The Formation Mechanism Of Online Travel Agent Analysis Based On 'Ctrip' Case Study

With the supply and demand for online travel market improving and the service level increased significantly,E-booking market has become an important channel for tourism products,and the future of online travel tends to be in a more and more fierce competition.In its process of rapid development,some scholars try to study from a theoretical point of view of the online travel market as a whole direction of development of the tourism industry,which provides a important starting point for this study.This paper tries to explain the formation mechanism of the online travel agent in China,aims to trace the key elements which play an important part in the development of tourism industry.This paper systematically expounds the basic concepts of tourism e-commerce, and explores the relationship between tourism e-commerce and online travel agent, which lead to the dynamic mechanism in which online travel agent forms and develops rapidly.On this basis,this paper established an triangular relationship model to explain why the online travel agent could come to form,and then by using transaction cost theory,this paper explained why and how online travel agent could get a rapid development.Except this paper discussed that in future,online travel agents should focus on how to reduce the internal operating costs to get a further development.Targeting on Ctrip,this article demonstrates the importance and necessity of Ctrip's service innovation and brand building by analyzing the present situation and existing problems.