旅遊觀光業行動商務平台策略聯盟模式之探討－合作賽局觀點

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题名:	旅遊觀光業行動商務平台策略聯盟模式之探討－合作賽局觀點 A study on the E-Commerce based strategic alliances model in tourism industry -The perspective of Cooperative Game Theory
作者:	李美玲
贡献者:	企業實務管理數位碩士在職專班
关键词:	旅遊業行動商務策略聯盟賽局理論合作賽局觀光業 tourism business operations strategic alliances game theory cooperative game tourism industry
日期:	2016-05
上传时间:	2016-08-18 09:44:42 (UTC+8)
摘要:	觀光旅遊產業已在全球經濟中佔有顯著價值(占全球GDP的10%)。而隨著電子商務行動化，創造急經濟行銷機會，觀光旅遊產業走向行動商務的發展趨勢明顯可期。傳統上旅遊業的策略聯盟雖已行之有年，但往往侷限於特定熟識商業夥伴間的合作而不容易擴大整合經營，且因營運成本及利潤分配模式不穩定而產生短暫或一次性地的聯盟。因此行動商務平台的導入將有機會擴大整合觀光旅遊產業策略聯盟，創造新型態觀光旅遊價值與商機。而聯盟間如何制定合理的風險與利潤分配模式，更是策略聯盟實務的成功關鍵議題之一。　　本研究以合作賽局理論(cooperative game theory)為基礎，建構行動商務平台商與供應商的三種合作賽局模型。同時結合客製化行程、特定車行租賃商、特定飯店A與B商品銷售實際案例資料與夏普利值(shapley value)分析，從聯盟成員邊際貢獻度的觀點提出特定情境條件時之合作廠商利潤分配機制與推論方法。作為平台商與供應商評估合作可行性與整合協商議價的參考。　　相較於傳統策略聯盟廠商合作時的個別議價方式，本研究所提出之觀點與分析模式，將有助於行動商務平台商拓展供應商網絡與經營績效。 Tourism industry has played a significant role in the global economy (accounting for 10 percent of global GDP). With the action of e-commerce, creates a rapid economic marketing opportunities. The trend of tourism industry development to mobile commerce can be expected. Although strategic alliance of traditional tourism industry has been for years, it is often limited in the cooperation between business partners. It is not easy to expand the business integration to form temporary or one-off caused by the instability of the operating costs and profit distribution mode. Therefore, the mobile commerce platform will have the opportunity to expand the integration of the tourism industry strategic alliance and create a new type of tourism value and business opportunities. How to establish a reasonable risk and profit distribution model is one of the key issues in strategic alliance practice. 　　Based on the cooperative game theory, this paper constructs three kinds of cooperation game model of mobile commerce platform and supplier. Combined with customized travel, specific car rental business, specific hotel A and B commodity sales practical cases and Shapley value analysis, provides inference method from the perspective of marginal contribution of alliance members by cooperative firms' profit distribution mechanism. It is a platform for business and supplier evaluation cooperation feasibility and integration of negotiation bargaining reference. 　　Compared to the traditional strategic alliance manufacturers' individual bargaining mode, the view and analysis model proposed by this research will be helpful to the mobile commerce platform to develop the supplier network and business performance.
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