Hotel Select Network Of Distribution Channels In The E-commerce Environment, Key Factors Research

According to the type of network distribution channel, the dissertation simply divides it into two sorts: distribution through hotel's websites and distribution through electronic intermediaries. In recent years, the rapid development of Internet and EC brings great impacts on the traditional distribution, and distributing hotel's products through internet becomes more and more common, but with the consideration of their own benefit, some hotel groups try distributing through their own websites and achieve much from it. But in China, with the consideration of benefit, few hotels distribute the products through their own websites. Therefore, when hotel utilizes the internet to distribute their products, the principal problem is how to choose from the two sorts. So researching on the key factors that influence the choice of network distribution in hotels is both significant and necessary.Firstly, this dissertation systematically summarized the relevant theoretical and empirical researches in literature. Then, the author brings forward eight factors that affect the choice of the network distribution, along with the initial interview, 26 subsections are drawed out by the author, then come into being the questionnaire.Secondly, through the questionnaire survey on the managers, we draw a conclusion that there are six factors that affect the choice of distribution channels, the factors of hotel's websites are intangible basis, marketing, economic, provider, technical support, practical operation, but the factors of the network intermediaries are economic, management, competition, strategic, technical support and reference.Thirdly, this dissertation adopts analysis of variances to study the relevance between the key factors and the characteristics of the interviewee and the characteristics of the hotel. The result can modify the model and give some explanations for the limitation of this research.Fourthly, using the analysis of logistic, we justify and modify the previous research conclusions and study the relationship between the performance evaluating of the six key factors and the manager's decision identification.Finally, the dissertation makes a conclusion of the previous studies and brings forward some suggestions for managers and providers. Then the dissertation winds up with the research limitations and prospects.