How to build E-Commerce Competitive Advantage in Theme park: a perspective of Resource-based View

There meets a series of problems in tourism enterprise implementation of decision-making and staff appraisal in e-commerce development. The authors attempt to discuss enterprise's e-commerce capability construction with theme park as the subject. Guided by theory of RBV (Resource-based view) and TOE Model (Technology-Organization-Environment, TOE), authors first choose Chinese famous theme park-the Happy Valley as the object to define the resource element on influencing successful enterprise E-commerce from three dimensions of technology, soft power and complementary resource. Authors will then select existing resource and capability components as the breakthrough point, and start from improvement of serve quality level of tourism enterprise and establishment of core competition advantage to set up tourism-enterprise-oriented enterprise e-commerce capability level model and go on designing relevant evaluation index system. They will finally calculate the order of various factors' weight of e-commerce capability level model with AHP. It is concluded that after introducing E-commerce strategy, Happy Valley improves the capability of resource transformation to bring more competitiveness. And it offers exemplary case and experience for making and execution of e-commerce development strategy and business flow reconstruction based on enterprise resource advantage.