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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。
In recent years, non-transparent sales have achieved great success in practice, and have also drawn wide attention from academics. However, the existing research mainly focuses on the Name Your Own Price (NYOP) model. Considering that more and more service providers carry out non-transparent sales, based on the Blind booking business, the pricing function of variable non-transparent products and the determination of the range of opacity are analyzed. The research results clearly define the basic requirements that the price function should follow and how the reference range of opacity should be calculated. And based on customer utility analysis of the choice of channels to verify the non-transparent sales model in the customer market segmentation role. Finally, an example is given to show how the research results in this article can be used to guide the design of non-transparent sales channel products.