本文關(guān)鍵詞： 演化博弈 旅游企業(yè) 供應(yīng)鏈協(xié)調(diào) 利益均衡 發(fā)展策略　出處：《江蘇大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：旅游業(yè)在我國(guó)國(guó)民經(jīng)濟(jì)發(fā)展中扮演越來(lái)越重要的角色,而旅游企業(yè)作為最重要的旅游市場(chǎng)主體卻存在著宰客、惡性價(jià)格競(jìng)爭(zhēng)、供應(yīng)鏈合作不穩(wěn)定等各種問(wèn)題,嚴(yán)重影響旅游業(yè)的穩(wěn)定可持續(xù)繁榮。這些問(wèn)題從表面上看與宏觀市場(chǎng)監(jiān)管環(huán)境和旅游企業(yè)自身管理等相關(guān),從本質(zhì)上看則是旅游企業(yè)、游客、政府等多方利益主體復(fù)雜博弈且利益格局嚴(yán)重失衡的結(jié)果,如何實(shí)現(xiàn)多主體間的利益均衡是推動(dòng)旅游企業(yè)持續(xù)健康發(fā)展的關(guān)鍵。針對(duì)旅游企業(yè)存在的宰客等違規(guī)經(jīng)營(yíng)問(wèn)題,構(gòu)建了“旅游企業(yè)-政府-游客”三者之間的演化博弈模型,分析了旅游企業(yè)監(jiān)管中影響各博弈主體策略選擇與演化的因素,經(jīng)模型求解分析得出各方行為的演化規(guī)律,繼而對(duì)我國(guó)旅游市場(chǎng)的監(jiān)管現(xiàn)狀進(jìn)行了分析,面對(duì)越來(lái)越嚴(yán)格的監(jiān)管環(huán)境,旅游企業(yè)實(shí)現(xiàn)長(zhǎng)遠(yuǎn)發(fā)展的理性選擇是依法規(guī)范誠(chéng)信經(jīng)營(yíng)�；趪�(yán)格旅游市場(chǎng)監(jiān)管環(huán)境從供應(yīng)鏈協(xié)調(diào)合作角度探究旅游企業(yè)發(fā)展策略,構(gòu)建了“旅游供應(yīng)商-旅游運(yùn)營(yíng)商-游客”三者之間的演化博弈模型,分析了旅游供應(yīng)鏈協(xié)調(diào)中影響各博弈主體策略選擇與演化的因素,通過(guò)模型求解分析確立了各方行為趨于穩(wěn)定狀態(tài)的條件,得出不同博弈主體在旅游供應(yīng)鏈協(xié)調(diào)合作中的利益均衡實(shí)現(xiàn)機(jī)理。選取康輝集團(tuán)進(jìn)行案例研究,在了解其概況的基礎(chǔ)上,分析了其得以持續(xù)發(fā)展的原因和重要舉措,得出康輝集團(tuán)依法合規(guī)誠(chéng)信經(jīng)營(yíng),積極應(yīng)對(duì)旅游市場(chǎng)監(jiān)管環(huán)境并重視供應(yīng)鏈協(xié)調(diào)合作,致力打造全渠道綜合運(yùn)營(yíng)商。同時(shí)從康輝與旅游景點(diǎn)的合作、與交通出行企業(yè)的合作、與賓館酒店的合作、與餐飲企業(yè)的合作以及與OTA企業(yè)的合作等方面具體分析了其供應(yīng)鏈協(xié)調(diào)合作行為。最后在上述模型及案例分析的基礎(chǔ)上,結(jié)合實(shí)際從旅游企業(yè)應(yīng)對(duì)旅游監(jiān)管和旅游供應(yīng)鏈企業(yè)協(xié)調(diào)合作方面給出策略建議。在應(yīng)對(duì)旅游監(jiān)管方面,旅游企業(yè)應(yīng)嚴(yán)格遵守法律法規(guī)、構(gòu)建內(nèi)部誠(chéng)信體系。在供應(yīng)鏈企業(yè)協(xié)調(diào)合作方面,旅游企業(yè)應(yīng)建立信任機(jī)制、搭建信息共享平臺(tái)、建立合理收益分配機(jī)制并充分利用互聯(lián)網(wǎng)技術(shù)。
[Abstract]:Tourism plays a more and more important role in the development of our national economy, but tourism enterprises, as the most important tourism market, have many problems, such as killing customers, vicious price competition, unstable supply chain cooperation and so on. These problems are related to macro-market regulatory environment and tourism enterprises' own management on the surface, and are essentially tourism enterprises and tourists. The result of the complex game between the government and other stakeholders and the serious imbalance of the interest pattern. How to realize the balance of interests among multiple subjects is the key to promote the sustainable and healthy development of tourism enterprises. This paper constructs an evolutionary game model between "tourism enterprise, government and tourist", and analyzes the factors that influence the selection and evolution of the game players' strategies in the supervision of tourism enterprises. Through solving the model, the evolution law of the behavior of all parties is obtained, and then the present situation of the supervision of the tourism market in China is analyzed, and the regulatory environment is more and more strict. The rational choice to realize the long-term development of tourism enterprises is to regulate the management of good faith according to law and explore the development strategy of tourism enterprises from the angle of coordination and cooperation of supply chain based on the strict environment of tourism market supervision. This paper constructs the evolutionary game model of "tourism supplier, tourism operator and tourist", and analyzes the factors that influence the strategy selection and evolution of the main players in the coordination of tourism supply chain. Through the analysis of model solving, the conditions of the behavior of all parties tend to be stable, and the realization mechanism of interest equilibrium of different game players in tourism supply chain coordination and cooperation is obtained. The Kanghui Group is selected as a case study. On the basis of understanding its general situation, this paper analyzes the reasons and important measures for its sustainable development, and draws the conclusion that Kanghui Group operates in accordance with the law and in good faith, actively responds to the regulatory environment of the tourism market and attaches importance to the coordination and cooperation of the supply chain. At the same time, from Kanghui and tourist attractions, with the cooperation of transportation and travel enterprises, and hotel cooperation. The cooperation with catering enterprises and the cooperation with OTA enterprises are analyzed in detail. Finally, on the basis of the above model and case study. Combined with the actual situation from the tourism enterprises to deal with tourism supervision and tourism supply chain enterprises coordination and cooperation to give strategic advice. In response to tourism supervision tourism enterprises should strictly abide by the laws and regulations. In the aspect of coordination and cooperation of supply chain enterprises, tourism enterprises should establish trust mechanism, set up information sharing platform, set up reasonable profit distribution mechanism and make full use of Internet technology.
【學(xué)位授予單位】：江蘇大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F592.6

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