Research On The Risk Influencing Factors Of E-commerce Agency Operation In Hotel Enterprise

With the speedy development of mobile network and the continuous improvement of e-commerce information technology,the online travel industry is growing day by day,and more and more consumers prefer to plan their travel itineraries online through OTA and OTP platforms.The proportion of online bookings in the hotel accommodation industry is increasing year by year.With the market segmentation and competition and increasing,only by the strength of the hotel enterprises,it is difficult to prominent online sales market encirclement.Because there is a certain threshold of technology and knowledge in the operation of e-commerce,a new third-party agent operation service mode emerges at the right moment.E-commerce agent operation has become a choice for hotel enterprises.Ecommerce agent operation refers to that an enterprise hands over its overall online business or part of its business,such as sales and marketing,to a professional third-party agent operation service provider.However,at present,the hotel e-commerce operating market is not mature,there are more risk factors,and because of the particularity of the hotel industry,in the process of the operation of the risk management is very important.Based on this background,it is of great significance to scientifically identify and determine the risks of hotel e-commerce generation operation and monitoring the risks of hotel e-commerce generation operation development.This study builds a model based on risk management theory and applies the model to the service outsourcing of hotel enterprises.Through literature review,summarized the hotel e-commerce agent operation risk factors: risk management concept,agent operation supervision,agent operation quality control and law and reputation,through the model to explore the relationship between risk factors,and empirical analysis.Through the research data show that the agent operation supervision and the agent operation quality have a high impact on the control of risk factors and risk variables.This study puts forward the control strategy for the risk management of ecommerce agent operation of hotel enterprises: 1)Establish the risk management concept of e-commerce of hotel enterprises;2)Attach importance to the supervision of hotel ecommerce agent operation;3)Control the e-commerce risk management process of hotel enterprises;4)Establish a control system based on legal means.Therefore,the hotel to comprehensive risk management to avoid the risk of the hotel e-commerce operation.