“酒店+OTA”双渠道供应链超订策略研究

doi:10.12005/orms.2015.0042

运筹与管理 ›› 2015, Vol. 24 ›› Issue (2): 38-43.DOI: 10.12005/orms.2015.0042

“酒店+OTA”双渠道供应链超订策略研究

叶飞, 陆木蕊, 廖鹏

华南理工大学工商管理学院,广东广州 510640

收稿日期:2013-07-16 出版日期:2015-04-12
作者简介:叶飞(1974-),男,江西进贤县人,博士,教授,博士生导师,研究方向为物流与供应链管理。
基金资助:
国家自然科学基金资助项目(71471066);教育部新世纪项目(NCET-13-0219);教育部高等学校博士专项基金(2013072110029)

Research on Overbooking Strategy of “Hotel+OTA” Dual-Channel Supply Chain

YE Fei, LU Mu-rui, LIAO Peng

School of Business Administration, South China University of Technology, Guangzhou 510640, China

Received:2013-07-16 Online:2015-04-12

摘要/Abstract

摘要： 为解决市场需求不确定环境下,酒店和在线旅行网站(Online Travel Agency,OTA)合作时的能力超订量与在线房间预留量的决策问题,建立了基于佣金合作模式的数学模型,给出了实现酒店整体期望收益最大化的在线房间预留量与能力超订量。借助数值分析,进一步研究了佣金率与需求不确定性对最优决策的影响。结果表明,当佣金率与门店需求不确定性较小时,酒店采取双渠道策略并且实施超订;当佣金率与门店需求不确定性很大时,酒店采取门店单渠道策略但不实施超订。另外,在线房间预留量随着佣金率、门店需求不确定性的增大而减小。

关键词: 供应链管理, 超额预订, 决策模型, 酒店

Abstract: In order to solve overbooking and allocation problem with demand uncertainty when hotel collaborates with Online Travel Agency, we formulate a mathematical model based on the Agency Model. The optimal overbooking and allocation policies are derived. A numerical example is further given to study the effects of commission rate and demand uncertainty on the optimal decisions. The results show that the hotel manager will apply dual-channel and utilize overbooking policy when the commission rate and demand uncertainty are low. However, when the commission rate and demand uncertainty are high enough, the hotel manager will apply single-channel and do not utilize overbooking policy. We also find that the hotel manager will reduce the room allocation to OTA when the demand of offline channel becomes more uncertain or the commission rate increases.

Key words: supply chain management, overbooking, strategy models, hotels

中图分类号:

F224

叶飞, 陆木蕊, 廖鹏. “酒店+OTA”双渠道供应链超订策略研究[J]. 运筹与管理, 2015, 24(2): 38-43.

YE Fei, LU Mu-rui, LIAO Peng. Research on Overbooking Strategy of “Hotel+OTA” Dual-Channel Supply Chain[J]. Operations Research and Management Science, 2015, 24(2): 38-43.

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“酒店+OTA”双渠道供应链超订策略研究

Research on Overbooking Strategy of “Hotel+OTA” Dual-Channel Supply Chain

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