去哪儿网盈利模式研究

发布时间：2018-04-17 00:39

本文选题：去哪儿网 + 旅游搜索引擎　；参考：《华南理工大学》2015年硕士论文

【摘要】：随着全球经济的发展,旅游业已经成为了世界经济中发展势头最强劲、规模最大的产业之一。同时,随着互联网科技的广泛应用,旅游电子商务也以惊人的速度向前发展。在中国的旅游电子商务领域,携程网、艺龙网等企业作为网上旅游代理商的代表,是我国在线旅游业的先驱,为消费者提供了一条龙式服务。但在消费者日益追求产品多元化、个性化的今天,单一的网上旅游代理商已经无法满足其需求。正是在这一背景下,去哪儿网作为中国第一家旅游搜索引擎企业,于2005年正式成立,使中国消费者首次有机会在线比较国内各大旅游代理商的产品价格,拥有了更为全面的旅游选择。本文较为全面的分析了去哪儿网的宏观经营环境,并对去哪儿网自身能力进行了较为详尽的研究,在两者基础上从盈利模式主要关注的四个维度出发,即客户选择、价值获取、战略控制以及业务范围,对去哪儿网的盈利模式进行了分析解构。认为去哪儿网依靠自身垂直搜索技术并整合相关旅游服务提供商资源,以点击成本为主要形式,结合其他相关收费形式,形成了其独特的盈利模式。而根据成功的盈利模式应当具有的三个特点来看,(1)去哪儿网提供了独特的价值,而且相对于竞争对手,能在产品与服务上更多的创造价值;(2)具有难以复制的特点,可以通过提升顾客忠诚度,改善管理系统等方式建立起企业独特的核心竞争力;(3)可以有效的进行实际操作,并能够随着市场环境的变化进行调整。因此去哪儿网的盈利模式在一定程度上是较为成功的。这种独特的盈利模式具有一定的优点:(1)便于进行数字化计量;(2)降低了库存风险;(3)提升了供应商的合作意愿;但同时这种盈利模式也存在着一些弊端。本文认为去哪儿网的盈利模式可以通过以下四个方面进行改善:(1)提升创造独特价值的能力;(2)加大复制的难度;(3)加强市场应变能力;(4)维持盈利模式可持续性,在进一步改进后,去哪儿网将在在线旅游行业中发挥更大的影响作用。
[Abstract]:With the development of global economy, tourism has become one of the strongest and largest industries in the world economy.At the same time, with the wide application of Internet technology, tourism e-commerce is developing at an amazing speed.In the field of tourism e-commerce in China, enterprises such as Ctrip, Yilong and other enterprises, as representatives of online travel agents, are pioneers in China's online tourism industry, providing one-stop service for consumers.But in the consumers increasingly pursue product diversification, personalized today, a single online travel agents have been unable to meet their needs.It is in this context that as the first tourism search engine in China, the company was formally established in 2005, giving Chinese consumers the first opportunity to compare the prices of products of major travel agents in the country for the first time.Has a more comprehensive travel options.This article has analyzed the macroscopic management environment of the net in detail, and has carried on the more detailed research to the ability of the net itself, on the basis of both, proceed from the four dimensions that the profit mode mainly pays attention to, namely the customer choice, the value acquires,Strategic control and business scope, to go where the profit model analysis deconstruction.It is considered that the net depends on its own vertical search technology and integrates the resources of related tourism service providers, taking click cost as the main form, and combining with other related fee forms, forms its unique profit model.According to the three characteristics that a successful profit model should have, the net offers unique value, and can create more value in products and services than competitors.) it is difficult to replicate.By improving customer loyalty, improving management system and other ways to establish a unique core competitiveness of enterprises can be effectively operated, and can be adjusted with the changes of market environment.So the profit model of go where net is more successful to a certain extent.This unique profit model has some advantages: 1) it is convenient to carry out digitized measurement, (2) it reduces the inventory risk and promotes the willingness of suppliers to cooperate, but at the same time, the profit model also has some disadvantages.This paper holds that the profit model of Gina net can be improved by the following four aspects: 1) enhance the ability to create unique value / 2) increase the difficulty of replicating / increase the ability to adapt to the market. (4) maintain the sustainability of the profit model. After further improvement,Go where net will play a bigger influence role in online travel industry.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274;F592.6

【相似文献】