本文選題：去哪兒網(wǎng) + 旅游搜索引擎　； 參考：《華南理工大學(xué)》2015年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)的發(fā)展,旅游業(yè)已經(jīng)成為了世界經(jīng)濟(jì)中發(fā)展勢(shì)頭最強(qiáng)勁、規(guī)模最大的產(chǎn)業(yè)之一。同時(shí),隨著互聯(lián)網(wǎng)科技的廣泛應(yīng)用,旅游電子商務(wù)也以驚人的速度向前發(fā)展。在中國(guó)的旅游電子商務(wù)領(lǐng)域,攜程網(wǎng)、藝龍網(wǎng)等企業(yè)作為網(wǎng)上旅游代理商的代表,是我國(guó)在線(xiàn)旅游業(yè)的先驅(qū),為消費(fèi)者提供了一條龍式服務(wù)。但在消費(fèi)者日益追求產(chǎn)品多元化、個(gè)性化的今天,單一的網(wǎng)上旅游代理商已經(jīng)無(wú)法滿(mǎn)足其需求。正是在這一背景下,去哪兒網(wǎng)作為中國(guó)第一家旅游搜索引擎企業(yè),于2005年正式成立,使中國(guó)消費(fèi)者首次有機(jī)會(huì)在線(xiàn)比較國(guó)內(nèi)各大旅游代理商的產(chǎn)品價(jià)格,擁有了更為全面的旅游選擇。本文較為全面的分析了去哪兒網(wǎng)的宏觀(guān)經(jīng)營(yíng)環(huán)境,并對(duì)去哪兒網(wǎng)自身能力進(jìn)行了較為詳盡的研究,在兩者基礎(chǔ)上從盈利模式主要關(guān)注的四個(gè)維度出發(fā),即客戶(hù)選擇、價(jià)值獲取、戰(zhàn)略控制以及業(yè)務(wù)范圍,對(duì)去哪兒網(wǎng)的盈利模式進(jìn)行了分析解構(gòu)。認(rèn)為去哪兒網(wǎng)依靠自身垂直搜索技術(shù)并整合相關(guān)旅游服務(wù)提供商資源,以點(diǎn)擊成本為主要形式,結(jié)合其他相關(guān)收費(fèi)形式,形成了其獨(dú)特的盈利模式。而根據(jù)成功的盈利模式應(yīng)當(dāng)具有的三個(gè)特點(diǎn)來(lái)看,(1)去哪兒網(wǎng)提供了獨(dú)特的價(jià)值,而且相對(duì)于競(jìng)爭(zhēng)對(duì)手,能在產(chǎn)品與服務(wù)上更多的創(chuàng)造價(jià)值;(2)具有難以復(fù)制的特點(diǎn),可以通過(guò)提升顧客忠誠(chéng)度,改善管理系統(tǒng)等方式建立起企業(yè)獨(dú)特的核心競(jìng)爭(zhēng)力;(3)可以有效的進(jìn)行實(shí)際操作,并能夠隨著市場(chǎng)環(huán)境的變化進(jìn)行調(diào)整。因此去哪兒網(wǎng)的盈利模式在一定程度上是較為成功的。這種獨(dú)特的盈利模式具有一定的優(yōu)點(diǎn):(1)便于進(jìn)行數(shù)字化計(jì)量;(2)降低了庫(kù)存風(fēng)險(xiǎn);(3)提升了供應(yīng)商的合作意愿;但同時(shí)這種盈利模式也存在著一些弊端。本文認(rèn)為去哪兒網(wǎng)的盈利模式可以通過(guò)以下四個(gè)方面進(jìn)行改善:(1)提升創(chuàng)造獨(dú)特價(jià)值的能力;(2)加大復(fù)制的難度;(3)加強(qiáng)市場(chǎng)應(yīng)變能力;(4)維持盈利模式可持續(xù)性,在進(jìn)一步改進(jìn)后,去哪兒網(wǎng)將在在線(xiàn)旅游行業(yè)中發(fā)揮更大的影響作用。
[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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F724.6;F274;F592.6

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