郵輪公司複合經銷管道之定價策略研究

Pricing Strategy on the Cruise Lines’ Hybrid Distribution Channels

吳昆晃(Kun-Huang Wu)

指導教授 ： 黃明居

國立交通大學/管理學院/運輸與物流管理學系/碩士(2015年)

https://doi.org/10.6842/NCTU.2015.00769

摘要

隨著近年來網路購物的流行，許多郵輪公司開始建立官方網站以增加曝光度與競爭力，本文章研究郵輪業複合經銷管道之產品定價問題，藉由使用manufacture-leader Stackelberg賽局模型與Bertrand賽局模型來尋找郵輪公司與旅行社之間均衡定價，本研究得以測試一些屬性來尋找這供應鏈中的關鍵因素，使郵輪公司、旅行社或是整個供應鏈獲得最大利潤。

關鍵字

定價策略 ； 複合經銷管道 ； Stackelberg賽局 ； Bertrand賽局

並列摘要

With the popularity of online-shopping in recent years, many cruise lines started to construct their own official website to enhance exposure and competitiveness. This paper focuses the product pricing problems on hybrid distribution channels in cruise lines. By using manufacture-leader Stackelberg game model and Bertrand game model to find out equilibrium results between cruise lines and travel agencies, we can test some characteristics to explore critical factors in this supply chain. The result shows that these critical factors can provide cruise lines or travel agencies or the whole supply chain to earn the most profits.

並列關鍵字

pricing strategy ； hybrid distribution ； Stackelberg game ； Bertrand game

參考文獻

Bertrand, J. (1883). Book review of theorie mathematique de la richesse sociale and of recherches sur les principles mathematiques de la theorie des richesses, Journal de Savants 67: 499–508.

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