郵輪營收管理動態規劃之研究

Abstract

郵輪業發展快速興起，郵輪既有艙房已不敷使用，經營者關心的是如何在有限容量下提高獲利空間，郵輪營收管理(CLRM)可解決此一問題。目前郵輪業發展重心逐漸往亞洲市場偏移，與北美地區相比，亞洲地區的營收管理研究相對受到忽視，加上旅客消費收益的重要性經常被提及，因此，本研究以亞洲市場為研究對象，建置一個結合旅客消費收益的郵輪動態規劃模式，藉此改善既有的郵輪動態規劃模式。研究結果顯示，考慮旅客消費收益之參數後，可以使其決策過程產生變化，因而使營收增加，在決策上可以更嚴謹的決定接受旅客預訂與否，使其總預期營收增加。此外，亦考慮決策時段、救生艇座位總數量和旅客需求機率之變動情況，發現經由控管決策後的三種變動情況皆比未控管決策模式來得好，其中，救生艇座位總數量增加時，其營收增加的幅度最為明顯，該相關測試可供郵輪公司以及代理郵輪旅遊的旅行社做為營運參考。

The rapid rise of cruise line industry, cruise line cabins has been existing inadequate using, the operator concerned is how to increase profit margins in a limited capacity, cruise line revenue management (CLRM) to resolve this problem. Currently the cruise industry development focus gradually shifted to the Asian market, compared with North America, revenue management research in Asia relative neglect, coupled with the importance of tourist spending benefits often mentioned, therefore, this study Asian markets study, build a combined income of cruise line passengers consumption dynamic programming model, thereby improving the existing cruise line dynamic programming model. The results showed that after considering the parameters of tourist spending revenue, you can make the decision-making process produces a change, thus the revenue increase, in decision-making can be more rigorous decision to accept passenger reservation or not, so that the total is expected to increase revenues. In addition, also consider changes in the decision-making period, the total number of lifeboat seats and passenger demand probability, the discovery through three changes of the Control Manager decision after the Control Manager are not decision mode than the well, which increased the total number of lifeboat seats, its camp income rate of increase is most evident, that the relevant test for cruise companies and travel agents operating as a reference.