| With the rapid development of Chinese economy, commercial electronic tourism rises quickly, and drove the rapid development of China’s online travel market. As an important component of the online tourism market, the online travel agents have had an excellent market performance. Ctrip.com as one of the most successful online travel agencies, since1999. According to the data shows of Ai Rui Advisory, in the market share of the Chinese third party online travel agents of2011, Ctrip.com still ranks with the market share of41.1%, and takes up the absolute leading position of Chinese online travel agents. Ctrip.com has four core business section, including hotel reservations, airline ticket reservations, travel tourist and business travel management, all of these parts rank the leading position of online travel agent market in Chinese.However, with many competitors(such as E-long, mango.net, Tong Cheng network, etc) continue to grow and develop, and many other competition model of online travel market(for example, qunar.com, ass mother, etc), and the traditional hotel, airlines, travel agencies(such as7Days Inn, the official website of International airline, CYTS Tours, etc), is increasingly mature, Ctrip.com market competitiveness and market share are facing a great challenge now. Therefore, Ctrip.com is having an experience of strategic transition from "the OTA to the one-stop travel service provider"With the aggravation of market competition, Ctrip.com is trying to explore a new style of development-the pattern of the whole industry chain development model of online travel., namely develop the related industry of executes related in the upstream of the whole industry chain, in the midstream of the whole industry chain, and in the downstream of the whole industry chain. Including acquisition and merger hotels, travel agents, the platform of F&B, and so on. There are both advantages and disadvantages in the whole industry chain development model, and being subjected to the test of the market. This paper is trying to have a comprehensive analysis of the whole industry chain development model of Ctrip.com, and attempts to explore the advantages and disadvantages, opportunities and threats. The writer hopes to make some theory contribution to Ctrip.com, even Chinese online travel market, through the analysis the whole industry chain development model of Ctrip.com. |
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