The Research On Strategic Alliance Of Tourism Enterprise Based On The Value Chain Under E-Commerce Environment

More and more tourism enterprises involved in e-commerce because of natural adaptability between tourism and e-commerce and the high travel consumption level, but the tourism products information released by most of the tourism enterprises through the tourism websites and tourism product booking service provided by the travel e-commerce platform were far from being able to meet the personalized needs of tourism consumers. This paper studied that under e-commerce environment, tourism enterprises in the tourism industry value chain provide consumers with convenient and inexpensive, high reliability and comprehensive service of tourism products by building hybrid strategic alliance.Firstly, using the Value Chain theory, this paper studied the disadvantages of the traditional tourism industry value, reconstructed tourism industry value chain under the e-commerce environment, and analyzed the value chain from physical layer, interface layer and client layer. Studying the reasons of customers shopping online in analyzing client layer through the questionnaire, we know, in order to meet customer requirements, the tourism enterprises must ally. Then, we divided tourism enterprise strategic alliance into three kinds of patterns and advanced the concept and structure model of tourism enterprise hybrid strategic alliance. This paper used the shapley value method of cooperative games in analyzing the distribution of interests, then used the three factors such as resource input factor, risk-taking factor, effort factor to comprehensively correct the shapley value. At last, based on the actual situation, the paper advanced the concept and constructive model of mixed strategic alliance of tourism enterprises in Shanxi Province.The paper detailed the feasibility of mixed strategic alliance of tourism enterprises in Shanxi Province, the responsibilities and interest division of the members on the value chain, the function of the strategic alliance, the control of alliance operation process, stability assessment and so on. Basing on that, the company not only provided decisions about the expansion of tourism and development of tourism e-commerce for Shanxi tourism administration department, but also provided references for the relevant tourism enterprises in Shanxi Province. In addition, it also provided model for the tourism enterprises in the Shanxi tourism industry value chain to find the direction of e-commerce development, and strengthened strategy cooperation with each other and achieve win-win.