摘要
21世纪的今天,中国俨然成为世界上旅游市场最大以及增长最快的国家。随着电子商
务与旅游业结合的日渐紧密,全球旅游电子商务发展迅猛,近几年的交易额一直保持着高
速增长,在这种背景下在线旅游企业获取利润的方式(盈利模式)有多种,一个企业可能
会同时拥有多种盈利模式,如携程。它既通过收取预订酒店和机票的佣金赚钱,同时也提
供度假产品,还有网络广告业务等。

“携程旅行网”作为在线旅游业的翘楚,占据天时地利人和,拥有着完善的业务渠道
以及各类优势的资源,而这些多归功于其本身优良的盈利模式能够获得市场的认可,顾客
的青睐。虽然目前我国大部分旅游网站所提供的信息和服务已经成为多数游客出行前的必
要参考,但鉴于网站功能的不完善致使游客还不能完全依赖于在线旅游网站来完成旅游活
动的策划和消费。因此,在线旅游企业的盈利模式具有多种可能以及更多可开拓和利益增
长的空间。

为此,本文以“携程网”为例,结合当前中国主要的在线旅游企业的盈利模式来进行
分析,其中重点研究了 “携程网”的盈利模式。同时根据目前在线旅游市场的发展变化,
研究了 “携程网”现有盈利模式发展的竞争优势和市场困境,运用企业竞争理论等研究成
果,分析研究“携程网”盈利模式的改进策略,比如:改进现有功能,开拓新的服务,使
“携程网”现有盈利模式能够真正实现优势互补,技术创新等。

最终通过此改进策略来帮助携程网有效地开辟新市场,强化旧市场,从而使其能够持
续保持并增加其拥有的在线旅游市场份额。同时也给同类在线旅游网站的发展提供一定程
度上的借鉴意义。

关键词:企业竞争力;盈利模式;携程网
Abstract
In twenty-first Century, China has become the world 39;s largest tourism market and the
fastest growing countries. Along with the electronic commerce and tourism combined with the
increasingly close, the global tourism rapid development of electronic commerce, trading in
recent years has maintained a rapid growth, in the context of online travel company profit way
(profit model) has a variety of, an enterprise may have a variety of profit model in conjunction
with, such as ctrip. It is through the collection of By Appointment Hotel and airline ticket
commission to make money, but also provide holiday products, and online advertising business.
“Leaders ctrip “ as the online travel industry, occupy the time, have a sound business
channels and resources advantage, and these many thanks to its excellent profit pattern can be
recognized by the market, customers. Although the majority of Chinese tourism websites provide
information and services has become a necessary reference for most tourists before travel, but
the web site features the incompletion of tourists also can not rely on the online travel website to
complete the travel activities planning and consumption. Therefore, the profit pattern of online
tourism enterprises with a variety of possible and space more development and gains.
Therefore,based on theCtrip ” as an example, combined with China39;s current major
online travel enterprise profit model to carry on the analysis, which focuses on the ” Ctrip ” profit
model. At the same time, according to the current development of online travel market, the ”
existing profit model development of the net that carry Chengcompetitive advantage and
market situation, the enterprise competition theory and research results,analysis of theCtrip “
profit model improvement strategies, such as: improving existing functions, develop a new
service, make the existing profit model. Net “ to realize the complementary advantages,
technological innovation.
Finally through the improvement strategies to help Ctrip effectively to open new markets,
strengthen the old market,so that it can continue to maintain and increase the share of online
travel market of its own. At the same time also provides a certain degree of reference
significance to the development of similar online travel website.
Keywords: enterprise competitiveness; profit model; Ctrip