智慧旅游背景下的旅游供应链多渠道协调研究

As the development of smart travel, the vendor of the tourism product will face the choosing and coordinating problem of the multi marketing channel, which include the direct online channel, network intermediary channel and the travel agent channel. However, the traditional studies on the coordination of the tourism supply chain are mainly focus on the coordination between the upstream and downstream nodes in the supply chain. And there are few literatures studying on both the double marginalized problem between the upstream and downstream nodes and the channel conflict problem at the same level in the supply chain. Based on the analyzing the impact of online travel service provider on the tourism supply chain, the general combination patterns of the multi-channel in the tourism supply chain under the background of smart travel can be abstracted. This project just intends study the coordination of these general combination patterns of the multi-channel, include the direct online channel conbination pattern, network intermediary channel conbination pattern and the travel agent channel conbination pattern. First, the random demand functions of different channels in the combination pattern should be analyzed. Then, according to the Stackelberg game theory, principal-agent theory and the bi-level programming theory, the multi-channel coordination model based on profit - CVaR will be established. And the risk measurement analysis and the hybrid coordination contract designing should also be considered in the coordination model. Finally, the numerical analysis and experimental simulation should be done to verify the research effect and adjust the coordinate parameters. This project will give the coordination contract and the coordination mathematic model to solve the coordination problem of the multi-channel in the tourism supply chain. The results of this project have significant value both theoretically and practically, could be applied in many kinds of the tourism supply chain under the background of smart travel.

随着智慧旅游的发展，旅游产品提供商将面临网络直销渠道、信息中介渠道和旅游代理渠道等多渠道选择和协调问题。传统的旅游供应链协调研究主要关注供应链上下游节点的协调，缺乏对同时存在纵向双重边际化问题和横向渠道冲突问题的供应链多渠道协调研究。本项目拟通过分析在线旅游服务商对旅游供应链的影响，归纳出智慧旅游背景下旅游供应链的多渠道模式，对基于信息中介的、基于网络直销的和基于"信息中介+网络直销"的旅游供应链多渠道协调问题进行研究。从多渠道的随机需求函数分析入手；结合风险度量分析和混合协调契约设计，利用Stackelberg博弈论、委托与代理理论和双层规划理论等构建基于利润-CVaR的多渠道协调模型；通过数值分析和算例实验进行参数调整和优化分析。拟解决智慧旅游背景下旅游供应链多渠道协调机制设计和协调模型构建问题，为消除旅游供应链多渠道冲突提供理论依据，可广泛应用于智慧旅游背景下的旅游供应链协调领域。

随着智慧旅游的发展，旅游产品提供商将面临网络直销渠道、信息中介渠道和旅游代理渠道等多渠道选择和协调问题。传统的旅游供应链协调研究主要关注供应链上下游节点的协调，缺乏对同时存在纵向双重边际化问题和横向渠道冲突问题的供应链多渠道协调研究。.本基金项目结合供应链协调管理理论，在智慧旅游背景下，综合考虑需求不确定、风险厌恶的供应链背景，拟采用利润-CVaR作为决策者的决策目标，运用博弈论和委托代理理论等分别对以基于信息中介、基于网络直销和基于“信息中介+网络直销”三种多渠道模式的旅游供应链多渠道协调契约及模型进行研究。从多渠道的随机需求函数分析入手；结合风险度量分析和混合协调契约设计，利用Stackelberg博弈论、委托与代理理论和双层规划理论等构建基于利润-CVaR的多渠道协调模型；通过数值分析和算例实验进行参数调整和优化分析。.具体研究如下：1）分析在线旅游服务企业对旅游供应链的影响，归纳出基于信息中介、基于网络直销和基于“信息中介+网络直销”三种多渠道模式的特征。2）刻画旅游供应链多渠道随机需求：智慧旅游背景下，随着在线旅游服务商的发展，顾客将表现出更突出的个性化特征，使得旅游需求具有更大的不确定性。并且，旅游供应链的多渠道之间的需求会相互影响。结合随机需求函数和利润-CVaR决策目标，利用博弈论和委托代理理论等为三种旅游供应链多渠道协调问题构建基于利润-CVaR的协调模型。3）构建旅游供应链多渠道的协调契约与协调模型。智慧旅游背景下旅游供应链多渠道协调模型与传统旅游供应链协调模型有较大的区别，其需求函数、协调契约和决策目标都具有自身的特点。智慧旅游背景下，旅游供应链多渠道协调模型需要同时关注上下游的双重边际化问题和同级的渠道冲突问题。并且，旅游需求的不确定将导致供应链决策主体面临各种风险，从而需要为协调模型建立利润和风险兼顾的决策目标，通过对多渠道模式的协调模型进行数值分析，为三种旅游供应链多渠道协调的设计合理的混合契约。

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