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首页> 外文期刊>International Journal of Production Research >Use of opaque sales channels in addition to traditional channels by service providers
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Use of opaque sales channels in addition to traditional channels by service providers

机译：服务提供商在传统渠道之外还使用不透明的销售渠道

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摘要

Motivated by the recent opaque selling trend promoted by Priceline and Hotwire, this study examines a game in which two collaborative service providers may use an opaque selling channel to satisfy demand from both leisure and business customers. Further, the service providers must make a strategic decision as to which opaque selling channel is more profitable: posted price (PP) or name your own price (NYOP). By comparing the profits from the three cases (traditional single channel, traditional and PP dual channel, and traditional and NYOP dual channel), we find some interesting results driven by the strategic interaction between two service providers and by the heterogeneity of customers. Firstly, a dual channel offers advantages over the single traditional channel, as opaque selling allows service providers to utilise customers' heterogeneity, and thus facilitates price discrimination and customer segmentation. Secondly, choosing the traditional and NYOP mechanism enables service providers to optimise profits when the proportion and valuation of business customers, the opacity of the service, and the leisure customers' degree of pessimism are all relatively high. Lastly, the traditional and NYOP combination outperforms the traditional and PP mechanism as a result of the relatively large pessimistic state of leisure customers.
机译：受Priceline和Hotwire推动的不透明销售趋势的启发，本研究考察了一种游戏，其中两个合作服务提供商可以使用不透明的销售渠道来满足休闲和商务客户的需求。此外，服务提供商必须就哪个不透明的销售渠道更有利可图做出战略决策：发布价格（PP）或命名您自己的价格（NYOP）。通过比较三种情况（传统单渠道，传统和PP双渠道以及传统和NYOP双渠道）的利润，我们发现一些有趣的结果是由两个服务提供商之间的战略互动以及客户的异质性驱动的。首先，双渠道提供了优于单一传统渠道的优势，因为不透明的销售使服务提供商可以利用客户的异质性，从而促进价格歧视和客户细分。其次，当商业客户的比例和估值，服务的不透明性以及休闲客户的悲观程度都较高时，选择传统的NYOP机制可使服务提供商优化利润。最后，由于休闲客户相对比较悲观，因此传统和NYOP组合的表现优于传统和PP机制。

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