Research On Optimization And Coordination Of "Hotel+OTA" Dual-channel Supply Chain

As the statistic data from National Tourism Administration show that the residential market turnover's growth rate in this industry is lower than 1.6% for three consecutive years,and its overall growth trend is leveling off.In the first quarter of2015,the average occupancy rate of domestic hotels was only 49%,and that still less than 61% in the third quarter of 2017.It means that 39% of hotel rooms are still in idle state at present.The low utilization rate of rooms forces hotel to develop more sales channels to increase customers,therefore,the cooperation between hotel and OTA seems to be a must choice.However,cooperating with OTA needs hotel to pay commission,which will increase hotel's customers but at the same time reduce its profits.Accordingly,the main research contents of this paper are as follows:First,Considering some basic practical phenomena for example the quantity of hotel rooms is fixed and hotel prefers traditional direct sales channel,this part introduces the exponential demand function to build the basic model.The results of decision comparison analysis show that when OTA pays more efforts,the sales volume in OTA channel will increase but its increase trend will slow gradually;the sales volume in direct sales channel will decrease due to OTA's increasing efforts;compared with decentralized decision-making case,in centralized decision-making situation OTA will pays more efforts and the overall benefits of supply chain will increase significantly.Second,The research on the "hotel+OTA" dual-channel supply chain under the cost-sharing mechanism.Since this research found that the traditional cost sharing mechanism does not meet the requirements of Pareto improvement,an improved cost-sharing mechanism with bonus was introduced.the phenomenon was found OTA would make more efforts under the stimulation of the improved cost sharing mechanism when the hotel payed the same commission amount,compared to have no incentive mechanism.When other conditions do not change,the commission difference caused by different bonuses will gradually decrease as the level of effort increases.The difference between the bonus and the ratio of hotel's assumption on OTA's effort costs will lead to commission differences.The former gradually shrinks as the level of effort increases and as the latter will increase.Under the improved cost-sharing mechanism,the supply chain can achieve the Pareto-improved coordination goal,but it cannot achieve the optimal revenue status under the centralized decision-making scenario.Third,The research on the "hotel + OTA" dual-channel supply chain under the revenue sharing mechanism.Since this research found that the traditional cost sharing mechanism does not meet the requirements of Pareto improvement,an improve revenue sharing mechanisms was introduced.the phenomenon was found it could achieve the optimal revenue status under the centralized decision-making scenario.By comparing and analyzing the improved cost-sharing mechanism and revenue-sharing mechanism,this research found that the operational risk of the hotel under the improved revenue-sharing mechanism is higher.