基于网络效应邮轮平台最优定价策略研究

Research on the Optimal Pricing Strategy of Cruise Platform Based on Network Effect

摘要: 邮轮产业自进入中国以来飞速发展，自2017年开始进入发展平缓时期，分销渠道成为制约其发展的瓶颈之一，为此，本文基于邮轮公司和游客规模的网络效应，构建邮轮船票在邮轮平台销售最优定价策略，分析邮轮平台对邮轮公司市场份额、提升邮轮效用的影响程度。结果表明，邮轮平台销售模式受邮轮公司及游客规模的网络效应、其他相关邮轮产品的分成比例等多因素影响。当邮轮市场发展成熟时，邮轮平台是一个很好的合作模式。

Abstract: Since the cruise industry entered China, it has developed rapidly. Since 2017, it has entered a peri-od of slow development, and the distribution channel has become one of the bottlenecks restricting its development. Therefore, based on the network effect of cruise companies and tourists scale, this paper constructs the optimal pricing strategy for cruise ticket sales on the cruise platform and ana-lyzes the impact of the cruise platform on the market share of cruise companies and the improve-ment of cruise effectiveness. The results show that the cruise platform sales model is affected by many factors, such as the network effect of cruise companies and tourists scale and the share pro-portion of other related cruise products. When the cruise market is mature, the cruise platform is a good cooperation model.