Research On Business Strategy Of Online Travel Agencies From The Perspective Of Competitive Intelligence

In addition to the elements of talent,capital and technology,another key factor of business survival is competitive intelligence.Business School in Harvard ranks competitive intelligence as the fourth factor that matters for the survival of business.Competitive intelligence plays an important role in the development of many foreign enterprises.Facing the fierce competition in domestic market,in order to maintain competitive advantage,online travel agencies are bound to master the competition theory and adopt efficient strategies.Conducting researches on the strategy about how to improve the competitive ability can help enterprises to understand themselves and the changes of external markets better.Based on this,the enterprises can enhance survival ability and realize sustainable development.This paper reviews the research progress of competitive intelligence,expounds the relevant concepts of competitive intelligence theory and online travel agency firstly and then take Ctrip as the representative enterprise to do analysis about its main business.After that,the paper summarizes operating status from financial status,main business,product market conditions,technology research and web popularity.Based on the competitiveness model,it is clear that Ctrip’s main competitors at present are platforms providing the similar business.Further select the competitive enterprises and make a comparative analysis according to the business type and market share.According to SWOT,this paper summarizes the competitive advantages and existing problems of Ctrip.Then the study makes competitive strategies of brand support,scale and marketing expansion,and technological innovation,combined with Ctrip’s development needs.At last,the paper designs the implementation plan by building a high-quality business management system,expanding industrial cooperation channel,developing technology and product functions deeply,attaching importance to the information security risk control,and establishing a talent training system.Ctrip can achieve considerable development by these means,which also provides an idea for the domestic online tourism industry.