西华大学硕士学位论文
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旅游业作为我国第三产业的重要组成部分，已经成为国民经济战略性支柱产业。
本文结合国内外管理实践的进展与不足，针对旅游供应链管理面临的实际情景，运用
博弈理论和数值仿真等理论和方法，从销售模式、广告投入与补贴策略三个视角，考
虑一个线下旅行服务提供商和一个线上旅行平台组成的两阶段旅游供应链，系统深入
研究旅游供应链的零售模式、市场模式、混合模式三种销售模式下的旅游供应链订货
决策，以及三种广告投入与两种广告补贴策略及其应用。
首先，研究了三种销售模式下三种广告合作与两种补贴的最优策略。刻画了旅游
供应链企业的反需求函数，构建由旅行服务提供商主导的旅游供应链分散决策利润函
数模型，得到供应链企业五种广告投入与合作的最优策略与利润，结果表明：旅游供
应链企业的订货决策、广告投入决策、广告补贴决策存在且唯一。
其次，研究了三种销售模式下广告合作和广告补贴对旅游供应链企业最优决策和
利润的影响。通过旅游企业广告投入的方式与不做广告的最优决策和利润的比较，得
到了旅游企业广告投入的最优策略选择，通过旅游供应链广告补贴方式的不同，得到
旅游企业广告补贴的最优策略选择。结果表明：零售模式、市场模式和混合模式下，
广告投入一定使得旅游企业最优决策和利润增加。广告补贴不一定能使旅游企业的最
优决策和利润增加，其广告补贴率、佣金以及广告效果会影响旅游企业最优决策和利
润的变化。
最后，研究了三种销售模式下广告合作与补贴的广告效果、佣金、广告补贴率等
参数对旅游供应链企业利润的影响分析。通过相关参数与旅游企业利润的敏感性分
析，揭示旅游企业的利润与相关因素之间的相对关系，并提升旅游企业的风险承能
力。结果表明：广告效果与旅游企业的利润呈正向相关关系；佣金与线下旅行服务提
供商的利润呈负向相关关系，线上旅行平台的利润随着佣金的增加先增加后减少；线
下旅行服务提供商对线上旅行平台的广告成本补贴率与线下旅行服务提供商的利润呈
负向相关关系，在零售模式中线下该广告成本补贴率与线上旅行平台的利润呈负向相
关关系而在市场模式和混合模式中呈正向相关关系；线上旅行平台对线下旅行服务提
供商的广告成本补贴率与线下旅行服务提供商的利润呈正向相关关系，该广告成本补
贴率与线上旅行平台的利润在零售模式和市场模式中呈负向相关关系而在混合模式中
呈正向相关关系。
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不同销售模式下旅游供应链广告合作
Abstract
As an important part of China's tertiary industry, tourism has become a strategic pillar
industry of the national economy. Based on the progress and shortcomings of domestic and
foreign managementpractices, aimingat theactual situation oftourism supplychain
management, this thesis applies the theory and method of game theory and numerical simulation,
and considers the two-stage tourism supply chain consisting of an offline travel service provider
and an online travel platform from three perspectives of sales model, advertising investment
and subsidy strategy. It systematically and deeply studies the ordering decision of tourism
supply chain under the three sales models of retail model, market model and mixed model of
tourism supply chain, as well as three advertising investment and two advertising subsidy
strategies and their applications.
Firstly, the optimal strategies of three kinds of advertising cooperation and two kinds of
subsidies under three kinds of sales models are studied. This thesis describes the anti-demand
functionof tourismsupplychain enterprises,constructsaprofit functionmodelfor
decentralized decision-making in tourism supply chain dominated by travel service providers,
and obtains the optimal strategies and profits for five kinds of advertising investment and
cooperation in the supply chain enterprises. The results show that the ordering decision,
advertising investment decision and advertising subsidy decision of tourism supply chain
enterprises exist and are unique.
Secondly, it studies the influence of advertising cooperation and advertising subsidies on
the optimal decision-making and profit of tourism supply chain enterprises under the three sales
models. By comparing the way of advertising investment with the optimal decision and profit
of not advertising, the optimal strategy choice of advertising investment of tourism enterprises
is obtained, and the optimal strategy choice of advertising subsidy of tourism enterprises is
obtained through the different advertising subsidy ways of tourism supply chain. The results
show that under the retail model, the market model and the mixed model, advertising investment
will definitely make the tourism enterprises' optimal decision-making and profit increase.
Advertising subsidy does not necessarily increase the optimal decision-making and profit of
tourism enterprises. Its advertising subsidy rate, commission and advertising effect will affect
the optimal decision-making and profit changes of tourism enterprises.
Finally, this thesis studies the effects of advertising cooperation and subsidies under three
sales models on the profits of tourism supply chain enterprises. Through the sensitivity analysis
of relevant parameters and the profits of tourism enterprises, this thesis reveals the relative
relationship between the profits of tourism enterprises and relevant factors, and improves the
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