三种运营模式下考虑平台交易安全风险的在线旅游平台供应链质量控制策略研究

doi:10.16381/j.cnki.issn1003-207x.2023.0810

Abstract

Abstract:

As information technology becomes increasingly pervasive， the traditional travel service industry is struggling to keep pace with the evolving modernization expectations of travelers. This gap has given rise to the development of the online travel platform supply chain. In light of varying market sizes and platform transaction security risks faced by the online travel service agent （OTA）， it is imperative to adopt rational operational modes， implement appropriate marketing efforts， optimize service quality for users， and bolster the online travel platform supply chain members’ profit. Exposing the complexity and multidimensionality of platform operations has become a pressing issue for the sustainable development of the online travel platform supply chain. An online travel platform supply chain comprising an online travel supplier， an OTA platform， and users is constructed. Taking into account the platform transaction security risks and the market fixed demand， profit models are constructed for supply chain members under three operational modes （agency mode， retail mode， and self-operated mode）. By employing game theory， the research optimizes service quality control strategies and profits for supply chain members. Finally， through numerical simulation， the impact of platform transaction security risks and market fixed demand on the optimal decisions and profits of platform supply chain members is delved into under three operational modes， and management insights are derived. The results suggest that for the OTA platform， favorable scenario is establishing a self-operated platform. Alternatively， using agency or retail mode can also achieve the sustainable profitability and development. For the travel supplier， the market fixed demand exerts a more significant impact on profit and mode selection than platform transaction security risks. For users， high-quality service， effective marketing efforts， and relatively lower prices can significantly enhance the attachment and loyalty to the platform. This study offers theoretical guidance and serves as a reference for subsequent research on optimizing quality decisions within the online travel platform supply chain， considering multiple OTA platforms and travel suppliers， as well as for the dynamic gaming interactions among supply chain members under complex scenarios.

Key words: online travel platform supply chain, platform transaction security risks, marketing efforts, quality control

CLC Number:

Peng Xing,Siyu Cai,Guanyu Jiang. Research on Quality Control Strategy of Online Travel Platform Supply Chain Considering Platform Transaction Security Risks under Three Operating Modes[J]. Chinese Journal of Management Science, 2026, 34(10): 153-163.

Figures/Tables 14

符号	变量说明
$j$	$j = A, R, S$ ，分别代表代理、零售和自营模式
$p$	产品及服务价格
$e 1$	线上服务质量水平
$e 2$	线下服务质量水平
$e 3$	OTA平台的营销努力水平
$D 0$	市场固定需求
$α$	零售模式下OTA平台向旅游提供商收取的佣金系数
$β$	代理模式下OTA平台向旅游提供商收取的佣金系数
$k 1$	线上服务质量投入成本系数
$k 2$	线下服务质量投入成本系数
$k 3$	OTA营销投入成本系数
$γ$	OTA服务价格弹性系数
$ϕ$	线上服务质量水平弹性系数
$φ$	线下服务质量水平弹性系数
$ψ$	营销努力水平弹性系数
$λ$	OTA的平台交易安全风险水平
$M$	旅游提供商的固定成本
$F$	平台使用费（旅游提供商在OTA平台开展经营活动时需缴纳的固定费用）
$π r j$	$j$ 模式下OTA平台的利润
$π s j$	$j$ 模式下旅游提供商的利润

模式	$e 1 *$	$e 2 *$	$e 3 *$	$p *$
代理模式	$0 < γ < γ 1 : ↑$	$↓$	$0 < γ < γ 1 : ↑$	$↓$
零售模式	$↓$	$↓$	$0 < γ < γ 2 : ↑$	$↓$
自营模式	$↓$	$↓$	$↓$	$γ > γ 3 : ↑$

供应链成员模式选择		OTA平台模式选择	旅游提供商模式选择	共同选择
$F < F''$	$0 < k 1 < δ 2$	$A$	$R$	/
	$k 1 = δ 2$	$A$	$A$ ∕ $R$	$A$
	$δ 2 < k 1 < δ 1$	$A$	$A$	$A$
	$k 1 = δ 1$	$A$ ∕ $R$	$A$	$A$
	$k 1 > δ 1$	$R$	$A$	/
$F > F''$	$0 < k 1 < δ 1$	$A$	$R$	/
	$k 1 = δ 1$	$A$ ∕ $R$	$R$	$R$
	$δ 1 < k 1 < δ 2$	$R$	$R$	$R$
	$k 1 = δ 2$	$R$	$A$ ∕ $R$	$R$
	$k 1 > δ 2$	$R$	$A$	/

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Research on Quality Control Strategy of Online Travel Platform Supply Chain Considering Platform Transaction Security Risks under Three Operating Modes

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