Research On Optimization Of Business Model Of M Company’s Hotel Reservation Platform Under The Perspective Of Sharing Economy

With the development of big data,cloud computing,the Internet of Things and other information technologies,the sharing economy,as a new economic model,has developed rapidly and become a new driving force for economic growth.The "Fourteenth Five-Year Plan for the Development of Digital Economy" issued by the State Council proposes that the in-depth development of the sharing economy is an important part of the cultivation project of new forms of digital economy.The "Fourteenth Five-Year Plan" for National Informatization proposes to promote the healthy development of the sharing economy and platform economy,encourage enterprises to open platform resources,and explore new modes of production data sharing.The industry of shared travel and shared accommodation has developed rapidly,with representative enterprises including Uber,Didi,Airbnb and Tujia.First of all,using the literature research method,on the basis of consulting the relevant papers and journals on the sharing economy and business model,we obtained the research results related to the sharing economy,business model,platform business model,and business model optimization,extracted the main points,and conducted inductive analysis and summary discussion.Secondly,the normative research method is adopted to sort out the relevant theories of sharing economy,business model,zero marginal cost and so on.Finally,using the case study method,combined with the current situation and problems of the business model of M Company’s hotel reservation platform,this paper analyzes the root causes of the problems,and proposes optimization ideas and strategies.The research found that the main problems of the business model of M Company’s hotel reservation platform are the lack of refined operation,the imperfect marketing system and the single profit model.Through the analysis of the business model of M Company’s hotel reservation platform,the root causes of the problems are found,namely,insufficient upstream and downstream linkage,limited cooperation model,and inaccurate information transmission.Under the guidance of the theory of sharing economy,this paper analyzes the compatibility between the hotel reservation platform of M Company and the business model of sharing economy in terms of elements,resources and capabilities,and puts forward the overall structure and value module,operation module,marketing module,and profit module of the business model optimization from the perspective of sharing economy,as well as the expected results.The optimization plan of the value module is to build a wine tourism ecosystem to meet the needs of different customers;The optimization scheme of operation module is to share open interface,share inventory price and share identification information;The optimization plan of the marketing module is to improve the marketing system and upgrade the super group purchase;The optimization plan of the profit module is to expand the source of income and reduce costs.At present,the domestic research on the sharing economy focuses on the sharing travel and the sharing homestay industry,while the research on the cooperation between the Internet platform and the traditional hotel industry from the perspective of the sharing economy is less.Take M Company’s hotel reservation platform as a case,innovate the research perspective,and take the sharing economy as the research perspective to explore the optimization ideas and plans of the platform business model,so as to provide some ideas and reference for the cooperation model between the Internet platform and traditional industries in the era of sharing economy;Innovative research points of view,put forward the optimization scheme of optimizing the platform operation module based on the concept of sharing economy,that is,sharing open interfaces,sharing inventory prices,and sharing identification information,to provide reference for the optimization of business models of the same type of platform.