旅游电子商务平台信息服务优化研究——以马蜂窝旅行网为例

The Optimization of Information Services of Tourism E-commerce Platform:Case Study of Horse Beehive Travel Website

[目的/意义]旨在为推动“内容+交易”平台型商业模式信息服务质量的优化提供参考。[方法/过程]以马蜂窝旅行网为研究对象,利用网络调查法对该平台与其竞品作整体分析,总结其信息资源特点、信息服务形式及信息服务特点,再对九大旅游电子商务平台信息服务进行对比分析。[结果/结论]马蜂窝旅行网在导航栏目设置、信息获取途径、变现能力及预定渠道方面拥有明显优势;但仍存在信息更新不及时、信息筛选条件不充分、评价管理不到位、商家管理不规范的问题,并提出优化建议。

[Purpose/significance]The paper is to provide references for improving the optimization of information services of platform with“content+transaction”business model.[Method/process]Taking Horse Beehive travel website as the research object,the paper makes an overall analysis of this platform and its competitors,summarizes the characteristics of its information resources,information service forms and information service features with network survey,and then compares and analyzes information services of nine major travel e-commerce platforms.[Result/conclusion]Horse Beehive travel website has obvious advantages in navigation column settings,information access,cashing ability and booking channels;however,there are still problems of slow information update,inadequate information screening conditions,inadequate evaluation management and irregular merchant management,and some suggestions for optimization of information services are proposed.