-
摘要: 对比了邮轮游产品在国外的分销模式和在国内的旅行社包船模式之间的差异，分析了旅行社包船模式成为制约中国邮轮游市场进一步发展瓶颈的原因；基于斯塔尔伯格博弈和古诺博弈理论，构建了考虑消费者选择行为的直销和代销价格博弈模型；设计了以1个邮轮公司和多个旅行社为对象的数值分析试验，分析了在邮轮公司垄断市场、旅行社竞争市场和邮轮公司与旅行社竞争市场中，邮轮公司直销与旅行社代销的价格博弈行为与市场需求特征之间关系。研究结果表明：旅行社包船模式在中国邮轮市场发展初期符合国际邮轮公司快速渗透市场的需求，国际邮轮公司对代销渠道价格的间接影响力微弱，需通过旅行社使其邮轮游产品获得合理的价格；在市场较为成熟时期，邮轮游产品的代理数量为4~6个时，可以保证直销渠道和代销渠道价格处于合理区间；随着中国邮轮游市场的逐渐成熟，国际邮轮公司应加大发展直销渠道的力度，通过调控代理旅行社订购舱位时单位舱位的成本价与控制代理旅行社的数量，间接控制代销渠道的销售价格；邮轮疫情的负面报道将可能创造广告效果，在疫情后为提高邮轮产品知名度产生积极效用。Abstract: The differences between the distribution mode of cruise products abroad and the charter mode of travel agencies in China were compared and analyzed. The reason that the charter modes of travel agencies has become a bottleneck restricting the further development of Chinese cruise tourism market was analyzed. According to the Steinberg game and Cournot game theory, a direct sales and consignment sales price game model considering consumers' choice behavior was constructed. A numerical analysis test taking one cruise line and multiple travel agencies as the objects was designed. The relationship between the price game behavior of cruise line direct sales and travel agency consignment sales and the market demand features was analyzed in the market monopolized by the cruise line, the competitive market of travel agencies, and the competitive market of the cruise line and travel agencies. Research results show that in the early development stage of Chinese cruise market, the charter mode of travel agencies is in agreement with the needs of the international cruise line for rapid market penetration, and the indirect influence of the international cruise line on the price of agency channels is weak. Therefore, travel agencies are needed to obtain a reasonable price for their cruise products. In the mature period of the market, when the number of travel agencies for cruise products is 4-6, the prices of direct sales channels and agency consignment sales channels can be guaranteed to be in a reasonable range. However, as Chinese cruise market gradually becomes mature, the efforts of the international cruise line should be strengthened to develop direct sales channels. Regulating the cost price of unit shipping space and controlling the number of travel agencies when ordering shipping space is capable of indirectly controlling the sales price of agency consignment sales channels. An effective advertisement may be achieved by negative news on the cruise epidemic, and a positive role may be played by these reports in enhancing the popularity of cruise products in the post-epidemic era.
-
Key words:
- transportation economy /
- cruise market /
- game theory /
- charter mode of travel agency /
- pricing /
- direct sales channel
-
图 1 2013~2020年全国邮轮港口接待出入境旅客总量和增长率变化趋势
注：图 1根据中国交通运输协会邮轮游艇分会、中港协邮轮游艇码头分会的数据整理绘制
Figure 1. Change trends of total number and growth rate of inbound and outbound passengers received by cruises and ports in China from 2013-2020
图 2 旅行社包船模式的邮轮产品销售流程
Figure 2. Cruise product sale process of travel agency charter mode
图 3 区域Ⅲ中A1*与(β-θ)/λ、C、m之间的关系
Figure 3. Relationship among A1*, (β-θ)/λ, C and m in region Ⅲ
图 4 区域Ⅳ中A0*、A1*与(β-θ)/λ、(β-α)/λ、(α-β)/λ、C、l之间的关系
Figure 4. Relationship among A0*, A1*, (β-θ)/λ, (β-α)/λ, (α-β)/λ, C and l in region Ⅳ
图 5 区域Ⅳ中A0*、A1*与(β-θ)/λ、(β-α)/λ、(α-β)/λ、C、g之间的关系
Figure 5. Relationship among A0*, A1*, (β-θ)/λ, (β-α)/λ, (α-β)/λ, C and g in region Ⅳ
图 6 区域Ⅳ中A0*、A1*与C、g、l之间的关系
Figure 6. Relationship among A0*, A1*, C, g and l in region Ⅳ
表 1 旅行社销售的邮轮产品在中国和欧美市场的差异
Table 1. Differences between cruise products sold by travel agencies in China and overseas markets
