【作者】 郭健；

【导师】 何勇；

【作者基本信息】 东南大学 ， 管理科学与工程， 2022， 硕士

【摘要】 随着文旅产业的发展和大众旅游时代下游客情感消费和个性化消费需求的日益强烈,文旅产品供需不匹配的矛盾正在逐渐凸显。为了打破产品同质化的发展瓶颈,强化品牌效应,文旅企业将有动力与IP设计服务商合作打造文旅IP产品,以提升产品的情感附加值。考虑到文旅IP产品的特殊性和合作开发的动态性,相关企业如何选择恰当的合作模式来打造和宣传文旅IP产品,以及政府为推动当地文旅产业的高质量发展如何制定有效的补贴政策是目前亟需解决的难题。在此背景下,通过分析文旅IP产品的IP属性,本文刻画了连续时间内文旅IP产品的热度状态方程和动态需求函数,并在此基础上构建了文旅IP产品供应链,采用微分博弈从内部企业合作和外部政府干预两个角度研究了文旅IP产品的动态开发和运营策略。首先,研究了由单个文旅企业和单个IP设计服务商组成的二级文旅IP产品供应链的协同开发策略。在考虑文旅IP产品热度动态性的基础上,分别研究了供应链成员在分散式开发模式和集中式开发模式下的最优决策,分析了文旅IP产品热度的最优轨迹、供应链成员以及整体的最优利润,并基于对比分析设计了“双向成本分担激励机制”以实现供应链协调。研究结果表明:文旅IP产品的热度会受到多重因素的影响而变化,但随着时间的推移逐渐趋于稳定。当文旅企业和IP设计服务商采取双向成本分担合作模式时,恰当的收益分红比例可以激励双方在文旅IP产品开发上投入更多的资金和努力,打造更优质的文旅IP产品,实现利润最优。其次,基于社会效益最大化探讨了政府的最佳补贴策略。通过构建由单个文旅企业、单个IP设计服务商和政府组成的三方微分博弈模型,对比研究了政府采用项目补贴策略、消费补贴策略和混合补贴策略时,文旅企业和IP设计服务商的最优开发决策和利润、政府的最优补贴决策、文旅IP产品热度的最优轨迹以及整体社会效益情况。研究结果表明:政府采用混合补贴策略时能实现社会效益最大化,而项目补贴策略和消费补贴策略的实施效果会受到文旅企业和IP设计服务商合作密切程度的影响。当企业间的合作密切程度较低时,直接补贴消费者效果更好;反之,直接补贴文旅IP产品开发项目效果更好。因此,政府应结合当地相关企业的合作情况以及自身财政资产制定恰当的补贴政策。本文的研究成果不仅可以为文旅IP产品开发的定量化研究提供模型基础,为企业和政府在文旅IP产品开发和运营管理方面提供科学决策依据和理论指导。同时,也能拓展供应链管理思想和微分博弈理论的应用领域,为旅游供应链的运营管理研究提供新的方向和思路。更多还原

【Abstract】 With the rapid development of the cultural tourism industry and the increasingly strong demand for emotional consumption and personalized consumption of tourists,the mismatch and contradiction between the supply and demand of cultural tourism products are gradually becoming prominent.In order to break the development bottleneck of product homogenization and strengthen the brand effect,cultural tourism enterprises are motivated to cooperate with IP design service providers to build cultural tourism IP products,to enhance the emotional added value of products.Considering the particularity of cultural tourism IP products and the dynamics of cooperative development,the enterprises how to choose the appropriate cooperation mode to build and publicize cultural tourism IP products,and the government how to formulate effective subsidy policies to promote the high-quality development of local cultural tourism industry are the problems that need to be solved at present.In this context,by analyzing the IP attributes of cultural tourism IP products,this paper describes the attractive state equation and dynamic demand function of cultural tourism IP products in continuous time.Then,the supply chain of cultural tourism IP products is constructed and the dynamic development and operation strategy of cultural tourism IP products are studied by using differential game and other methods.Firstly,we study the cooperative development strategy of a secondary supply chain,which is composed with a single cultural tourism enterprise and an single IP design service provider.Considering the dynamics of the popularity of cultural tourism IP products,the optimal decision-making of supply chain members in decentralized mode and centralized mode is studied.Next,we analyze the changes in the attractiveness of cultural tourism IP products and the profits of supply chain members and the whole,and then propose a "two-way cost sharing incentive mechanism" to realize the coordination of supply chain.The results show that the attractiveness of cultural tourism IP products will change under the influence of multiple factors,but it will gradually stabilize with the passage of time.When the cultural tourism enterprise and the IP design service provider adopt a two-way cost sharing cooperation mode,an appropriate proportion of income dividends can encourage both parties to invest more funds and efforts to create better cultural tourism IP products and achieve the best profit.Secondly,based on the maximization of social welfare,we discuss the best subsidy strategy of the government.A tripartite differential game model is constructed,which is composed with a cultural tourism enterprise,an IP design service provider and the government.Then we study the optimal decision and profit of these two enterprises,the optimal subsidy decision of the government,the stable attraction of cultural tourism IP products and the overall social welfare when the government adopts project subsidy strategy,consumption subsidy strategy and mixed subsidy strategy.Next,we make a comparative analysis of these three different subsidy strategies.The results show that when the government adopts the mixed subsidy strategy,it can maximize the social welfare.The implementation effect of the project subsidy strategy and consumption subsidy strategy will be affected by the close cooperation between these two enterprises.When the degree of cooperation between enterprises is low,the effect of direct subsidy to consumers is better;On the contrary,it is better to directly subsidize cultural tourism development projects.Therefore,the government should formulate appropriate subsidy policies in combination with the cooperation of relevant local enterprises and the financial assets.The research of this paper can not only provide a theoretical basis for the quantitative research on the cultural tourism IP products,but also provide decision-making guidance for enterprises and governments in the development and operation management of cultural tourism IP products.At the same time,it can also expand the application fields of supply chain management thought and differential game theory,and provide new directions and ideas for the research on operation management of tourism supply chain.更多还原