摘要
摘要
随着我国经济社会的发展和“互联网+”信息技术不断创新，传统旅游业在
电子商务的影响下，旅游供应商从封闭式的串联组合逐步向个性化、丰富化、
线上化的方式转变。O2O商业模式构建的线上信息“发现”机制，线下加强服
务体验的机制与旅游业相契合。特别是以旅游相关的住宿、餐饮、交通、门票
等服务需求伴随社会发展在不断扩大，旅游业迎来了高速发展。伴随携程、美
团为代表的平台崛起，旅游 O2O将更多的旅游目的地相关的美食、住宿、娱
乐、活动融入生态圈，将线上产品和线下的服务范围扩大，也给越来越多的旅
游服务供应商带来了机会和挑战。
本文以 Y旅游公司为研究对象。首先，通过查询文献以及旅游业数据统计
对旅游 O2O行业研究方向、发展趋势及现状进行背景总结。其次，通过
PEST、SWOT分析对 Y公司目前的所处环境及情况进行归纳描述；围绕 3W2H
模型，对现有 O2O商业模式和发展情况进行分析，应用半结构访谈调查进一步
获取各要素具体情况和影响程度。发现 Y公司以促销、低价等方式获取的用户
群体在没有优惠的时候向心力明显下降；线上平台应用不佳、缺乏本地特色服
务；旅游产品难以标准化的服务导致线上、线下信息的不对称等问题让旅游供
应商陷入了“低价陷阱”，在长期的低价策略中，服务的品质下降，最终影响
客户体验，已经陷入困境。因此，Y公司的 O2O商业模式研究需进一步优化。
针对问题使用商业模式要素分析围绕客户、目标市场、产品与服务、如何
实现价值、如何盈利五大要素进行原因分析。结合盈利潜力空间、业务战略定
位和业务绩效等现状和智能时代免费模式、社群经济、跨界模式的应用，从公
司信息化系统升级、调整线上产品、丰富线下资源、强化客户关联等方面优化
现有 O2O商业模式，实现价值创造和获取价值来支撑公司盈利。为 Y公司持
续发展提供具体策略，同时为旅游业的健康发展提供有益借鉴。
关键词：旅游公司；O2O；商业模式要素
I

ABSTRACT
ABSTRACT
With the development China’s economy along with society and updating of
"Internet plus" information technology, great changes have taken place from
traditional tourism industry of closed series to personalized, rich and online mode
under the influence of e-commerce. The "discovery" mechanism of information online
built by O2O business model is in good agreement with the tourism industry in terms
of offline service experience. In particular, the demand for tourism related to services
such as accommodation, catering, transportation and tickets is expanding with social
development, and the tourism industry has ushered in rapid development. With the
rise of platforms represented by Ctrip and meituan, tourism O2O integrates more food,
accommodation, entertainment and activities related to tourism destinations into the
ecosystem, expands the scope of online products and offline services, and also brings
opportunities and challenges to more and more tourism service providers.
This paper takes Y tourism company as the research object. Firstly, the
development law, trend and current situation of tourism O2O industry are analyzed by
querying literature and relevant data statistics. Secondly, taking the enterprise
diagnosis method as the main line, this paper summarizes and describes the current
business situation and development environment of Y company through pest and
SWOT analysis tools; Focusing on the 3w2h model, this paper analyzes the existing
o2o mode and development, and further correlates the specific situation and influence
degree of each element by using semi-structured interview survey. It is found that the
centripetal force of the user groups obtained by Y company through promotion and
low price decreases significantly when there is no discount; On one hand, the supplier
is not closely connected with the customer, on the other hand, the service that is
difficult to standardize tourism products leads to the asymmetry of online and offline
information, which makes many tourism suppliers fall into a "low price trap". In the
long-term low price strategy, the quality of service decreases, which eventually affects
the customer experience and gets into trouble. Therefore, the research on the o2o
business model of Y company needs to be further optimized.
In view of the problems, further use the element comparison of business model
to analyze the reasons around the five elements of customers, target market, products
and services, how to realize value and how to make profits. Combined with the
II

ABSTRACT
current situation of profit potential space, business strategic positioning and business
performance combined with the development of O2O business model and the
application of free model, community economy and cross-border model in the
intelligent era, Optimize from the aspects of upgrading the company's information
system, adjusting online products, enriching offline resources and strengthening
customer relationship, so as to realize value creation and obtain value to support the
company's profitability。This paper puts forward the optimization strategy to improve
the O2O business model of Y tourism company, which provides a useful reference for
the healthy development of tourism business.
Key words: tourism; O2O；business model elements.
III
。。。以下略