Volume 23 Issue 2
Apr.  2023
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Article Navigation >  Journal of Traffic and Transportation Engineering  > 2023  >  23(2): 225-239
YANG Zhong-zhen, YANG Yun-qian, XIE Xie, GUO Wei-you, LIAN Feng. Direct sales channel pricing strategy of international cruise lines after epidemic[J]. Journal of Traffic and Transportation Engineering, 2023, 23(2): 225-239. doi: 10.19818/j.cnki.1671-1637.2023.02.016
Citation: YANG Zhong-zhen, YANG Yun-qian, XIE Xie, GUO Wei-you, LIAN Feng. Direct sales channel pricing strategy of international cruise lines after epidemic[J]. Journal of Traffic and Transportation Engineering, 2023, 23(2): 225-239. doi: 10.19818/j.cnki.1671-1637.2023.02.016
shu

Direct sales channel pricing strategy of international cruise lines after epidemic

doi: 10.19818/j.cnki.1671-1637.2023.02.016
  • 1.

    Donghai Academy, Ningbo University, Ningbo 315211, Zhejiang, China

  • 2.

    China Waterborne Transport Research Institute, Beijing 100088, China

Funds:

National Natural Science Foundation of China 72271132

National Natural Science Foundation of China 72072097

More Information
  • Author Bio:

    YANG Zhong-zhen(1964-), male, professor, PhD, yangzhongzhen@nbu.edu.cn

    LIAN Feng(1965-), female, professor, PhD, lianfeng@nbu.edu.cn

  • Received Date: 2022-12-20
    Available Online: 2023-05-09
  • Publish Date: 2023-04-25
    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.

     

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