双渠道旅游供应链协调研究

发布时间：2018-04-12 08:42

本文选题：旅游供应链 + 双渠道　；参考：《兰州理工大学》2017年硕士论文

【摘要】：随着国民收入水平的提高及人们旅游观念的改善,旅游逐渐成为人们放松身心,体验生活的基本方式,我国旅游业表现出强大的生命力。目前我国游客参与旅游活动主要通过旅游供应商的直销渠道和旅游代理商的代理销售渠道两种方式,即在旅游产品供需关系上表现为双渠道旅游供应链模式。随着旅游市场需求季节性的波动,双渠道旅游供应链表现为宏观上的供需不平衡,供应链成员主动权交替更迭。在个人理性约束下,供应链决策主体以自身利益最大化进行决策,形成一个不完全信息静态博弈过程。通过对双方博弈过程分析知旅游市场最大的矛盾已经转变为市场需求随机波动下的渠道利益之争,从供需角度来看,这种矛盾表现为在旅游市场供给能力相对刚性的情况下旅游资源的有效配置问题。在这样的背景下,论文进一步建立了供需关系不平衡时的旅游供应商与旅游代理商的双渠道旅游供应链决策模型。通过供应链节点企业间的集中决策和分散决策行为的对比分析指出,分散决策行为并不能达到供应链系统的整体协调,即旅游供应商和旅游代理商从自身利益最大化出发的决策行为使得供应链系统的整体收益受损,并通过数值算例进行验证。文章最后针对分散决策模式下双渠道旅游供应链系统失调的问题,以契约理论为基础,寻求使双渠道旅游供应链达到协调的契约机制设计,分别设计了两方收益共享契约、成本分担契约及线性激励契约来协调双渠道旅游供应链,进一步通过数理推导过程说明了前两种协调契约并不能协调双渠道旅游供应链,并对线性激励契约的有效性进行证明。
[Abstract]:With the increase of national income and the improvement of people's concept of tourism, tourism has gradually become the basic way for people to relax and experience life.At present, tourists in our country participate in tourism activities mainly through the direct marketing channels of tourism suppliers and the agency sales channels of travel agents, that is to say, the tourism supply chain mode is the dual channel in the relationship between supply and demand of tourism products.With the seasonal fluctuation of tourism market demand, the two-channel tourism supply chain shows the imbalance of supply and demand on the macro level, and the initiative of supply chain members alternates.Under the restriction of individual rationality, the decision makers of supply chain make decisions based on the maximization of their own interests and form a static game process of incomplete information.Through the analysis of the game process between the two sides, we can see that the biggest contradiction in the tourism market has been transformed into the channel interest contention under the random fluctuation of market demand, and from the point of view of supply and demand,This contradiction is manifested in the efficient allocation of tourism resources under the condition of relatively rigid supply capacity in the tourism market.In this context, the paper further establishes a dual channel tourism supply chain decision-making model for tourism suppliers and travel agents when the supply and demand relationship is unbalanced.Through the comparative analysis of centralized decision and decentralized decision behavior among supply chain node enterprises, it is pointed out that decentralized decision-making behavior can not achieve the overall coordination of supply chain system.That is, the decision-making behavior of tourism suppliers and travel agents based on the maximization of their own interests makes the overall revenue of the supply chain system suffer, and is verified by a numerical example.Finally, aiming at the imbalance of tourism supply chain system in the mode of decentralized decision, based on the contract theory, this paper seeks to design the contract mechanism for the coordination of the tourism supply chain with two channels, and designs the revenue sharing contract between the two parties respectively.The cost sharing contract and the linear incentive contract are used to coordinate the two-channel tourism supply chain. Further, through the mathematical derivation process, the former two kinds of coordination contracts can not coordinate the two-channel tourism supply chain, and the validity of the linear incentive contract is proved.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F592

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