携程商旅国际化战略研究

发布时间：2018-01-12 18:40

本文关键词：携程商旅国际化战略研究　出处：《南京大学》2016年硕士论文　论文类型：学位论文

【摘要】：携程商旅目前为携程旅行网(携程计算机技术上海有限公司)的一个事业部。从事中国境内差旅管理服务业务,即为企业的日常差旅行为管控以及差旅成本的节省,提供解决方案。自2006年业务部门成立以来,随着中国互联网产业的飞速发展,宏观经济环境的不断改善。携程的商旅业务也迎来了高速增长。从原先的一个仅有几十人规模的业务部门,发展成在全国拥有千人团队的独立事业部。在业绩上,2014年实现销售额80亿元人民币,市场占有率达7.4%。在近10年的发展历程中,携程商旅服务于约2500家中外企业客户,并与行业相关的多家知名企业保持良好的合作关系,而事业部本身也正筹划独立上市并将进入亚太市场作为海外扩张的第一步,国际化将是未来携程商旅业务发展的一个重要方向。经行业分析及预测,中国将于2017年超越美国成为全球第一大差旅市场。自2012年起,市场规模将以每年20%的增幅飞速扩张,而以截止至2014年关于市场规模的统计数据来看,市场增速确与这一预测值相符。于是乎,越来越多的OTA (Online Travel Agent),互联网企业,传统的票务代理,甚至于航空公司,开始关注并重视这个极具潜力的市场。纷纷组建了商旅业务部门,或是全面转型,或是开辟新的业务领域,参与到这个市场的竞争。于此同时,跨国的外资TMC (Travel Management Companies)也以不同的存在形式进入中国市场。市场份额的争夺空前激烈。本论文依据战略管理的相关理论和工具,以行业、市场的现状及发展为背景,展开了对携程商旅业务内外部环境的分析。并进一步研究携程商旅业务进入国际市场的可行战略。最终提出,在激烈竞争环境下,携程商旅寻找新的利润增长点,持续提升竞争力,进一步扩大市场份额的战略选择和实施方法。论文分为六个章节。第一章是绪论,介绍问题提出的背景,研究目的、意义及思路。第二章是对于携程以及携程商旅事业部的介绍、背景资料。第三章是携程商旅的外部环境分析,针对整体市场环境,市场竞争格局以及竞争对手进行了深入研究。第四章是携程商旅的内部环境分析,对于携程商旅内部所拥有的资源,核心竞争力进行了剖析。第五章,针对携程商旅国际化战略的选择以及推进方式进行了研究。最终,根据以上章节的分析,提出,不论在国内国际市场,携程商旅必须以提供跟多的衍生产品及服务,提高技术开发水平,打通差旅管理服务闭环,作为长期的发展方向,并以此寻求新的利润增长点。而作为今后业务扩张的重要环节,携程商旅在国际化的战略选择中,合资或并购才是更好的推进方式。
[Abstract]:Ctrip is currently a business unit of Ctrip Travel Network (Ctrip computer Technology Shanghai Co., Ltd). It is engaged in travel management services in China. That is, to provide solutions for daily travel control and cost savings. Since the establishment of the business department in 2006, with the rapid development of the Internet industry in China. Macroeconomic environment continues to improve. Ctrip's business travel business also ushered in a rapid growth. From the original business sector with only a few dozen people. Developed into a national team of thousands of independent division. In 2014, the sales volume of 8 billion yuan, the market share reached 7.4. in the past 10 years of development. Ctrip serves about 2500 Chinese and foreign business customers and maintains good cooperative relations with many well-known enterprises related to the industry. The division itself is also planning to go public independently and will enter the Asia-Pacific market as the first step of overseas expansion. Internationalization will be an important direction of future business development of Ctrip. China is set to overtake the United States as the world's largest travel market in 2017, expanding at a rapid rate of 20% a year starting 2012. And with the statistics on market size up to 2014, market growth is in line with this forecast. More and more OTA online Travel agents, Internet companies, traditional ticketing agents, and even airlines. Began to pay attention to and attach importance to this very potential market. Have set up a business travel business division, or comprehensive transformation, or open up new business areas, to participate in the market competition. At the same time. Foreign TMC Travel Management companies. Also enter the Chinese market with different forms of existence. The competition for market share is unprecedented fierce. This paper is based on the relevant theories and tools of strategic management. With the background of industry, market status and development, this paper analyzes the internal and external environment of Ctrip business, and further studies the feasible strategy for Ctrip business to enter the international market. In the fierce competition environment, Ctrip search for new profit growth point, continue to enhance competitiveness, further expand the market share of the strategic choice and implementation methods. The paper is divided into six chapters. The first chapter is the introduction. The second chapter is about the introduction of Ctrip and the business division of Ctrip. The third chapter is the analysis of the external environment of Ctrip. According to the overall market environment, market competition pattern and competitors in-depth study. Chapter 4th is the internal environment analysis of Ctrip, the internal resources for Ctrip. The core competitiveness of the analysis. 5th chapter, aiming at the choice of international strategy of Ctrip business travel and the way to promote it. Finally, according to the analysis of the above chapters, put forward, no matter in the domestic and international markets. Ctrip must provide as many derivative products and services, improve the level of technology development, travel management services closed loop, as a long-term development direction. As an important link of business expansion in the future, Ctrip is a better way to push forward in the strategic choice of internationalization.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F592.6

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