在线旅游平台混合不透明营销策略选择研究

在线旅游平台(OTA-online travel agent)开始运用不透明营销模式来实现价格歧视策略,从而在保障其从高估值消费者获取收益的同时,能够吸引低估值消费者购买以获得额外收益.目前常用的不透明营销策略主要包括公布不透明价格策略(PP-posted price)与消费者出价策略(NYOP-name your own price)两大类.不同的营销策略影响消费者决策进而影响在线旅游平台的利润,因此研究不同营销策略对其利润的影响显得尤为重要,本文在考虑消费者估值折扣的基础上,对在线旅游平台分别采用PP或NYOP单一不透明策略和PP与NYOP同时使用的混合不透明策略的利润进行分析,发现单一不透明PP策略并非混合不透明策略的特殊情况,而且当消费者对于NYOP的估值折扣以及竞标成功率参数较小时,单一不透明PP策略要优于混合不透明策略,随着竞标成功率参数和对NYOP估值折扣的增大,混合策略的优势开始体现,销售平台采用混合营销模式更优.本文结论将对在线旅游平台的营销策略选择起到决策支持作用.

Choice of mixed opaque marketing strategy of OTA

More and more large online travel agents (OTA) are adopting opaque marketing strategies to achieve price discrimination. Using such a strategy can not only increase profits from high-valuation consumers but from low-valuation consumers. There are two kinds of opaque marketing strategies:posted price (PP) and name your own price (NYOP). Different opaque marketing strategies both influence consumers' decisions and the profit of OTA. Therefore, it is particularly important to study the effect of different opaque marketing strategies on the OTA's profit. This paper analyzes the profit of OTA with a single opaque marketing strategy (PP or NYOP) or a mixed opaque marketing strategy (PP and NYOP) with the consideration of consumers' valuation discounts, and concludes that the PP single opaque marketing strategy is not a special case of the mixed one. When consumers' NYOP valuation discount is smaller and their probability of winning the bid is lower, PP strategy is better than the mixed strategy. With increasing the probability of winning the bid or the NYOP valuation discount, the advantages of the mixed strategy appear, OTA tends to adopt the mixed strategy. The conclusions of this paper are useful to support OTA to select opaque marketing strategies.