Title A Dynamic Marketing Resource Allocation Model for a Cruise Line Company
Year 2019
Degree Master
School Department of Transportation and Logistics Management College of Management National Chiao Tung University
Author Hung-Chih Chen
Summary Cruise tour itinerary has grown rapidly in the Asian region, and the growth rate of passengers has increased dramatically, making it one of the most popular choices for modern tourism. In recent years, the government has also actively developed the Fly-Cruise to encourage international cruise line company to build home port or transit port in Taiwan. At the same time, with the promotion of New Southbound Policy, to promote onshore sightseeing and create more job opportunities. In addition, in order to attract passengers to purchase cruise tour itineraries, the cruise line company and travel agencies have launched numerous marketing advertisements to simulate popularity. How to properly allocate the budget of marketing resource at each stage of sales to maximize the total revenue. It is an interesting and worthy topic.
This study builds a marketing resource allocation model. First, analyzing the cost budget of different marketing advertisements, passenger inquiries, advertising continuation benefits, expected cabin sales and other information. Then, according to the analysis results simulating the values, which are conducive to model building. And the goal is aim at maximizing the total revenue. This study is based on the cruise tour itinerary of the Keelung-Busan 6-day tour of Scruise launched by L travel agency. After solving the model, we make the sensitivity analysis of some parameters. It is found that the restriction of the cabin can be loosen to achieve the same effect with lower marketing budget; however, different marketing resources can target specific potential customers, which can make marketing budget have a better allocation
Hashtags
View count: 206