基于产品差异化策略的旅游供应链合作协调研究
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摘要
中国旅游业经过30多年的发展已经取得显著成效,对经济的拉动、社会就业的带动、文化与环境的促进做出了重大的贡献。然而与国外旅游业发展相比,国内旅游业还处于初级水平,旅游企业与旅游市场的发展还很不规范,存在着许多亟待解决的问题;而且,中国旅游业的理论研究远远落后于实践。所以,论文选取了旅游业中典型的产品同质化和利益冲突问题进行研究,希望能为旅游管理者和实践者提供一些借鉴和参考。
旅游产品的同质化和旅游企业之间利益冲突一直是困扰旅游市场健康发展的瓶颈。旅游产品的同质化不仅使旅游企业的利润率呈整体下降的趋势,还使旅游企业相互展开低价的恶性竞争。这样使旅游企业之间的利益冲突在不断地加剧,由此引发的回扣、三角债、逆向选择和道德风险充斥着整个旅游市场。而且,旅游产品的同质化和旅游企业之间的利益冲突是相互影响的。
论文将旅游产品差异化贯穿到旅游供应链的合作协调中,在研究产品差异化的同时,考虑到各旅游企业合作协调;在协调各旅游企业合作冲突中,同时考虑如何激励各旅游企业进行产品差异化。采用差异化理论、博弈论、委托代理理论等工具,在构建旅游供应链模型的基础上,对旅游供应链各利益主体的信任机制、协调机制、激励机制等进行了深入研究。
通过梳理国内外的研究文献,论文的主要内容包括以下几个方面:
⑴旅游产品差异化分析。
根据旅游产品的基本概念和系统特征,分析了旅游产品同质化的表现形式和原因,提出了旅游产品实现差异化的途径。这一部分体现了论文研究思路,为后面的研究提供理论依据。
⑵旅游供应链模型的构建。
根据利益相关者理论,确定了旅游供应链的合作成员,结合旅游产品的特点,构建出以核心旅行社为主体的旅游供应链模型。在分析旅游供应链的运行环境的基础上,提炼出旅游供应链合作中需要协调的问题,主要有信任协调、利益协调、激励协调。在每一种合作协调中,都是围绕旅游产品差异化而展开的。
⑶基于旅游产品差异化的旅游供应链合作协调策略。
①信任协调策略。是旅游供应链合作协调的基础。首先,分析了旅游供应链信任合作的必要性;其次,用博弈模型分析了影响旅游供应链成员之间信任的因素。在此基础上,从信任关系的形成阶段、信任关系的发展阶段、信任关系的控制阶段,提出了基于产品差异化的旅游供应链信任合作策略。
②利益协调策略。是旅游供应链合作协调的核心和重要组成部分。在信息对称条件下,对同质化的模型进行分析的基础上,引入增值服务变量,研究了基于产品差异化旅游供应链的协调策略。在信息不对称条件下,用信号博弈分析了差异化供给不确定下旅游供应链的协调策略。
③激励协调策略。是旅游供应链合作协调实现的有效控制方式。首先,运用委托代理理论分析了旅游供应链中各节点企业存在的冲突、道德风险及逆向选择问题。在此基础上,研究了政府和核心企业如何设计激励机制鼓励旅游企业和导游人员进行产品差异化活动,以缓解旅游供应链中的矛盾冲突。
There have been remarkable effects in Chinese tourism for more than thirty years of development. It has played an important role in economy, society, culture and environment. However, in comparision with the foreign tourism development, domestic tourism has been still in the primary level, tourism enterprises and tourism market have been far from standardized, and many problems have needed to be resolved. Moreover, theoretical Study of China's tourism lags far behind the practice. Therefore, this thesis selected tyjpical problems, such as the tourism product homogeneity and the interests-conflicts among tourism enterprises to undertake a study. It is hoped to provide travel managers and practitioners some reference.
The tourism product homogeneity and the interests-conflicts among tourism enterprises have been always the bottle in tourism market. The tourism product homogeneity makes profitability of tourism enterprises not only decreace whole but also viciously complete in low price. At the result, some conflicts have been gradually aggravated; brokerage. They make chain debts, moral hazard and adverse selection be full of the whole tourism market. Moreover, the tourism product homogeneity and the interests-conflicts among tourism enterprises affect each other.