市场 邮轮产品的持有人 旅行社收益 邮轮公司收益 欧美市场 邮轮公司 佣金和销售奖励 产品销售收益和旅客邮轮上花费 中国市场 旅行社 产品销售收益和购物回扣 旅行社包船花费和旅客邮轮上花费 
下载: 导出CSV
-
[1] WANG Hong. Report on China's Cruise Industry[M]. Berlin: Springer, 2018. [2] WANG Hong. Report on the Development of Cruise Industry in China[M]. Berlin: Springer, 2019. [3] SUN X D, FENG X G, GAURI D K. The cruise industry in China: efforts, progress and challenges[J]. International Journal of Hospitality Management, 2014, 42: 71-84. doi: 10.1016/j.ijhm.2014.05.009 [4] 黎章春, 丁爽, 赖昌贵. 我国邮轮旅游发展的可行性分析及对策[J]. 特区经济, 2007(9): 175-177. https://www.cnki.com.cn/Article/CJFDTOTAL-TAJJ200709068.htmLI Zhang-chun, DING Shuang, LAI Chang-gui. Feasibility analysis and countermeasures for the development of cruise tourism in China[J]. Special Zone Economy, 2007(9): 175-177. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-TAJJ200709068.htm [5] LAU Y Y, YIP T L. The Asia cruise tourism industry: current trend and future outlook[J]. The Asian Journal of Shipping and Logistics, 2020, 36(4): 202-213. doi: 10.1016/j.ajsl.2020.03.003 [6] HUNG K, WANG S, GENIZCI B D, et al. An overview of cruise tourism research through comparison of cruise studies published in English and Chinese[J]. International Journal of Hospitality Management, 2019, 77: 207-216. doi: 10.1016/j.ijhm.2018.06.031 [7] 吕晓晓. 中国邮轮游客忠诚的影响因素研究[D]. 长沙: 湖南大学, 2017.LYU Xiao-xiao. The research on influcing factors of customer loyalty of Chinese cruise passengers[D]. Changsha: Hunan University, 2017. (in Chinese) [8] LEE S, CHUA B L, HAN H. Role of service encounter and physical environment performances, novelty, satisfaction, and affective commitment in generating cruise passenger loyalty[J]. Asia Pacific Journal of Tourism Research, 2017, 22(2): 131-146. doi: 10.1080/10941665.2016.1182039 [9] LYNN M, KWORTNIK R J. The effects of tipping policies on customer satisfaction: a test from the cruise industry[J]. International Journal of Hospitality Management, 2015, 51: 15-18. doi: 10.1016/j.ijhm.2015.08.005 [10] WU H C, CHENG C C, AI C H. A study of experiential quality, experiential value, trust, corporate reputation, experiential satisfaction and behavioral intentions for cruise tourists: the case of Hong Kong[J]. Tourism Management, 2018, 66(6): 200-220. [11] HAN H, HYUN S S. Role of motivations for luxury cruise traveling, satisfaction, and involvement in building traveler loyalty[J]. International Journal of Hospitality Management, 2018, 70: 75-84. doi: 10.1016/j.ijhm.2017.10.024 [12] 郭威佑, 陈康, 杨忠振. 基于消费者偏好的近海型邮轮旅游产品设计[J]. 上海海事大学学报, 2019, 40(2): 36-40. https://www.cnki.com.cn/Article/CJFDTOTAL-SHHY201902007.htmGUO Wei-you, CHEN Kang, YANG Zhong-zhen. Product design of offshore cruise tour based on consumer preference[J]. Journal of Shanghai Maritime University, 2019, 40(2): 36-40. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-SHHY201902007.htm [13] IOANA-DANIELA S, LEE K H, KIM I, et al. Attitude toward luxury cruise, fantasy, and willingness to pay a price premium[J]. Asia Pacific Journal of Tourism Research, 2018, 23(4): 325-343. doi: 10.1080/10941665.2018.1433699 [14] CHUA B L, LEE S, KIM H C, et al. Investigation of cruise vacationers' behavioral intention formation in the fast-growing cruise industry: the moderating impact of gender and age[J]. Journal of Vacation Marketing, 2019, 25(1): 51-70. doi: 10.1177/1356766717750419 [15] 郭旭梅. 基于定制化营销理论的邮轮主题化研究[J]. 电子商务, 2015(4): 31-32. https://www.cnki.com.cn/Article/CJFDTOTAL-DZKJ201504018.htmGUO Xu-mei. Research on cruise theme based on customized marketing theory[J]. E-Business Journal, 2015(4): 31-32. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-DZKJ201504018.htm [16] 孙丽坤, 乔勇. 基于顾客价值空间模型的我国邮轮旅游营销策略探析[J]. 