國際郵輪公司自售艙房數量之研究

Abstract

國際郵輪公司過去在亞洲的銷售模式為旅行社包船，近年來國際郵輪公司想以自售艙房的銷售模式將一部分的艙房自行販售，並保留原有之旅行社包船模式。本研究主要探討國際郵輪公司需自售多少艙房才能使國際郵輪公司的營收最大。本研究建構國際郵輪公司營收最佳化的模型，並藉由模擬出之艙房需求量，計算出國際郵輪公司在各種不同的情況下(艙房種類、訂房人數和訂房日期等等)最適合之自售艙房數量，使得國際郵輪公司的營收最大化，並進行敏感度分析，討論多種情況下的變數對於國際郵輪公司總營收及自售艙房數量的影響情形，結果顯示自售艙房比率在各種情況下大約介於10~20%之間，符合原先國際郵輪公司所設定的自售艙房比率，故本研究所得之結果可提供國際郵輪公司做參考。

Cruise companies have a unique sales model in Asia. They’ll sell cruise cabins to several travel agents first. Then travel agents will sell those cabins to customers. Several travel agents will share the cabins fairly. But this sales model has some shortcomings. Furthermore, cruise companies would like to learn and understand the characteristics of customers from Asia. So cruise company would like to sell a part of cabins by itself. This search will build cruise company’s revenue optimizing model to decide how much cabins cruise company has to sell to maximize its revenue. And this research will discuss the amount of cabins which cruise company need to sell in different situations. Finally, the results can provide for cruise companies for reference.