航空客票销售渠道的博弈研究

为研究航空公司和机票代理人之间的博弈过程,在分析航空公司和代理人在不同策略下各自的得益基础上,建立了静态博弈模型,并运用演化博弈理论对航空公司的机票直销策略选择与代理人策略选择的互动机制进行了分析.博弈分析结果显示,航空公司和代理商在以下情况时存在进化稳定策略:当代理销售成本高于直销成本时,航空公司会加大直销力度;而航空公司的直销策略比较强势时,当代理商抵制策略的概率会大大增加;航空公司缓和推进直销时,代理会也会采取缓和策略.

An Game Model of Airline Tickets Marketing Channel

In order to investigate the game between airlines and travel agency in ticket channels,this paper analyses their respective costs and benefits,and studies the game status by static games evolutionary game theory.Game analysis shows there fire three evolutionary stable strategic in three cases.When the cost of distribution higher than direct selling,airlines will increase the intensity of direct selling;when airlines take an aggressive approach towards reducing the role of intermediaries in the channel,the probability of agent resistance strategy can increase accordingly;Most likely,Both sides take moderate strategy.