旅行社共创O2O模式的互补性资源投入决策研究
发布时间：2018-08-07 09:49
【摘要】：旅游运营商与在线旅行社通过合作发挥资源互补优势实现双方的O2O模式,但互补性资源的投入会产生机会主义风险,协调成本会使资源遭受效率损失。本文综合考虑资源投入的收益与效率损失构建了合作收益模型,运用Stackelberg博弈分析了双方互补性资源的最优投入策略,并通过算例和案例对模型主要部分结论进行了验证。结果表明:合作主导者收益达到其阀值时,双方才能达成合作;资源之间存在不完全互补关系,资源与合作努力之间存在替代关系;双方可调整资源与合作努力投入比例,控制资源效率损失;双方互补性资源投入和合作努力投入比例与其在共创O2O模式中的成本收益比相一致。
[Abstract]:Tourism operators and online travel agencies realize the O _ 2O mode by cooperating with each other's complementary advantages. However, the investment of complementary resources will produce opportunistic risks, and coordination costs will make the resources suffer efficiency losses. In this paper, the cooperative income model is constructed by considering the benefit and efficiency loss of resource input, and the optimal input strategy of complementary resources is analyzed by using Stackelberg game, and the main conclusions of the model are verified by examples and cases. The results show that the cooperation can be reached only when the profit of the cooperation leader reaches its threshold, the resources are not completely complementary, the resources and the cooperative efforts are substituted, and the proportion of resources and cooperative efforts can be adjusted by both sides. The ratio of complementary resource input and cooperative effort investment is consistent with the cost-benefit ratio in creating O _ 2O model.
【作者单位】： 重庆大学经济与工商管理学院;
【基金】：国家高等学校博士学科点专项科研基金“基于供应链协同的联盟模式与创新类型关系研究”(201101191110031) 重庆市研究生科研创新项目“旅行社合作共创O2O商业模式的资源投入决策研究”(CYB160004)
【分类号】：F592.6;F724.6
本文编号：2169646
[Abstract]:Tourism operators and online travel agencies realize the O _ 2O mode by cooperating with each other's complementary advantages. However, the investment of complementary resources will produce opportunistic risks, and coordination costs will make the resources suffer efficiency losses. In this paper, the cooperative income model is constructed by considering the benefit and efficiency loss of resource input, and the optimal input strategy of complementary resources is analyzed by using Stackelberg game, and the main conclusions of the model are verified by examples and cases. The results show that the cooperation can be reached only when the profit of the cooperation leader reaches its threshold, the resources are not completely complementary, the resources and the cooperative efforts are substituted, and the proportion of resources and cooperative efforts can be adjusted by both sides. The ratio of complementary resource input and cooperative effort investment is consistent with the cost-benefit ratio in creating O _ 2O model.
【作者单位】： 重庆大学经济与工商管理学院;
【基金】：国家高等学校博士学科点专项科研基金“基于供应链协同的联盟模式与创新类型关系研究”(201101191110031) 重庆市研究生科研创新项目“旅行社合作共创O2O商业模式的资源投入决策研究”(CYB160004)
【分类号】：F592.6;F724.6
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