航空公司直销渠道竞合博弈与利益分配研究

摘要

The main airlines selling tickets on their websites by third-party payment, the aim is to decrease the distribution cost and increase the profit. The direct selling channel on websites becomes the chief distribution channel. This paper introduces airlines direct selling channel static one-time competition game model firstly, then analyzes the result of the game, and gets the Nash equilibrium strategy of airlines direct selling channel. Since this is long-term game between airlines, then we put forward dynamic repeated competition and cooperation game model based on static one-time game model, The results show that long-term cooperation strategy is optimal one. At last, we bring a profit distribution model of the airlines and analyze the possible problems of the long-term cooperation and give some suggestions on the solutions.%各大航空公司纷纷结盟支付宝等第三方支付平台,实现航空公司官网机票直销业务,以期降低分销成本,提高收益；可以预见直销将逐步成为航空公司机票销售的主要渠道.论文首先引入航空公司直销渠道竞争与合作静态一次博弈模型,分析了博弈的结果,从而得到航空公司直销渠道合作与竞争的纳什均衡策略.航空公司之间的博弈是一种长期博弈,因此在静态一次性博弈基础上,建立航空公司直销渠道竞争与合作的动态重复博弈模型,博弈结果是要求航空公司应该采取长期合作策略.最后,分析航空公司之间利益分配问题以及长期合作可能存在的问题和解决建议.