“酒店＋OTA”双渠道供应链超订策略研究

摘要

In order to solve overbooking and allocation problem with demand uncertainty when hotel collaborates with Online Travel Agency , we formulate a mathematical model based on the Agency Model .The optimal over-booking and allocation policies are derived .A numerical example is further given to study the effects of commis-sion rate and demand uncertainty on the optimal decisions .The results show that the hotel manager will apply du-al-channel and utilize overbooking policy when the commission rate and demand uncertainty are low .However , when the commission rate and demand uncertainty are high enough , the hotel manager will apply single-channel and do not utilize overbooking policy .We also find that the hotel manager will reduce the room allocation to OTA when the demand of offline channel becomes more uncertain or the commission rate increases .%为解决市场需求不确定环境下，酒店和在线旅行网站（ Online Travel Agency ，OTA）合作时的能力超订量与在线房间预留量的决策问题，建立了基于佣金合作模式的数学模型，给出了实现酒店整体期望收益最大化的在线房间预留量与能力超订量。借助数值分析，进一步研究了佣金率与需求不确定性对最优决策的影响。结果表明，当佣金率与门店需求不确定性较小时，酒店采取双渠道策略并且实施超订；当佣金率与门店需求不确定性很大时，酒店采取门店单渠道策略但不实施超订。另外，在线房间预留量随着佣金率、门店需求不确定性的增大而减小。