【摘要】：我國(guó)是世界上最大且增長(zhǎng)最快的旅游市場(chǎng),隨著計(jì)算機(jī)網(wǎng)絡(luò)、智能手機(jī)以及通信技術(shù)的迅速發(fā)展,在線旅游更加方便快捷,相比傳統(tǒng)旅游業(yè)價(jià)格和信息更加透明化,節(jié)省時(shí)間和資金成本,受到很多消費(fèi)者和旅游產(chǎn)品供應(yīng)商的青睞,交易量迅速增長(zhǎng),成為一個(gè)新的經(jīng)濟(jì)增長(zhǎng)點(diǎn)。本文以攜程網(wǎng)為例,探討整個(gè)在線旅游市場(chǎng)盈利模式的現(xiàn)狀及改進(jìn)對(duì)策。作為最早成立的在線旅游企業(yè)之一,攜程網(wǎng)以O(shè)TA式的盈利模式(即在線旅游代理商,通過(guò)在線旅游網(wǎng)站銷售旅游產(chǎn)品,以向供應(yīng)商收取傭金為主要盈利來(lái)源)搶占先機(jī),初期掌握了在線旅游半數(shù)以上的市場(chǎng)份額。然而近幾年在線旅游進(jìn)入高速發(fā)展時(shí)期,眾多在線旅游網(wǎng)站紛紛建立,行業(yè)的盈利空間縮減。攜程“機(jī)票+酒店”的盈利模式成為瓶頸。本文以在線旅游盈利模式理論為基礎(chǔ),闡述了在線旅游盈利模式的概念、組成要素和分類。同時(shí),介紹了攜程網(wǎng)的基本情況、業(yè)務(wù)概況和財(cái)務(wù)狀況,并在此基礎(chǔ)上結(jié)合理論指導(dǎo),深入剖析了攜程網(wǎng)盈利模式的五大組成要素—盈利對(duì)象、盈利來(lái)源、盈利點(diǎn)、盈利杠桿和盈利保障。接著從利潤(rùn)來(lái)源、經(jīng)營(yíng)方式和價(jià)值鏈三個(gè)角度定位攜程網(wǎng)的盈利模式,得出攜程網(wǎng)盈利模式的發(fā)展趨勢(shì)在于營(yíng)業(yè)收入和資本投資并重、OTA向MTA轉(zhuǎn)變以及在產(chǎn)業(yè)鏈中上下游和橫向拓展。最后通過(guò)與其他盈利模式的代表網(wǎng)站(途牛旅游、去哪兒和阿里旅行)相對(duì)比,得出攜程網(wǎng)的優(yōu)勢(shì)和不足之處,全方位、多角度地呈現(xiàn)攜程網(wǎng)的盈利模式。最后結(jié)合對(duì)現(xiàn)在在線旅游業(yè)趨勢(shì)的把握,提出攜程網(wǎng)盈利模式的改進(jìn)對(duì)策,如創(chuàng)新產(chǎn)品模式、極大化客戶價(jià)值和強(qiáng)化移動(dòng)端杠桿等等,并對(duì)在線旅游業(yè)進(jìn)一步發(fā)展做出啟示。
[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.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F274;F592.6

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