust their pricing strategies in a timely manner according to market size,market share,and consumers’ sensitivity to prices,so as to ensure the maximization of the revenue of rural tourism service providers and the overall revenue of the supply chain.