The Business Model Of Online Travel Platform Based On A Multiple Case Study

The online tourism platform represented by Ctrip and Qunar as a new business model in the Internet age has had a profound impact on the development of China's tourism industry,integrating tourism resources,helping users to reduce transaction costs and enhance the user experience.The online tourism platform business model has not yet reached a consensus.This paper uses the multiple case analysis to summarize the online tourism platform business model,and puts forward the analysis framework of the online tourism platform business model.First of all,combing the development process of online tourism market,summed up the evolution of online tourism platform business model trends,mainly in: online travel platform business model gradually integration,mobile side to become an important consumer port,transform from a single functional platform to multi-functional platform,non-standard tourism products become the online tourism platform competitive hot spots.Secondly,the multiple-case study method is used to analyze the online tourism platform business model,and the business model model of the online travel platform is obtained through the three-level code,including five levels,eight components and twenty-one sub-components.The five layers include the dynamic layer,the environment layer,the intermediary layer,the action layer and the performance level.The research results show that the establishment and change of the online tourism platform business model is driven by the macroeconomic environment,the micro-economic environment and the leaders.Under the support of the two platforms of the enterprise resources and platform carrier,online travel platform gradually formed a common business model.The online business model of the online travel platform mainly includes platform positioning,platform provider,platform connection,marketing mode and profit model.Positioning is used to determine the target market and the target users,around the positioning,the platform can provide more accurate personality of the products and services;Online travel platform not only to provide users with traditional tourism products and services,more critical is to play a good role of the platform,to make the online travel platform business cake bigger,the different interest groups through some of the connection rules to play a greater network effect,which not only need to connect the traditional tourism products suppliers,advertisers,financial institutions and other multilateral groups,but also pay attention to connection management,to enhance multilateral interaction.In addition,the platform marketing is no longer limited to advertising and distribution,big data precision marketing has become an important information marketing era,it can make full use of online travel platform information and data resources,make the profit mode diversification.Shared economy is a new development point of online tourism industry,how to make the cake bigger,in addition to the new industry growth point on the efforts,but also to seize the user's pain points,in the tourism services on the deep plowing.Online travel platform is not a pure online platform,but the combination of online and offline,both be short of one cannot.