酒店官网和OTA渠道博弈研究

doi:10.16381/j.cnki.issn1003-207x.2021.1500

Abstract

Abstract:

The hotel’s discourse right to the online travel agent （referred to as OTA） is mainly manifested in commission bargaining power and room pricing power. In recent has years， the hotel has focused on operating the official website to regain the discourse right to the OTA， Taking this the background it targets to tackle the channel game issues between the hotel online direct channel and the OTA. The neglected cost is taken as the decision variables to construct a one-to-one game model and the realization conditions of the optimal returns are discussed under three models： the “single-channel official website model，” the “dual-channel merchant model，” and the “dual-channel agent model.” It is found that： Firstly， the hotel does not necessarily need to cooperate with OTA to achieve the best revenue. Under certain conditions， the hotel can achieve the best profit by adopting the single-channel official website model. Secondly， when a hotel decides to cooperate with an OTA， the dual-channel merchant model can be used to maximize profits， and there are two conditions for its realization. Finally， when the hotel achieves the best revenue under the dual-channel merchant model， the hotel and the OTA can only meet the participation constraint and cannot achieve incentive compatibility.

Key words: dual-channel supply chain, agent model, merchant model, OTA, marketing effort

CLC Number:

F590.65

Qiang Guo,Xiaolan Chen,Xinyuan Zhao. The Channel Game between the Hotel Direct Official Website and the Online Travel Agent[J]. Chinese Journal of Management Science, 2024, 32(1): 242-250.

Figures/Tables 2

符号	定义
$D i$	$i = 1$ 时表示官网渠道的市场需求量， $i = 2$ 时表示OTA渠道的市场需求量
$Π i$	$i = 1$ 时表示官网渠道的利润， $i = 2$ 时表示OTA渠道的利润
$p$	酒店在官网和OTA渠道的客房售价，两个渠道售价一致
$w$	酒店客房协议价，即单间客房批发价，是酒店的决策变量
$?$	OTA佣金率 $0 ≤ ? ≤ 1$ ，是OTA的决策变量
$c 1$	酒店官网总营销成本，属于官网的变动成本，是酒店的决策变量
$c 2$	OTA的总营销努力成本，是OTA的决策变量
$C f$	酒店官网建设的硬件、软件等成本，属于官网的总固定成本

$α$	$N 2$ ， $p$	酒店最优渠道策略	OTA最优渠道策略
$α ∈ 1,3.86$	$N 2 ∈ 0, 4 α 3 - 2 α - α 2 p 2$	单渠道官网模式	$N / A$
$α ∈ 1,3.86$	$p ∈ 2 N 2 4 α 3 - 2 α + α 2 α 4 α 2 - α 3 - 2, + ∞$	单渠道官网模式	$N / A$
$α ∈ 1,3.56$	$N 2 ∈ 4 α 3 - 2 α - α 2 p 2, p α 2 - 1 2$	双渠道净价模式	利润非负
$α ∈ 1,3.56$	$p ∈ 2 N 2 α 2 - 1, 2 N 2 4 α 3 - 2 α + α 2 α 4 α 2 - α 3 - 2$
$α ∈ 3.86, + ∞$	$N 2 ∈ 0, p α 2 - 1 2$
$α ∈ 3.86, + ∞$	$p ∈ 2 N 2 α 2 - 1, + ∞$
$α ∈ 1, 2 ? 2, + ∞$	$N 2 ∈ 0, + ∞$	$N / A$	双渠道佣金模式
$α ∈ 1, 2 ? 2, + ∞$	$p ∈ 0, + ∞$
$α ∈ 2, 1.75$	$N 2 ∈ 2 - α α p 4, + ∞$
$α ∈ 2, 1.75$	$p ∈ 0, 4 N 2 α 2 - α$

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The Channel Game between the Hotel Direct Official Website and the Online Travel Agent

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