基于需求跨时流转的景区门票折扣优化模型

当景区存在明显的淡旺季门票销售差异时，一般会选择在淡季通过门票折扣进行促销.但是，如果淡季门票折扣促销对景区旺季需求产生影响时，就需要进行整体收益管理，而不是单独的淡季收益管理.该研究提出了一种新的研究视角进行整体收益管理：基于游客价格敏感程度差异化及其构成比例，结合潜在游客需求从旺季向淡季流转的特性，进行折扣优化模型构建，给出了迭代求解方法，并进行了实例演算.实例结果计算显示：1) 考虑流转时，淡季的折扣会更大，并且流转系数越高折扣就会越多；2) 敏感型顾客占比越高折扣会越多.从实证结果看，折扣优化决策模型符合景区淡旺季门票折扣决策的实践，可以为具有明显淡旺季的景区门票定价决策提供有益参考.

A pricing optimization model of scenic spot with intertemporal demand transformation

When there is a significant difference in off-peak season ticket sales at a scenic spot， the discount strategy will always be used to promote sales during the off-season. However， if the off-season discount has some impact on the peak season demand， overall revenue management is required rather than the independent off-season revenue management. Thus， in this paper a new pricing optimization model of scenic spot is proposed for overall revenue management with seasonality demand， considering the flowing of the potential demand from peak season to low season， based on the diversity of the consumer willingness to pay. And an iteration algorithm is also presented to solve the model. Numerical results are given to illustrate the model. The results of the example show some important conclusions 1) When considering the flow， the discount of the off-season will be bigger， and the higher the flowing coefficient， the more the discount will be. 2) The higher the proportion of sensitive customers， the more the discount will be. These results demonstrated that the discount optimization model proposed in this paper is consistent with the practice， which will provide useful reference for the decision-making of scenic spots with obvious off-peak season.