郵輪公司動態行銷決策模型之研究

Abstract

郵輪公司與旅行社合作銷售郵輪艙房的營運模式中，郵輪公司全權負責行銷的事務，原因在於避免合作旅行社錯誤的行銷手段傷害郵輪公司的聲譽。如何有效分配行銷預算到各類行銷方案上，使郵輪公司的艙房銷售能更加順利為一關鍵重要課題。本研究以資源分配的動態規劃模型為基礎，建構一套動態行銷決策模型輔助行銷部門的決策者，面對每期結算郵輪艙房銷售狀況後，能快速決定當期的行銷預算該如何分配到不同的行銷方案，使郵輪公司的票箱收入最佳化。並以模擬的資料驗證此動態行銷決策模型之可行性，結果發現決策模型能提出以較少的行銷成本換取較佳的預期票箱收入。

Princess Cruise cooperates with local travel agents to sell cruise journey, and Princess Cruise is in charge of marketing business to avoid travel agents wrong decision on marketing which may hurt company’s reputation. How to allocate marketing budget to different marketing program which makes the sales of cruise journey more smoothly is an issue. Based on the dynamic programming model of resource allocation, this paper constructs a set of dynamic marketing decision model which makes the decision makers of the marketing department can quickly determine how the current marketing budget will be allocated to different marketing programs then optimize the box income. This paper verifies the feasibility of the dynamic marketing decision model with the simulated data and finds that the decision model can provide sets of marketing programs which cost less and brings more box income.