竞争环境下考虑消费者选择行为的“酒店+OTA”渠道、定价及商业模式选择研究

随着互联网的发展，酒店纷纷通过OTA（Online Travel Agency）渠道销售客房方式来提高客房出租率。但是，OTA渠道对酒店直销渠道的蚕食，多家OTA的相互竞争，酒店同质化竞争者以及消费者选择行为均会影响到酒店与OTA的合作。那酒店应该如何选择合作的OTA数量和类型以及与之合作的商业模式（批发模式、代理模式或混合模式）？.因此，本课题基于供应链协作视角探索竞争环境下考虑消费者选择行为的酒店渠道、定价及商业模式选择问题。首先，分析影响酒店与OTA合作及定价的因素；其次，分别在双平台竞争情境下、存在同质化竞争者情境下以及两种情境均存在的情形下，并在考虑消费者选择行为基础上考查酒店渠道、定价及商业模式选择问题；最后，对模型进行校验，并将理论成果应用到酒店与OTA的管理实践。.本课题的研究成果将为酒店营销策略的选择提供有参考价值的理论依据，帮助酒店提高入住率，提升运营绩效和竞争力。

With the development of the internet, the hotel sells rooms to consumers through OTA (Online Travel Agency) to increase the occupancy rate of the rooms. However, the OTA channel’s encroachment on the direct sales channel of the hotel, the competition among multiple OTAs, the homogenization of competitors and the choices behavior of consumers will affect the cooperation between the hotel and OTA. How should the hotel choose the number and type of OTAs to cooperate and the business model (wholesale model, agency model and hybrid model)?.Therefore, based on the perspective of supply chain collaboration，this project explores the selection of channel, price and business model for hotel under considering consumers’ choice behavior in competitive environment. First, analyze the factors affecting the cooperation and pricing of hotels and OTA. Secondly, in the context of dual platform competition, homogeneous competitors and both, respectively, and based on the consideration of consumer choice behavior, examine the problems of hotel sales channel, pricing and business model selection. Finally, the model is verified, and the theoretical results are applied to the management practice of hotels and platforms..The research results of this project will provide some valuable theoretical basis for the choice of hotel marketing strategy, which will help hotel managers to improve hotel operation performance and competitiveness.