郵輪公司複合經銷管道之定價策略研究

Abstract

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。

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.