旅游电子商务网站竞争力评价研究

Research on Evaluation of Competitiveness for Tourism E-commerce Website

利用旅游电子商务网站推动旅游行业发展势在必行,本研究因此对旅游电子商务网站的竞争力进行评价。选取不同旅游公司作为研究对象,选取平衡计分卡作为参考,建立旅游电子商务网站竞争力评价指标,采用主客观分析相结合的数据包络分析评价方法,建立旅游电子商务网站竞争力评价模型,利用所建立模型评价研究对象网站的竞争力。评价结果表明,安徽乐游网络科技有限公司、携程合肥公司、安徽美游旅游电子商务有限公司网站竞争力明显高于其他三个公司的旅游电子商务网站,笔者针对评价结果提出了将网络广告融入网站绩效、建立知识联盟等提升旅游电子商务网站竞争力的策略。

It is imperative to promote the development of tourism industry with tourism e-commerce websites.This paper is to evaluate the competitiveness of tourism e-commerce websites by selecting different tourism companies as subjects and the Balanced Scorecard as reference.It establishes the evaluation index of tourism e-commerce website competitiveness,and adopts the data envelopment analysis evaluation method combining subjective and objective analysis to construct the competitiveness evaluation model of tourism e-commerce websites,and evaluates the competitiveness of the target websites with this model.The results show that the website competitiveness of Anhui Leyou Network Technology Co.,Ltd.,Ctrip Hefei Co.,Ltd.and Anhui Meiyou tourism e-commerce Co.,Ltd.is significantly higher than those of the other three companies.Based on the evaluation results,this paper puts forward some strategies to improve the competitiveness of tourism e-commerce websites,such as integrating online advertising into website performance and establishing knowledge alliance.