| During the recent ten years, there were three phases in the channel development history of China online travel reservation, stage dominated by direct selling channel, stage dominated by distribution channel and the current superheating stage of both above. Firstly, the author summarized the current situation of China online travel reservation; Secondly, the author using some channel related basic theory to sum up the forming cause of this channel conflict:channel members'interdependence and difference, faultiness of channels'internal mechanism, change and influence of channels'external environment; Thirdly, based on game theory and the case of Hanting Hotel, the thesis analyzed this conflict in depth; Finally, we got the detailed countermeasures under this circumstance, that was we tried to take actions from holistic and individual angles of upstream supplier and intermediary travel reservation website to realize the win-win channel relationship and each other's maximum gain. |
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