Equilibrium Pricing, Advertising, and Quality Strategies in a Platform Service Supply Chain

Yong He, Yanan Yu, Zhongyuan Wang, Henry Xu
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引用次数: 5

Abstract

Online-to-Offline service platforms are rising with the development of e-commerce and the increasing need for service. Taking the hospitality and tourism industries as typical examples, this paper considers a platform service supply chain, where a leading hotel is responsible for offline service, and a following platform is in charge of pricing, online service, and advertising investment. Three decision modes (i.e., decentralized, cost-sharing, and integrated) for the platform service supply chain are investigated. We derive the optimal service levels for the hotel and the platform, advertising investment, and retail price in each mode. Our analyses indicate that perceived service quality and brand image vary over time, and they gradually converge to a steady-state. The cost-sharing mode can be achieved if the hotel can obtain enough profit per unit. Once the cost-sharing mode is achieved, it can help improve perceived service quality and brand image, which further increases both the hotel and the platform’s profits. However, the integrated mode generates the best-perceived service quality, brand image, supply chain performance, and the lowest price.
平台服务供应链中的均衡定价、广告和质量策略
随着电子商务的发展和服务需求的增加,线上到线下服务平台正在兴起。本文以酒店和旅游行业为典型案例,考虑一个平台式服务供应链,其中领先的酒店负责线下服务,其次的平台负责定价、线上服务和广告投资。研究了平台服务供应链的分散、成本分担和集成三种决策模式。我们得出了每种模式下酒店和平台的最优服务水平、广告投入和零售价格。我们的分析表明,感知服务质量和品牌形象随着时间的推移而变化,并逐渐收敛到一个稳定的状态。如果酒店能够获得足够的单位利润,就可以实现成本分担模式。一旦实现了成本分担模式,可以帮助提升感知服务质量和品牌形象,从而进一步提高酒店和平台的利润。然而,整合模式产生了最好的感知服务质量、品牌形象、供应链绩效和最低的价格。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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