我国在线旅游预订的渠道冲突及应对策略研究.pdfVIP

  摘 要    十余年来，我国在线旅游预订的渠道发展历程经历了三个阶段，以直销为主 的阶段，以分销为主的阶段和当前所处的直销、分销相互冲突的阶段。笔者首先 对我国在线旅游预订的渠道冲突现状进行了归纳；再运用渠道理论的相关知识总 结出该渠道冲突的形成动因：渠道成员之间利益的相互依赖性不断降低、渠道成 员之间利益的相互差异性不断扩大、渠道内部机制与结构的不完善、渠道外部环 境的变化与影响；接着运用博弈理论对此冲突进行了剖析，并以汉庭连锁酒店为 例进行实证研究与分析；最后笔者得出了有关我国在线旅游预订渠道冲突的应对 策略，即从上游供应商与中介性旅游预订网站的共同角度和个体角度出发，采取 一系列具体的措施来实现渠道的共赢管理及其各自的最大赢得。     关键词：在线旅游预订 渠道冲突 应对策略 博弈      Abstract During the recent ten years, there were three phases in the channel development history of China online travel reservation, stage dominated by direct selling channel, stage dominated by distribution channel and the current superheating stage of both above. Firstly, the author summarized the current situation of China online travel reservation; Secondly, the author using some channel related basic theory to sum up the forming cause of this channel conflict: channel members’ interdependence and difference, faultiness of channels’ internal mechanism, change and influence of channels’ external environment; Thirdly, based on game theory and the case of Hanting Hotel, the thesis analyzed this conflict in depth; Finally, we got the detailed countermeasures under this circumstance, that was we tried to take actions from holistic and individual angles of upstream supplier and intermediary travel reservation website to realize the win-win channel relationship and each other’s maximum gain. Keywords: online travel reservation, marketing channel conflict, countermeasure, game analysis