This thesis introduces tourism product differentiation into cooperation and coordination in Tourism Supply Chain. When the tourism product differentiation is researched, at the same time, the cooperation and coordination among tourism enterprises are considered; when coordinating the conflicts amongtourism enterprises, at the same time, incentive mechanism is design to make every tourism enterprise differentiate the tourism product. On the basis of structing Tourism Supply Chain, trust, coordinating and incentive are further researched adopting the tools of differentiation theory, game theory, principle-agent theory and so on.
The main content of each chapter is as follows combing through the research literature at home and abroad.
⑴Analysis of tourism product differentiation
The basice concept and unique characters of tourism product are firstly discussed. Then the manifestations and causes of the tourism product homogeneity are analysed. Based on the previous studies, the way of the tourism product differentiation is proposed. This part reflects the research idears in thesis and provides a theoretical basis for next research.
⑵Construction of the Tourism Supply Chain model
The cooperation members in Tourism Supply Chain are fistly investigated according to the stakeholder theory. Secondly Tourism Supply Chain based on the core travel agency is structed combining the characters of tourism product. Finnaly, some problems to be coordinated are refined in cooperation of Tourism Supply Chain through analyzing its operating ambient, such as trust coordination, interests coordination and incentive coordination. What is more, it is related to the tourism product differentiation in each type of coordination.
⑶the coordination of cooperation in Tourism Supply Chain based on product differentiation
①Trust coordination.Trust coordination is the base in cooperation of Tourism Supply Chain. Fist trust cooperation is emphasized in Tourism Supply Chain. Second the factors, such as penalty system, prestige and so on, are evalugated to how affect the tust among the members in Tourism Supply Chain by the game models. Finally, strategies of trust cooperation in Tourism Supply Chain are proposed based on the tourism product differentiation from trust formation, trust development and trust control.
②Interests coordination.Interests coordination is the core in cooperation of Tourism Supply Chain. In the condition of information symmetry, the homogeneity model is analyzed; coordination strategies about the tourism product differentiation are discussed based on the original model through introducing value-added services variables. In the condition of information asymmetry, when differentiation provide is uncertain coordination strategies are discussed with the signal game.
③Incentive coordination.Incentive coordination is the the effective control method in cooperation of Tourism Supply Chain. Conflicts, moral hazard and adverse selection in Tourism Supply Chain are fistly analyzed with principle-agent theory. Then touriam government and core enterprises design different incentive mechanisms to encourage tourism enterprises and tour guides to conduct product differentiation in order to relieve conflicts in Tourism Supply Chain.
旅游产品的同质化和旅游企业之间利益冲突一直是困扰旅游市场健康发展的瓶颈。旅游产品的同质化不仅使旅游企业的利润率呈整体下降的趋势,还使旅游企业相互展开低价的恶性竞争。这样使旅游企业之间的利益冲突在不断地加剧,由此引发的回扣、三角债、逆向选择和道德风险充斥着整个旅游市场。而且,旅游产品的同质化和旅游企业之间的利益冲突是相互影响的。
论文将旅游产品差异化贯穿到旅游供应链的合作协调中,在研究产品差异化的同时,考虑到各旅游企业合作协调;在协调各旅游企业合作冲突中,同时考虑如何激励各旅游企业进行产品差异化。采用差异化理论、博弈论、委托代理理论等工具,在构建旅游供应链模型的基础上,对旅游供应链各利益主体的信任机制、协调机制、激励机制等进行了深入研究。
通过梳理国内外的研究文献,论文的主要内容包括以下几个方面:
⑴旅游产品差异化分析。
根据旅游产品的基本概念和系统特征,分析了旅游产品同质化的表现形式和原因,提出了旅游产品实现差异化的途径。这一部分体现了论文研究思路,为后面的研究提供理论依据。
⑵旅游供应链模型的构建。
根据利益相关者理论,确定了旅游供应链的合作成员,结合旅游产品的特点,构建出以核心旅行社为主体的旅游供应链模型。在分析旅游供应链的运行环境的基础上,提炼出旅游供应链合作中需要协调的问题,主要有信任协调、利益协调、激励协调。在每一种合作协调中,都是围绕旅游产品差异化而展开的。
⑶基于旅游产品差异化的旅游供应链合作协调策略。
①信任协调策略。是旅游供应链合作协调的基础。首先,分析了旅游供应链信任合作的必要性;其次,用博弈模型分析了影响旅游供应链成员之间信任的因素。在此基础上,从信任关系的形成阶段、信任关系的发展阶段、信任关系的控制阶段,提出了基于产品差异化的旅游供应链信任合作策略。
②利益协调策略。是旅游供应链合作协调的核心和重要组成部分。在信息对称条件下,对同质化的模型进行分析的基础上,引入增值服务变量,研究了基于产品差异化旅游供应链的协调策略。在信息不对称条件下,用信号博弈分析了差异化供给不确定下旅游供应链的协调策略。
③激励协调策略。是旅游供应链合作协调实现的有效控制方式。首先,运用委托代理理论分析了旅游供应链中各节点企业存在的冲突、道德风险及逆向选择问题。在此基础上,研究了政府和核心企业如何设计激励机制鼓励旅游企业和导游人员进行产品差异化活动,以缓解旅游供应链中的矛盾冲突。
