The Study Of Qunar' Profit Model

With the development of global economy, tourism industry has become one of the most powerful development momentum and largest scale industries in the world economy. Meanwhile, with the extensive applications of Internet technology, tourism electronic business has also developed forward at a shocking speed. In the tourism electronic business filed of China, Ctrip, Elong and other enterprises are the pioneers of our domestic online tourism industry as the representatives of online tourism agents, which provide one package service for consumers. In today when consumers pursue the diversification and individualization of products, the single online tourism agents have not been able to satisfy their demands. It was just under this background that Qunar was founded in 2005 officially as the first tourism search engine enterprise in China that Chinese consumers have the opportunities of acquiring the lower product prices than each great domestic tourism agents for the first time and own more comprehensive tourism selections.This paper analyzes the macro operating environment of Qunar more comprehensively, makes the relatively detailed research on the abilities of Qunar, starts from four dimensions focused by profit pattern on the foundation of the both, or customer selections, value acquisitions, strategic control and business scope, makes the analytic deconstruction of the profit pattern of Qunar. It is believed that Qunar depends on its vertical search technology and integrates related tourism service provider supplies, takes click costs as the main form, combines other related charging means and forms its unique profit pattern.From the three aspects of the successful profit model,(1)Qunar provides unique values, which create more values in products and services compared to competitors;(2) the characteristics of difficult replication, build the unique core competitiveness of enterprises by improving the loyalty of customers, perfecting management system, etc;() effective practical operation can be done, and adjustments can be made with the changes of market environment..Therefore, the profit pattern of Qunar is successful to some extent.Such unique profit pattern equips with certain advantages:(1)facilitate to the digital measurement;(2)lower the inventory risks;(3)improve the cooperation willing of suppliers; at the same time, this profit pattern also exists some deficiencies.This paper believes that the profit model of Qunar can be improved by the following four aspects:(1)Improve the abilities of creating unique values;(2)increase the replication difficulty;(3)enhance the abilities that even markets cannot change;(4)maintain the sustainability of profit pattern, after further improvements, Qunar will develop greater influencing function on the online tourism industry.