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当前我国OTA行业亏损现象频发,需要对赢利模式进行创新。逆向定价模式是美国最大的OTA企业Priceline开发出来的以消费者的价格预期为导向的交易模式,可以解决库存旅游产品的降价销售问题。国内有OTA企业引进了逆向定价模式,但效果不佳。本文从供应商、消费者、行业三个角度分析了影响逆向定价模式在我国旅游OTA市场发展的因素。
At present, the loss of OTA industry in our country is frequent, and the profit model needs to be innovated. Reverse pricing model is developed by the United States the largest OTA company Priceline to consumer price expectations-oriented trading model, you can solve the sale of inventory tourism products sales issues. OTA domestic enterprises have introduced reverse pricing model, but the effect is not good. This article analyzes the factors that influence the development of reverse OTA in China’s tourism OTA market from the perspectives of suppliers, consumers and industries.