There have been remarkable effects in Chinese tourism for more than thirty years of development. It has played an important role in economy, society, culture and environment. However, in comparision with the foreign tourism development, domestic tourism has been still in the primary level, tourism enterprises and tourism market have been far from standardized, and many problems have needed to be resolved. Moreover, theoretical Study of China's tourism lags far behind the practice. Therefore, this thesis selected tyjpical problems, such as the tourism product homogeneity and the interests-conflicts among tourism enterprises to undertake a study. It is hoped to provide travel managers and practitioners some reference.
The tourism product homogeneity and the interests-conflicts among tourism enterprises have been always the bottle in tourism market. The tourism product homogeneity makes profitability of tourism enterprises not only decreace whole but also viciously complete in low price. At the result, some conflicts have been gradually aggravated; brokerage. They make chain debts, moral hazard and adverse selection be full of the whole tourism market. Moreover, the tourism product homogeneity and the interests-conflicts among tourism enterprises affect each other.
This thesis introduces tourism product differentiation into cooperation and coordination in Tourism Supply Chain. When the tourism product differentiation is researched, at the same time, the cooperation and coordination among tourism enterprises are considered; when coordinating the conflicts amongtourism enterprises, at the same time, incentive mechanism is design to make every tourism enterprise differentiate the tourism product. On the basis of structing Tourism Supply Chain, trust, coordinating and incentive are further researched adopting the tools of differentiation theory, game theory, principle-agent theory and so on.
The main content of each chapter is as follows combing through the research literature at home and abroad.
⑴Analysis of tourism product differentiation
The basice concept and unique characters of tourism product are firstly discussed. Then the manifestations and causes of the tourism product homogeneity are analysed. Based on the previous studies, the way of the tourism product differentiation is proposed. This part reflects the research idears in thesis and provides a theoretical basis for next research.
⑵Construction of the Tourism Supply Chain model
The cooperation members in Tourism Supply Chain are fistly investigated according to the stakeholder theory. Secondly Tourism Supply Chain based on the core travel agency is structed combining the characters of tourism product. Finnaly, some problems to be coordinated are refined in cooperation of Tourism Supply Chain through analyzing its operating ambient, such as trust coordination, interests coordination and incentive coordination. What is more, it is related to the tourism product differentiation in each type of coordination.
⑶the coordination of cooperation in Tourism Supply Chain based on product differentiation
①Trust coordination.Trust coordination is the base in cooperation of Tourism Supply Chain. Fist trust cooperation is emphasized in Tourism Supply Chain. Second the factors, such as penalty system, prestige and so on, are evalugated to how affect the tust among the members in Tourism Supply Chain by the game models. Finally, strategies of trust cooperation in Tourism Supply Chain are proposed based on the tourism product differentiation from trust formation, trust development and trust control.
②Interests coordination.Interests coordination is the core in cooperation of Tourism Supply Chain. In the condition of information symmetry, the homogeneity model is analyzed; coordination strategies about the tourism product differentiation are discussed based on the original model through introducing value-added services variables. In the condition of information asymmetry, when differentiation provide is uncertain coordination strategies are discussed with the signal game.
③Incentive coordination.Incentive coordination is the the effective control method in cooperation of Tourism Supply Chain. Conflicts, moral hazard and adverse selection in Tourism Supply Chain are fistly analyzed with principle-agent theory. Then touriam government and core enterprises design different incentive mechanisms to encourage tourism enterprises and tour guides to conduct product differentiation in order to relieve conflicts in Tourism Supply Chain.
引文
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