Research On OTA Performance Improvement Based On Internet Word-of-mouth

In recent years,the "Internet +" is accelerating and the integration of all areas of economic and social change consumption patterns in China and the social transformation.Tourism consumption is growing rapidly as one of the six major consumer areas to be cultivated by the state.However,the management of OTA enterprises are facing unprecedented challenges in the line consumption environment.Traditional production and marketing concept has become the shackles of the sustainable development of enterprises.The service concept is changing to the people-oriented and service centered.Improving performance is the only way to achieve long-term development of enterprises.The role of the network is becoming more and more prominent,and it is the key to effectively clarify the related factors to improve the performance.Therefore,in view of the business environment,this paper makes a comprehensive comparison between the emerging factors and the traditional factors,and probes into the driving factors and constraints of the performance.This paper reviews the literature at home and abroad,the main research attribute recognition network reputation service signal and network feedback based on domestic mainstream OTA industry data acquisition;data using software;and then use a variety of data processing methods to analyze industry data;further for the enterprise and consumer two-way communication situation,construction model of IWOM mechanism based on FEM the influence on the performance,the direction and strength of verification of network reputation,service signal and interactive factors;constructing service signal constraint model using SUR function expansion verification under the constraints of network star word-of-mouth on corporate performance;the other is established with MLRM network feedback management model verification of enterprise service improvement path;finally,the conclusion of the study this paper network comprehensive factors the reputation and influence,puts forward countermeasures and suggestions to improve business performance.The main conclusions of the study are as follows:1.Enterprise Performance Measurement and Evaluation System: Based on the service enterprise management model,the enterprise input and output evaluation to obtain the results of enterprise performance improvement.The results showed that:(1)the network reputation and enterprise service signals are the key factors affecting enterprise performance,and has a significant positive effect on firm performance;(2)the route price and route star have a significant negative role,which line star of eWOM has strong binding force and has a positive effect on firm performance;(3)network feedback effects with different companiesvary slightly,but the network feedback length has a significant impact on performance.2.Research on the influence factors of the Online word-of-mounth on enterprise performance: using OTA panel data,using the related research conclusions screened the influence of online word-of-mouth enterprise performance level factors,and constructs the FEM model,the online word-of-mouth valence,IWOM difference,route and route star price factors and path effect influence on the performance of enterprises to explore.The main conclusions are as follows:(1)through the calculation of FEM model shows that IWOM show significant positive correlation to performance shows that IWOM has strong persuasion on consumer decision-making,has become the source of online consumer use of high frequency;(2)IWOM differences than online word-of-mouth on the enterprise performance was stronger influence,therefore enterprise management measures should be different.In view of the network reputation "the same boat" influence on performance,enterprises need to strengthen its management,with quality of service driven network reputation,enterprise performance stability of the root.3.Research on the influence factors of service signal on enterprise performance:based on the FEM model and SUR model,we analyze the influencing factors of the online word of mouth and the path of performance improvement according to the specific situation of service signal.The main conclusions are as follows:(1)service signals also have a positive effect on performance,indicating that the traditional signal in the market is still the guarantee for consumers to maximize the utility.(2)the interaction between service signal and online word-of-mouth is obvious.It shows that the management of the remedy is particularly critical,and the niche market should not be underestimated.(3)the effect of star rating on online word-of-mouth is remarkable.The consistency of the table star level and the word of mouth is better for good performance.4.Research on the influence factors of Online word-of-mounth feedback on corporate performance: Based on the MLRM model,we introduced the online word of mouth feedback,the introduction of online word of mouth and service signals,and verified the effect and path of feedback management on business performance in two stages.The main conclusions are:(1)the first stage network feedback effect on corporate performance significantly,but the direction difference between that feedback management with the implementation of conditions,according to the actual situation of enterprises to carry out influence;(2)the second stage verification feedback length rate has a significant impact on the performance,show that the same in the management of reputation management,enterprise managers need to implement flexible management.In conclusion,this paper is based on the exploration and Research on enterpriseperformance and its influencing factors OTA,system analysis and feedback on the performance of network reputation mechanism,to break the bottleneck encountered in traditional industries under the Internet trend,has important practical significance to realize the long-term development of enterprises,but also provide a reference for emerging companies to achieve performance growth.