【作者】 鄢章华； 刘蕾； 白世贞；

【Author】 YAN Zhang-hua;LIU Lei;BAI Shi-zhen;Harbin Commerce University;Harbin Normal University;Harbin Engineering University;

【机构】 哈尔滨商业大学管理学院； 哈尔滨师范大学经济学院； 哈尔滨工程大学经济管理学院；

【摘要】 近年来,非透明销售在实践中取得了巨大的成功,也受到学术界的广泛关注,但现有研究主要集中在NYOP(Name Your Own Price)模式上。考虑到越来越多服务提供商开展非透明销售,基于Blind booking业务,分析可变非透明产品的价格函数形式及不透明度范围的确定问题。研究结果明确了价格函数应遵循的基本要求以及产品不透明度参考取值范围的计算方式。并基于顾客效用对渠道选择进行分析,验证了非透明销售模式在顾客市场细分方面的作用。最后,通过算例展示了本文研究成果如何用于指导非透明销售渠道产品的设计。更多还原

【Abstract】 In recent years,opaque selling has achieved great success in practice and attracted widely attention from academic.However,most existing researches are based on NYOP.Considering that more and more service providers are setting opaque selling channels,based on blind booking of Germanwings,we analyze the pricing and opacity determine issues.The results specifies the basic principles which price function should follow and the compute logic to determine the scope of opacity.By means of optimizing customer utility,the decisions of channel selecting for customers are illustrated.The analytical outcome verifies the effectiveness of opaque selling in market segmentation.At the end of the paper,a numeric example is used to explain how the results of this paper are used in practice.更多还原