随着电子商务的快速普及与发展，在线旅游(OTA)平台开始运用不透明营销的低价优势吸引消费者放弃产品选择权，将多商家在平台共享的产品资源根据库存供需平衡关系对消费者进行分配，以通过价格歧视策略实现在满足更多消费者需求基础上的自身收益提升。本项目以旅店业为例，从旅客购买及OTA平台营销决策的影响要素分析入手，通过平台赋予旅客“不满意旅店回避权”使其能自主变更旅店信息不透明度，在满足差异化需求的同时增加平台收益，并通过引入“竞标成功率”的无底价竞拍方式来规避传统底价竞拍方式带来的旅客重复出价和信息共享等投机行为导致的平台收益风险。通过构建五种传统或不透明单一渠道营销模式和六种传统与不透明混合营销模式收益模型，得出不同市场环境下OTA平台在传统与不透明营销渠道的客房库存资源分配与定价优化决策，并通过敏感性分析来刻画各要素对旅客与OTA平台最优决策的影响，对OTA平台营销模式选择提供科学决策支持。

With the rapid development and broadly spreading, more and more Online Travel Agents (OTA) began make customers give up the right of choosing product by applying the opaque selling channel which could provide much cheaper price than traditional channel. Instead, OTA assign consumers the sharing hotel inventory resources of multiple product providers according to the balance between the supply and demand, obtain much more benefits from different kinds of customers by price discrimination strategy. Taking the hotel industry as an example, this project starts with the analysis of the key influence factors of customer strategic behavior and OTA marketing mode decision, then put forward to giving customers’ unsatisfactory hotel avoidance right to make customers change hotel information opacity themselves, which could meet more customers’ differential demands as well as increase the revenue of the platform. Thirdly this research introduce a new concept of bidding successful probability, a free reserve price bidding approach to avoids the platform revenue risk caused by repeated customer bidding behavior and information sharing in the traditional reserve price bidding approach.. By constructing five OTA platform revenue models of traditional or opaque single-channel marketing model and six traditional and opaque mixed marketing models, we can get the inventory resource allocation strategy and room pricing optimization strategy for OTA in different traditional and opaque marketing channels. We characterize the effect of each factor on the optimal decision of the customers and OTA through the sensitivity, and provide scientific decision support for OTA strategy selection.