Research On Micro-innovation Path Of Online Tourism Enterprises

Since the 21st century,the rapid updating and upgrading of information technology such as mobile communication,Internet and big data have changed the tourism concept and consumption mode of current tourism consumers.Consumers not only have higher requirements for tourism products and services,but also pay more attention to their personalization and intelligence.At present,the development of China's online tourism industry has begun to take shape,and the establishment of many online tourism websites has opened a new chapter in the online tourism industry.However,in recent years,major online tourism enterprises are facing severe challenges while meeting the development opportunities of the times.At present,in the whole tourism industry,only a small number of enterprises gradually tap their core competitiveness,strive to highlight their advantages,on the basis of maintaining the existing market share,expand the scope of business,occupy more markets.Most enterprises can not do the above points,they can only begin to fall into a vicious circle of low-price war because of the serious phenomenon of product homogenization.In this environment where homogenization is very serious,there is a model that can solve all kinds of problems faced by enterprises,that is,micro-innovation,which has been proposed only in recent years.The implementation of "micro-innovation" in enterprises can better make products and services meet users'needs,adapt to the changing market environment,and respond to users' critical needs in a dynamic way.This kind of small and sustained innovation can prevent the duplication and embezzlement of innovative achievements of enterprises,and also help enterprises to establish long-term competitive advantage.Therefore,micro-innovation is the most suitable innovation mode for enterprises in this dynamic market environment.Firstly,this paper systematically combs the existing achievements of micro-innovation,and summarizes the connotation and characteristics of micro-innovation;secondly,taking Ctrip as a case study object,based on the new perspective of micro-innovation,this paper conducts a grounded theoretical research,and carries out a concrete analysis of the relevant data collected by case enterprises according to the three-level coding principle of grounded theory,summarizes and refines Ctrip gradually.Micro-innovation path single-point focus fast iteration full penetration.Finally,the micro-innovation path model of online tourism enterprises is summarized,in order to provide guidance and reference for online tourism enterprises that carry out innovative activities.