摘 要
随着数字技术的快速发展，数字平台已成为酒店分销渠道的重要组成部分，其对传统分销模式的影响日益显著。本研究旨在探讨数字平台如何影响酒店分销渠道的效率，并分析其在成本优化、市场覆盖和客户体验提升方面的具体作用。通过构建理论框架并结合实证研究方法，本文选取了多个具有代表性的酒店样本，利用面板数据分析技术评估了数字平台引入前后分销效率的变化情况。研究结果表明，数字平台的应用显著提升了酒店分销渠道的整体效率，主要体现在降低分销成本、扩大市场覆盖面以及增强客户交互能力等方面。此外，本研究还发现不同规模和类型的酒店在采用数字平台时表现出差异化的效率改进效果，这为行业实践提供了重要参考。本研究的创新点在于首次系统性地量化了数字平台对酒店分销效率的具体影响，并从多维度揭示了其内在机制。这一成果不仅丰富了相关领域的理论研究，也为酒店业在数字化转型中的策略制定提供了科学依据，进一步推动了酒店分销渠道管理的现代化进程。
关键词：数字平台；酒店分销渠道；效率提升；成本优化；客户体验
Abstract
With the rapid development of digital technology, digital platforms have become a critical component of hotel distribution channels, exerting increasingly significant influence on traditional distribution models. This study aims to investigate how digital platforms affect the efficiency of hotel distribution channels and analyze their specific roles in cost optimization, market coverage expansion, and customer experience enhancement. By constructing a theoretical fr amework and employing empirical research methods, this paper selects multiple representative hotel samples and utilizes panel data analysis techniques to evaluate changes in distribution efficiency before and after the introduction of digital platforms. The findings indicate that the application of digital platforms substantially improves the overall efficiency of hotel distribution channels, primarily through reducing distribution costs, broadening market reach, and enhancing customer interaction capabilities. Additionally, this study reveals differentiated efficiency improvement effects among hotels of varying scales and types when adopting digital platforms, providing valuable insights for industry practice. The innovation of this research lies in its systematic quantification of the specific impacts of digital platforms on hotel distribution efficiency and its multi-dimensional revelation of the underlying mechanisms. These contributions not only enrich the theoretical research in related fields but also offer scientific evidence for strategy formulation in the digital transformation of the hotel industry, further advancing the modernization of hotel distribution channel management.
Keywords: Digital Platform; Hotel Distribution Channel; Efficiency Improvement; Cost Optimization; Customer Experience
目 录
一、绪论 1
（一）数字平台与酒店分销渠道的背景分析 1
（二）研究数字平台对酒店分销效率的意义 1
（三）国内外研究现状综述 1
（四）本文研究方法与技术路线 2
二、数字平台对酒店分销渠道效率的影响机制 2
（一）数字平台在酒店分销中的作用解析 2
（二）酒店分销渠道效率的核心要素分析 3
（三）数字平台提升分销效率的理论框架 3
（四）数据驱动的分销效率优化路径 4
（五）影响机制的关键变量探讨 4
三、数字平台对酒店分销渠道效率的实际影响分析 5
（一）数字平台应用现状及案例研究 5
（二）不同类型数字平台的效率表现对比 5
（三）分销成本与收益的量化评估 6
（四）用户体验对分销效率的影响分析 6
（五）实际影响中的挑战与问题 7
四、提升数字平台下酒店分销渠道效率的策略研究 7
（一）数据整合与信息共享的优化策略 7
（二）数字化营销对分销效率的促进作用 8
（三）平台选择与多渠道协同管理策略 8
（四）技术创新对分销效率的支撑作用 9
（五）政策支持与行业规范的作用分析 9
结论 10
参考文献 11
致 谢 12
