论在线旅行代理商商业模式的构建——基于携程、途牛、同程3家企业的比较分析

A Study on Business Models of Online Travel Agent:Based on the Comparison of Three Agents

旅游"互联网+"蓬勃发展,我国在线旅游市场迅速扩张,涌现出一大批新型的在线旅行代理商,呈现全方位竞争态势。文章基于价值链理论,以携程、途牛和同程3家在线旅行代理商为例,从横向比较的视角,基于产品与服务、目标市场、资源配置和价值创造四个维度辨析各自的特征与差异,结果发现:在3个在线旅行代理商各自的价值创造活动中,并不是每个环节都创造均等的价值,只有在价值链的特定环节上发挥出竞争优势,才能创造出各自独特的价值,构造核心竞争力。

With the booming trend of the ＂Internet ＋ ＂ of tourism, online travel market in China has expanded rapidly,and a large number of new online travel agents haveemerged, showing all-round competition. Sometimes mergence and expansions occur. So maintenance of eoreeompetitivenessare key, and the business modelisessential. This study, based on the theory of Value Chain, takes three online travel agents named Ctrip, Tuniu and Tongcheng as examples, and identify their characteristics and differences from the four perspectives, namely, products and services, target market, the value of network and resource allocation. The results shows that in the value creation activities of online travel agents, not every activity creates equal value. If online travel agents want to create new value and remain competitive,they mustplay a particular advantage tovalue activities. It provides a reference for our online travel agentsto position themselves and to selecttheir business models.