企业经济, 2010(8): 156-158. https://www.cnki.com.cn/Article/CJFDTOTAL-QUIT201008048.htmSUN Li-kun, QIAO Yong. Analysis of China's cruise tourism marketing strategy based on customer value space model[J]. Enterprise Economy, 2010(8): 156-158. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-QUIT201008048.htm [17] 尹奎. 基于江苏出境旅游市场的邮轮旅游营销策略研究[J]. 中国商论, 2017(32): 48-49. https://www.cnki.com.cn/Article/CJFDTOTAL-ZGSM201732024.htmYIN Kui. Research on cruise tourism marketing strategy based on Jiangsu outbound tourism market[J]. China Journal of Commerce, 2017(32): 48-49. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-ZGSM201732024.htm [18] 肖文捷. 顾客满意基础上的邮轮旅游营销策略研究[J]. 旅游纵览(下半月), 2018(18): 70. https://www.cnki.com.cn/Article/CJFDTOTAL-LYZL201818036.htmXIAO Wen-jie. Research on cruise tourism marketing strategy based on customer satisfaction[J]. Tourism Overview, 2018(18): 70. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-LYZL201818036.htm [19] 汪雪婷, 叶欣梁, 孙瑞红. 我国邮轮包船模式制度成因, 局限及对策分析[J]. 中国水运(下半月), 2020, 20(2): 21-24. https://www.cnki.com.cn/Article/CJFDTOTAL-ZSUX202002012.htmWANG Xue-ting, YE Xin-liang, SUN Rui-hong. Analysis of the causes, limitations and countermeasures of China's cruise charter system[J]. China Water Transport, 2020, 20(2): 21-24. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-ZSUX202002012.htm [20] ZHOU J, CHEN S L, SHI W M. The concept of the cruise supply chain and its characteristics: an empirical study of China's cruise industry[J]. Maritime Business Review, 2022, 7(3): 196-221. [21] TSAUR S H, CHENG T M, HONG C Y. Exploring tour member misbehavior in group package tours[J]. Tourism Management, 2019, 71: 34-43. [22] JOHNSON P C, XU H G, ARLT W G. Outbound Chinese tourism: looking back and looking forward[J]. Journal of Policy Research in Tourism, Leisure and Events, 2020, 12(1): 1-7. [23] CHEN J M, LIJESEN M G, NIJKAMP P. Interpretation of cruise industry in a two-sided market context: an exploration on Japan[J]. Maritime Policy and Management, 2017, 44(6): 790-801. [24] SUN Xiao-dong, XU Mei-hua, LAU Y Y, et al. Cruisers' satisfaction with shore experience: an empirical study on a China-Japan itinerary[J]. Ocean and Coastal Management, 2019, 181: 104867. [25] RISITANO M, ROMANO R, SORRENTINO A. Segmenting cruise passengers from the experiential marketing perspective: an explorative study[J]. Research in Transportation Business and Management, 2022, 45: 100590. [26] ESPINET-RIUS J M, FLUVIÀ-FONT M, RIGALL-TORRENT R, et al. Cruise tourism: a hedonic pricing approach[J]. European Journal of Management and Business Economics, 2018, 27(1): 101-122. [27] ESPINET-RIUS J M. Global and local pricing strategies in the cruise industry[J]. Journal of Revenue and Pricing Management, 2018, 17: 329-340. [28] ESPINET-RIUS J M, GASSIOT-MELIAN A, RIGALL-I-TORRENT R. Price determinants and classification of tactical pricing decisions in the cruise industry[J]. Maritime Policy and Management, 2021, 48(2): 239-258. [29] CAI Gang-shu, CHAO Xiu-li, LI Jian-bin. Optimal reserve prices in name-your-own-price auctions with bidding and channel options[J]. Production and Operations Management, 2009, 18(6): 653-671. [30] HUANG L, YIN X, YANG Y, et al. "Blessing in disguise": the impact of the Wenchuan earthquake on inbound tourist arrivals in Sichuan, China[J]. Journal of Hospitality and Tourism Management, 2020, 42: 58-66. [31] NAMIN A, GAURI D K, KWORTNIK R J. Improving revenue performance with third-degree price discrimination in the cruise industry[J]. International Journal of Hospitality Management, 2020, 89: 102597. -
点击查看大图
图(6) / 表(1)
计量
- 文章访问数: 490
- HTML全文浏览量: 143
- PDF下载量: 90
- 被引次数: 0
