在线旅游企业的低价竞争与纵向约束控制及其规制研究

发布时间：2018-02-01 02:11

本文关键词： 在线旅行平台在线旅行双边市场价格结构需求弹性政府规制　出处：《旅游学刊》2017年03期 　论文类型：期刊论文

【摘要】：近年来,在线旅游企业的控价现象已引起旅游供给方的抵制和地方行业协会的不满,相关问题也引起国家旅游局等政府部门的重视。从相关文献来看,由于对在线旅行平台的价格结构及外部效用缺乏考虑,现有研究对现实缺乏解释力与指导力。文章综合运用双边市场理论、需求弹性理论与效用理论及相关研究方法,分析了在线旅行市场竞争及社会福利问题,并在纵向约束经营下分别建立完全垄断与竞争下的两个市场均衡模型并求解,然后在此基础上对价格结构、平台利润与需求弹性及社会福利等进行了分析和相关比较,从而试图解释和预测我国在线旅行业的竞争特征与相关矛盾关系。研究提出:第一,在线旅游企业应积极寻求线下扩张及范围经济控制的机会;第二,酒店等旅游供应商应主动应对在线旅行平台的双边性特征以做好信息化时代下的变革;第三,政府规制的焦点在于平台交易总价格,而非单方交易价格,并且真正要既保护竞争又保护旅游消费者。该研究的主要贡献在于揭示了在线旅行双边市场的内在竞争规律及其未来发展态势,并指出了政府规制的主要方向。
[Abstract]:In recent years, the phenomenon of price control of online tourism enterprises has caused the boycott of tourism suppliers and the dissatisfaction of local trade associations, and the related issues have also attracted the attention of the national tourism administration and other government departments. Due to the lack of consideration of the price structure and external utility of the online travel platform, the existing research lacks the power to explain and guide the reality. Demand elasticity theory, utility theory and related research methods are used to analyze the online travel market competition and social welfare. Two market equilibrium models under complete monopoly and competition are established and solved under vertical constraint management, and then price structure is analyzed on this basis. The platform profit and demand elasticity and social welfare are analyzed and compared in order to explain and predict the competitive characteristics and related contradictions of China's online travel industry. Online tourism enterprises should actively seek offline expansion and scope of economic control opportunities; Second, tourism providers such as hotels should take the initiative to deal with the bilateral characteristics of online travel platforms in order to do a good job in the information age of change; Third, the focus of government regulation is the total price of platform trading, not the unilateral transaction price. The main contribution of this study is to reveal the internal competition law and the future development trend of online travel bilateral market, and point out the main direction of government regulation.
【作者单位】：上海财经大学国际工商管理学院;上海商学院酒店管理学院;
【基金】：国家旅游局2015年度研究型英才培养项目“在线旅行双边市场竞争下的酒店APP分类与生态优化”(WMYC20151069) 上海财经大学研究生创新基金项目“技术效率和市场环境对我国旅馆业经营绩效的影响研究”(CXJJ-2015-325) 上海商学院旅游管理重点学科建设以及全国教育科学“十二五”规划2015年度教育部重点课题(DDA150209)资助~~
【分类号】：F724.6;F592.6
【正文快照】： 引言旅游业在互联网时代下产生了在线旅行新业态,简单来说在线旅行业即是指一系列为旅游供应商提供在线分销业务的在线旅游企业总称。在线旅游企业(或“在线旅行平台”,以下也简称“平台”)可以根据功能和业务模式分为4类,即:在线旅行代理(以下简称OTA)类、垂直搜索类、团购类

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