Development Strategy Research Of OTA Lvmama

With the development of China's economy and the improvement of Chinese people's income,Chinese people's demand for tourism is becoming more and more vigorous.This has led to the prosperity of the tourism industry.At the same time,the continuous development of the Internet,mobile Internet and other new IT technologies gave birth to the Internet + tourism industry,which is called OTA(Online Travel Agency).How LvMaMa,one of the OTA companies makes full use of the opportunity of the great development of the tourism industry and its own advantages to achieve better development is the topic of this thesis.The thesis first briefly introduces the enterprise development strategy from the theory and method's point of view.Then it takes the online tourism enterprise LvMaMa as the research object.It analyzes LvMaMa's external macro environment,including political,economic,social and technological factors through the PEST analysis.It also conducts a comprehensive analysis of the industry environment,including the threat of competitors,the threat of new entrants,the threat of substitutes,the threat of suppliers,and the competition among the existing enterprises through the analysis of Potter's five forces.Then it analyzes the organizational structure of JingYu group which LvMaMa belongs to and the characteristics of LvMaMa.On this basis,this thesis further discusses the various choices of the development strategy of LvMaMa through SWOT analysis,and determines the SO development strategy.Finally,it discusses the concrete measures of LvMaMa's strategy implementation.The Internet has a profound impact on China's economy and even the world economy.This thesis takes LvMaMa as an example to analyze the online travel industry and determine its development strategy.At the same time,I hope this study could be used for reference on the development strategy of other Internet+ companies.