以包船銷售型態為基礎之郵輪動態營收管理模式

Abstract

目前亞洲郵輪市場在全球郵輪產業中成長幅度最快，現今亞洲郵輪產業的銷售模式採取的是旅行社包船的模式，原因在於國際郵輪公司不熟悉亞洲市場，當地的旅行社較能夠掌握消費者的特性與喜好，可以提供國際郵輪公司有經驗的市場銷售服務。因此本研究欲結合郵輪公司與旅行社的角度來建構適合亞洲地區郵輪營收管理之模式並分析包船模式對於郵輪營收管理之影響，提供適當的策略供旅行社參考。研究結果顯示出包船銷售模式在郵輪營收管理中具有相當大的優勢，旅行社能夠以貼近市場的行銷手法創造更大的收益;另外透過策略聯盟的策略，在銷售期間進行艙房的調配，更能夠最大化聯盟收益，其中在銷售中期以等比例調配所得收益較以銷售狀況調配來得佳，且透過等比例調配的方式還能夠降低剩餘艙房數量，但在末期的收益比較則是呈現相反的情形，該相關的模擬測試可以提供給郵輪公司以及旅行社作未來策略上的思考。

In recent years, the Asian cruise market is the fastest growing market in the global cruise industry, and the current sales model of Asian cruise industry is the full ship chartered by the travel agencies. The reason is the international cruise company is not familiar with the Asian market, the Asian travel agencies are more able to master Asian Customers characteristics and preferences, they can provide excellent marketing services for international cruise company. Therefore, this study attempts to construct a model for cruise line revenue management in Asia and analyze the impact of the full ship charter model on cruise line revenue management and provide appropriate strategies for travel agencies. The results show that the full ship charter model has a considerable advantage in cruise line revenue management; furthermore, by the strategic alliance, allocating the remaining cabins during the planning horizon can maximize the expected benefits and reduce the number of remaining cabins.