From Tactic Strategy Division to Technic Strategy Synergia:Cooperation and Coordination of Corporate Social Responsibility Performing and Advertising in Tourism O2O Supply Chain
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.
corporate social responsibilitytourism digital intelligent transformationtourism O2O supply chaintechnic strategy synergiaChinese management discourse
万方数据
维普
