基于多方演化博弈的旅游企业协作发展策略研究

发布时间：2018-01-19 12:43

本文关键词： 演化博弈旅游企业供应链协调利益均衡发展策略　出处：《江苏大学》2017年硕士论文　论文类型：学位论文

【摘要】：旅游业在我国国民经济发展中扮演越来越重要的角色,而旅游企业作为最重要的旅游市场主体却存在着宰客、恶性价格竞争、供应链合作不稳定等各种问题,严重影响旅游业的稳定可持续繁荣。这些问题从表面上看与宏观市场监管环境和旅游企业自身管理等相关,从本质上看则是旅游企业、游客、政府等多方利益主体复杂博弈且利益格局严重失衡的结果,如何实现多主体间的利益均衡是推动旅游企业持续健康发展的关键。针对旅游企业存在的宰客等违规经营问题,构建了“旅游企业-政府-游客”三者之间的演化博弈模型,分析了旅游企业监管中影响各博弈主体策略选择与演化的因素,经模型求解分析得出各方行为的演化规律,继而对我国旅游市场的监管现状进行了分析,面对越来越严格的监管环境,旅游企业实现长远发展的理性选择是依法规范诚信经营。基于严格旅游市场监管环境从供应链协调合作角度探究旅游企业发展策略,构建了“旅游供应商-旅游运营商-游客”三者之间的演化博弈模型,分析了旅游供应链协调中影响各博弈主体策略选择与演化的因素,通过模型求解分析确立了各方行为趋于稳定状态的条件,得出不同博弈主体在旅游供应链协调合作中的利益均衡实现机理。选取康辉集团进行案例研究,在了解其概况的基础上,分析了其得以持续发展的原因和重要举措,得出康辉集团依法合规诚信经营,积极应对旅游市场监管环境并重视供应链协调合作,致力打造全渠道综合运营商。同时从康辉与旅游景点的合作、与交通出行企业的合作、与宾馆酒店的合作、与餐饮企业的合作以及与OTA企业的合作等方面具体分析了其供应链协调合作行为。最后在上述模型及案例分析的基础上,结合实际从旅游企业应对旅游监管和旅游供应链企业协调合作方面给出策略建议。在应对旅游监管方面,旅游企业应严格遵守法律法规、构建内部诚信体系。在供应链企业协调合作方面,旅游企业应建立信任机制、搭建信息共享平台、建立合理收益分配机制并充分利用互联网技术。
[Abstract]:Tourism plays a more and more important role in the development of our national economy, but tourism enterprises, as the most important tourism market, have many problems, such as killing customers, vicious price competition, unstable supply chain cooperation and so on. These problems are related to macro-market regulatory environment and tourism enterprises' own management on the surface, and are essentially tourism enterprises and tourists. The result of the complex game between the government and other stakeholders and the serious imbalance of the interest pattern. How to realize the balance of interests among multiple subjects is the key to promote the sustainable and healthy development of tourism enterprises. This paper constructs an evolutionary game model between "tourism enterprise, government and tourist", and analyzes the factors that influence the selection and evolution of the game players' strategies in the supervision of tourism enterprises. Through solving the model, the evolution law of the behavior of all parties is obtained, and then the present situation of the supervision of the tourism market in China is analyzed, and the regulatory environment is more and more strict. The rational choice to realize the long-term development of tourism enterprises is to regulate the management of good faith according to law and explore the development strategy of tourism enterprises from the angle of coordination and cooperation of supply chain based on the strict environment of tourism market supervision. This paper constructs the evolutionary game model of "tourism supplier, tourism operator and tourist", and analyzes the factors that influence the strategy selection and evolution of the main players in the coordination of tourism supply chain. Through the analysis of model solving, the conditions of the behavior of all parties tend to be stable, and the realization mechanism of interest equilibrium of different game players in tourism supply chain coordination and cooperation is obtained. The Kanghui Group is selected as a case study. On the basis of understanding its general situation, this paper analyzes the reasons and important measures for its sustainable development, and draws the conclusion that Kanghui Group operates in accordance with the law and in good faith, actively responds to the regulatory environment of the tourism market and attaches importance to the coordination and cooperation of the supply chain. At the same time, from Kanghui and tourist attractions, with the cooperation of transportation and travel enterprises, and hotel cooperation. The cooperation with catering enterprises and the cooperation with OTA enterprises are analyzed in detail. Finally, on the basis of the above model and case study. Combined with the actual situation from the tourism enterprises to deal with tourism supervision and tourism supply chain enterprises coordination and cooperation to give strategic advice. In response to tourism supervision tourism enterprises should strictly abide by the laws and regulations. In the aspect of coordination and cooperation of supply chain enterprises, tourism enterprises should establish trust mechanism, set up information sharing platform, set up reasonable profit distribution mechanism and make full use of Internet technology.
【学位授予单位】：江苏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.6

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