| The government work report of the State Council in 2021 points out that in order to stimulate greater market vitality and cultivate more creative market players,the state supports the innovative development of platform enterprises.As the product of the development of Internet technology,Online Tourism Platform attracts a large number of users with intelligent and convenient experience.In the face of increasingly fierce market competition and the sudden impact of the epidemic,the existing Online Tourism Platform enterprises responded to the government’s call to implement a large number of service innovations to lead the platform development and try to drive the value increase of the whole value chain.Therefore,the value-added effects of value chain,evolutionary paths and influencing factors brought about by these service innovations deserve further study.This paper takes XC Company,the leading company in OTA industry,as the case object,introduces the motivation of its service innovation and various service innovation activities,and then takes "live streaming" as an example to build an evolutionary game model of the value chain with three main bodies.In the model,each subject has two different strategic choices,based on which the income matrix is set to analyze the stability of the game model and the evolution results of the game.Finally,the software Matlab2018 a is used to establish the simulation model of the three parties.By adjusting the changes of platform investment scale,number of entries,number of consumer purchases,entry fee,commission and other constants,the evolution path and rules of the three parties’ strategic choice in various scenarios are explored.The results of the model and simulation are compared with the current situation of XC company’s operation service innovation,and the value added effect of its value chain is analyzed.The results of this paper show that:(1)To realize the value-added of the value chain requires the joint efforts of all subjects;(2)There are many factors that affect the value-added effect of the value chain;(3)There are restrictions on service innovation.Therefore,online tourism platform enterprises should cultivate value chain relationship networks,control investment costs and realize incremental service innovation.Through the case analysis of XC company,it also brings reference significance to the service innovation and development of other peer enterprises in the same era.The analysis method of theoretical model makes the analysis of value-added effect of value chain more convincing. |
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