摘要
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摘要
随着社会经济的快速增长，人们生活水平也得了不断提升，给旅游业的快速发
展提供了有利环境，但这远远满足不了断增加旅游需求，而利用高速发展的互联网
技术与旅游业相结合的方式为旅游业的长远发展提供一个新路线—在线旅游。纵观
世界旅游行业发展现状来看，绝大多数旅游企业都实现了线下向线上发展的转变，
而且，在线旅游占据着旅游行业最重要的板块之一。同时，随着在线旅游的快速发
展，也带动了与旅游相关的互联网业务的快速发展

本文首先介绍了研究背景与研究意义，基于在线旅游发展热点和商业模式研究
问题等社会经济发展问题，提出携程网商业模式优化研究的需求。阐述携程网等在
线旅游行业和商业模式的国内外研究现状，对在线旅游、OTA 商业模式、波特五力
模型等相关概念与理论进行介绍和分析，在大量专家学者理论研究的基础上进行深
入和拓展性研究。提出了携程网现有商业模式存在的不足，并提出包括现运营成本
高、供应商影响因素大，新业务发展缓慢等几个方面的问题，并基于问题提出了针
对性的措施，包括基于价值创造与创新的携程网商业模式优化策略和基于客户价值
链的携程网商业模式优化策略，以保持携程网的持续竞争优势

本文基于波特五力模型的携程旅游网商业模式的分析，有助于在线旅游旅游企
业在日益激烈的市场竞争环境中，找到适合自身发展优势，发现自身存在的短板和
不足，从战略层面进一步提升企业竞争力

关键词：在线旅游；商业模式；携程旅行网燕山大学工商管理硕士学位论文
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Abstract
With the rapid growth of social economy, people&39;s living standards have continuous
improvement, provide a favorable environment for the rapid development of the tourism
industry, but it is far less. Increasing demand for tourism, to provide a new route of online
tourism long-term development and combined with Internet technology and the rapid
development of the tourism industry is the way for the tourism industry. Looking at the
current situation of the development of the world&39;s tourism industry, the vast majority of
tourism enterprises have realized the transition to the development of the line to the line,
and online travel occupy one of the most important sectors of the tourism industry. At the
same time, with the rapid development of online travel, but also led to the rapid
development of tourism related Internet business.
This paper first introduces the research background and research significance, based
on the development of online travel hot and business model research and other social and
economic development issues, ctrip business model optimization research needs. On ctrip
and other online travel industry and business model of domestic and foreign research
present situation, the online travel, OTA business model, porter five model introduction
and analysis on the related concepts and theories, in a large number of experts and
scholars on the basis of theoretical research and expanding further research. Proposed the
ctrip of the defects in the existing business model, and put forward including operating
cost is high, the influencing factors of big supplier now, a few problems, such as slow
development in new business and puts forward corresponding measures, based on the
problems including ctrip business model based on value creation and innovation
optimization strategy and based on the customer value chain of ctrip business model
optimization strategy, to keep sustainable competitive advantage of ctrip.
This article is based on porter five models of ctrip travel network business model
analysis, in the increasingly fierce market competition environment, online travel and
tourism enterprises can find their own advantages, find their own shortcomings andAbstract
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deficiencies, and further enhance the competitiveness of enterprises from the strategic
level.
Keywords: Porter five model; online travel; business model; ctrip目 录
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目 录
摘要...........I
ABSTRACT.II
第 1 章 绪 论........1
1.1 研究背景和研究意义.........1
1.1.1 研究背景.........1
1.1.2 研究意义.........2
1.2 国内外研究现状.....4
1.2.1 国外研究现状.4
1.2.2 国内研究现状.5
1.2.3 国内外研究评述.........6
1.3 研究内容与研究方法.........6
1.3.1 研究内容.........6
1.3.2 研究方法.........7
第 2 章 相关概念与理论概述........8
2.1 商业模式相关理论概述.....8
2.1.1 商业模式概念.8
2.1.2 商业模式优化理论研究.........9
2.2 PEST 分析模型理论概述...9
2.3 波特五力模型理论概述... 11
2.3.1 潜在的行业竞争者... 11
2.3.2 替代产品....... 11
2.3.3 客户的讨价还价能力...........12
2.3.4 供应商的讨价还价能力.......12
2.3.5 同行的竞争...12
2.4 本章小结...13
第 3 章 携程旅行网所处环境分析..........14
3.1 携程网宏观环境分析.......14
3.1.1 政策环境分析...........14
3.1.2 经济环境分析...........14
3.1.3 社会环境分析...........16
3.1.4 技术环境分析...........18
3.1.5 携程旅行网的机遇....20燕山大学工商管理硕士学位论文
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3.1.6 携程旅行网的挑战...20
3.2 携程网的中观环境分析...22
3.2.1 购买者的讨价还价能力
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