【摘要】：旅游運營商與在線旅行社通過合作發(fā)揮資源互補優(yōu)勢實現(xiàn)雙方的O2O模式,但互補性資源的投入會產(chǎn)生機會主義風險,協(xié)調(diào)成本會使資源遭受效率損失。本文綜合考慮資源投入的收益與效率損失構(gòu)建了合作收益模型,運用Stackelberg博弈分析了雙方互補性資源的最優(yōu)投入策略,并通過算例和案例對模型主要部分結(jié)論進行了驗證。結(jié)果表明:合作主導者收益達到其閥值時,雙方才能達成合作;資源之間存在不完全互補關系,資源與合作努力之間存在替代關系;雙方可調(diào)整資源與合作努力投入比例,控制資源效率損失;雙方互補性資源投入和合作努力投入比例與其在共創(chuàng)O2O模式中的成本收益比相一致。
[Abstract]:Tourism operators and online travel agencies realize the O _ 2O mode by cooperating with each other's complementary advantages. However, the investment of complementary resources will produce opportunistic risks, and coordination costs will make the resources suffer efficiency losses. In this paper, the cooperative income model is constructed by considering the benefit and efficiency loss of resource input, and the optimal input strategy of complementary resources is analyzed by using Stackelberg game, and the main conclusions of the model are verified by examples and cases. The results show that the cooperation can be reached only when the profit of the cooperation leader reaches its threshold, the resources are not completely complementary, the resources and the cooperative efforts are substituted, and the proportion of resources and cooperative efforts can be adjusted by both sides. The ratio of complementary resource input and cooperative effort investment is consistent with the cost-benefit ratio in creating O _ 2O model.
【作者單位】： 重慶大學經(jīng)濟與工商管理學院;
【基金】：國家高等學校博士學科點專項科研基金“基于供應鏈協(xié)同的聯(lián)盟模式與創(chuàng)新類型關系研究”(201101191110031) 重慶市研究生科研創(chuàng)新項目“旅行社合作共創(chuàng)O2O商業(yè)模式的資源投入決策研究”(CYB160004)
【分類號】：F592.6;F724.6

【相似文獻】

相關重要報紙文章 前1條

1 本報記者 屈麗麗;旅游業(yè)O2O 資源對接難題未解[N];中國經(jīng)營報;2014年

，

本文編號：2169646