从术略区隔到术略协同：数智化旅游O2O供应链企业社会责任营销合作与协调

doi:10.12054/lydk.bisu.258

摘要/Abstract

摘要：

逐级驱动企业社会责任（CSR）战略行动与营销术法同频共振、构建责任型绿色供应链生态联盟阵线是发展旅游新质生产力和打造可持续竞争优势的关键。然而，旅游供应链CSR行业实践缺乏相应学术关注，也呈现“术”“略”区隔弊端。因此，有必要基于线下服务供应商采取战略性CSR行动、OTA发挥线上数智资源优势辅之契合性营销的现实情境，研究数智化转型下旅游企业合作共创O2O供应链的博弈优化策略和渠道协调机制。本文比较了集中决策、Stackelberg主从博弈和垂直Nash博弈的最优均衡策略及绩效差异，在分析CSR传导效应及线上佣金比例对供应链营销合作、CSR战略决策、渠道运作效率和市场价值效益影响的基础上，设计“合作广告-CSR成本分担”术略协同契约，同时运用仿真实验对契约协调性能和关键参数的灵敏性进行验证。研究表明：（1）CSR效应和佣金比例影响供应链运营决策、市场收益与合作广告的协调效果；（2）Stackelberg主从营销合作优于无广告合作的Nash博弈均衡，但单纯的主从营销合作无法达到集中决策的渠道效率水平，且在佣金比例谈判能力的动态演变下极易走向Nash非合作博弈；（3）满足一定约束条件的术略协同契约是符合当前市场现状的帕累托最优方案，同时规避了佣金比例提升带来的渠道冲突。基于旅游企业现代化运营场景，本研究同步提出“供应链CSR术略协同”等中国化管理思想以促进旅游学科知识溢出和中国管理话语建构，为CSR战略投资与营销合作机制的术略协同优化提供决策支持。

关键词: 企业社会责任; 旅游数智化转型; 旅游O2O供应链; 术略协同; 中国管理话语

Abstract:

The key to the development of new quality productivity and sustainable competitive advantage is to drive the strategic action of corporate social responsibility (CSR) step by step, consistently align with marketing techniques, and build an ecological alliance of responsible green supply chains. However, the CSR industry practice of tourism supply chain attracts less academic attention, and it also shows the phenomenon called“technique”and“strategy”division. Based on the realistic situation that service providers take offline strategic CSR actions and OTA exerts the advantages of online digital intelligence resources to proceed fit marketing, this study examines the game optimization strategy and channel coordination mechanism of tourism enterprises cooperating to create an online-to-offline supply chain under the transformation of digital intelligence. This study not only compares the optimal equilibrium strategies and performance differences among centralized decision-making, the Stackelberg leader-follower game, and the vertical Nash game but also designs a cooperative advertising-CSR cost-sharing strategy coordination contract based on the analysis of the cascading effect of CSR and the impact of the online commission ratio on supply chain marketing cooperation, CSR strategic decision-making, channel operation efficiency, and market value benefits. The study also verifies the coordination performance and sensitivity of the key parameters through simulation experiments. The results show that the CSR effect and commission ratio affect supply chain operational decision, market revenue, and the coordination effect of cooperative advertising. Stackelberg master-slave marketing cooperation is better than the Nash game equilibrium without advertising cooperation. The simple master-slave marketing cooperation, however, falls short of achieving the channel efficiency level of centralized decision-making and tends to deviate toward a Nash non-cooperative game during the dynamic evolution of commission ratio negotiation ability. The strategic cooperative contract that meets certain constraints is the Pareto optimal scheme in line with the current market situation and avoids the channel conflict caused by an increase in the commission ratio. This study extends research on tourism CSR theory of strategic segmentation to the strategic coordination management level of the supply chain and provides a decision analysis path for the strategic coordination optimization of CSR fulfillment (strategy), channel conflict coordination, and marketing cooperation mechanism. Based on the modern operational scenario of tourism enterprises, this paper propounds the Sinicized management theory thought of “From Tactic Strategy Separation to Technic Strategy Synergia” to promote the knowledge spillover of tourism disciplines and the construction of Chinese management discourse.

Keywords: corporate social responsibility; tourism digital intelligent transformation; tourism O2O supply chain; technic strategy synergia; Chinese management discourse

中图分类号:

廉吉全. 从术略区隔到术略协同：数智化旅游O2O供应链企业社会责任营销合作与协调[J]. 旅游导刊, 2024, 8(5): 47-75.

LIAN Jiquan. From Tactic Strategy Division to Technic Strategy Synergia: Cooperation and Coordination of Corporate Social Responsibility Performing and Advertising in Tourism O2O Supply Chain[J]. Tourism and Hospitality Prospects, 2024, 8(5): 47-75.

图/表 6

图1 考虑CSR的数智化旅游O2O供应链术略协同运营模型

Fig. 1 Diagram of digitalized tourism O2O supply chain strategy collaborative operation considering CSR

图2 CSR效应对渠道效率的影响

Fig. 2 Influence of CSR effect on channel efficiency

图3 不同模式下广告效应和CSR效应对旅游O2O供应链整体利润的影响

Fig. 3 The influence of advertising effect and CSR effect on the overall profit of tourism O2O supply chain under different decision-making

图4 广告效应和CSR传导效应对OTA、旅游服务供应商利润的影响

Fig. 4 The impact of advertising effect and CSR transmission effect on the profits of OTA and travel service providers

图5 CSR成本系数和CSR传导效应对旅游供应链整体利润的影响

Fig. 5 The impact of CSR cost coefficient and CSR transmission effect on the overall profit of tourism supply chain

图6 CSR成本系数和CSR传导效应对战略性履责水平的影响

Fig.6 The impact of CSR cost coefficient and CSR transmission effect on strategic CSR performance

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