摘要

随着经济、互联网的迅速发展和新技术的运用,旅游市场将保持快速的增

长,旅游需求的增长使在线旅游成为了旅游营销的重要尹段。从全球旅游市场的

发展趋势看,在线旅游业已经逐步成为了一个新兴的产业。在线旅游产品衍生出

机票、酒店、商旅等形式多样的旅游产品。目前,在线旅游的商业模式呈现出多

元化、差异化的势头,已经形成了完整的上下游产业链,各企业在竞争中持续变

革,欧亿·体育（中国）有限公司将呈现各模式的竞合形态。随着国务院批准发布了《国民旅游休闲纲要》,

提出建立与小康社会相适应的现代国民旅游休闲体系,旅游欧亿·体育（中国）有限公司长期利好。旅游

市场不断扩大以及旅游业在线滲透率的不断提升,对欧亿·体育（中国）有限公司竞争环境的解析,探讨

发展策略,研究在线旅游市场的现状和发展趋势,对促进中国旅游欧亿·体育（中国）有限公司的发展十

分必要。

本文结合我国在线旅游企业的竞争发展现状,借鉴国内外相关的研究成果,

研究在线旅游企业所处的产业环境及企业的竞争优势,找到定位,对国内在线旅

游市场进行预测,寻找实现目标的途径。构建在线旅游的“五力模型”,通过对

上游供应商、平台运营商、信息渠道商和在线代理商的分析,判断欧亿·体育（中国）有限公司的发展态

势,并着重论述了在线旅游企业的竞争战略形式及战略实施状况,力图找到欧亿·体育（中国）有限公司

发展机会和发展困境,探索欧亿·体育（中国）有限公司发展规律。文中还对携程旅行网的发展现状进行

了研究,剖析了现阶段的困境和优势,对其战略转型提出了建议,可为其他在线

旅游企业所借鉴。

关键词:在线旅游;竞争;产业结构;战略转型

I

华北电力大学硕士学位论文

Abstract

As the rapid development of economic and internet, also,the use of new

technologies, the demands for tourism will maintain its fast growth, making online

travel become an important role of tourism marketing. Online travel has gradually

become a new industry according to the global tourism market development. For the

online travel trade, various kinds of tourism products and service emerged, such as

flight booking, hotel reservation and business trip service. At present, commercial

modes reveal as diversification and differentiation which formed a complete

up-and-downstream industrial chain. Each enterprise keeps innovation to expand its

market share in the competition which results the co-opetition pattern. The National

Leisure Tourism Outline approved by the State Council proposes that to set up a

long-term beneficial cooperation system between national tourism development and

well-off society building. Continuously expand of the market and increasing online

means of the tourism highlights the importance of the analysis and research for

industry environment competition and development of online travel.

The author of the paper focus on the following aspects: Under the present

situation of online travel, enterprises,competition in our country, taking national and

international research results for reference; analyzing the enterprises' competition

advantages in the industrial environment, locating, finding the ways to achieve the

goals with forecasting to the situation of national online travel development-

Construct the “Five Competitive Forces Model"(Michael Porter) for online travel,

making the judgment of the development trade through the analysis of upstream

suppliers,distributors, channels and online agents. Discuss the competition forms and

implementation of online travel, doing efforts on discovering the developing

opportunities and predicament. Try to find out the develop rules of this industry. The

author also analyzes the development of Ctrip, dissecting current difficulties and

advantages; gives suggestions for their transition reference for the other enterprises.

Key Words: online tourism, competition, industrial structure, strategic transformation