携程网盈利模式研究

发布时间：2018-08-07 14:27

【摘要】：我国是世界上最大且增长最快的旅游市场,随着计算机网络、智能手机以及通信技术的迅速发展,在线旅游更加方便快捷,相比传统旅游业价格和信息更加透明化,节省时间和资金成本,受到很多消费者和旅游产品供应商的青睐,交易量迅速增长,成为一个新的经济增长点。本文以携程网为例,探讨整个在线旅游市场盈利模式的现状及改进对策。作为最早成立的在线旅游企业之一,携程网以OTA式的盈利模式(即在线旅游代理商,通过在线旅游网站销售旅游产品,以向供应商收取佣金为主要盈利来源)抢占先机,初期掌握了在线旅游半数以上的市场份额。然而近几年在线旅游进入高速发展时期,众多在线旅游网站纷纷建立,行业的盈利空间缩减。携程“机票+酒店”的盈利模式成为瓶颈。本文以在线旅游盈利模式理论为基础,阐述了在线旅游盈利模式的概念、组成要素和分类。同时,介绍了携程网的基本情况、业务概况和财务状况,并在此基础上结合理论指导,深入剖析了携程网盈利模式的五大组成要素—盈利对象、盈利来源、盈利点、盈利杠杆和盈利保障。接着从利润来源、经营方式和价值链三个角度定位携程网的盈利模式,得出携程网盈利模式的发展趋势在于营业收入和资本投资并重、OTA向MTA转变以及在产业链中上下游和横向拓展。最后通过与其他盈利模式的代表网站(途牛旅游、去哪儿和阿里旅行)相对比,得出携程网的优势和不足之处,全方位、多角度地呈现携程网的盈利模式。最后结合对现在在线旅游业趋势的把握,提出携程网盈利模式的改进对策,如创新产品模式、极大化客户价值和强化移动端杠杆等等,并对在线旅游业进一步发展做出启示。
[Abstract]:China is the largest and fastest growing tourism market in the world. With the rapid development of computer network, smart phone and communication technology, online tourism is more convenient and more transparent than traditional tourism prices and information. Saving time and capital cost is favored by many consumers and tourism product suppliers, and the volume of trading is growing rapidly, which has become a new economic growth point. Taking Ctrip as an example, this paper discusses the status quo of the profit model of the whole online tourism market and the countermeasures to improve it. As one of the earliest online tourism enterprises, Ctrip preempts the opportunity with the profit model of OTA (that is, online travel agent, selling tourism products through online travel website and collecting commissions from suppliers as the main profit source). In the early stage, more than half of the market share of online travel was grasped. However, in recent years, with the rapid development of online tourism, many online travel websites have been established, and the profit space of the industry has been reduced. Ctrip "ticket hotel" profit model has become a bottleneck. Based on the theory of profit model of online tourism, this paper expounds the concept, elements and classification of profit model of online tourism. At the same time, it introduces the basic situation, business situation and financial situation of Ctrip. On the basis of this, combined with the theoretical guidance, it deeply analyzes the five key elements of Ctrip's profit model, namely, profit object, profit source, profit point, etc. Profit leverage and profit guarantee. Then from the profit source, the management way and the value chain three angle localization carries Cheng net's profit pattern, It is concluded that the development trend of Ctrip profit model lies in the transformation from operating income and capital investment to MTA, as well as the development of upstream and downstream and lateral expansion in the industrial chain. Finally, by comparing with the representative websites of other profit models (tour of cattle, travel to where and Ali travel), the advantages and disadvantages of Ctrip are obtained, and the profit model of Ctrip is presented in all directions and from many angles. Finally, combined with the current trend of online tourism, this paper puts forward the improvement countermeasures of Ctrip profit model, such as innovative product model, maximization of customer value and strengthening mobile leverage, and so on, and makes enlightenment to the further development of online tourism.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F592.6

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