| Business Travel Management BU is a part of Grip International co., LTD. It engaged in the business travel management services in China, provide the solution of daily travel behavior controling and travel cost savings for the enterprise customers. Since 2006, the business has been established, with the rapid development of China’s Internet industry, continuously development of macro economic environment. The business travel department was also ushered in the high speed growth. Only dozens of people from the beginning and now almost one thousand people work in it. For the revenue, it achieved 8 billion yuan in 2014, the market share of 7.4%. In nearly 10 years of development, the business travel BU provided service to about 2500 Chinese and foreign enterprises, and maintain good relations of cooperation with many famous enterprises related in its industry, and the department itself is also planning a independent public and began to expand their business overseas.According to the industry analysis and prediction, China will overtake the U.S. in 2017 to become the world’s largest business travel market. Since 2012, the market scale rapid expansion with 20% increasing a year, and if we check the 2014 statistical data about the size of the market, market growth is consistent with the predicted value. As a result, more and more OTA (Online Travel Agent), Internet companies, the traditional ticketing Agent, even by airlines, begin to pay close attention to the market with big potential. They formed a business unit, or comprehensive transformation, or open up new business areas, to participate in the competition in the market. At the same time, multinational foreign TMC (Travel Management Companies) also exist in different forms to enter the Chinese market. Market share unprecedented fierce competition.In this paper, on the basis of relevant theories and tools of strategic management, with the background of the current situation of the industry, market, expand the analysis of the internal and external environment on ctrip business travel.And the further research we are looking for a feasible strategy to enter the international market. Finally, we can conclude, in the fierce competition environment, ctrip business travel must looking for new profit growth points, enhance the competitive power, and make the strategic choice to further expand the market share.Paper is divided into six chapters. The first chapter is introduction, introduce the background of the problem, research purpose, significance and train of thought. The second chapter is for ctrip, ctrip business department introduction and background information. The third chapter is ctrip business travel external environment analysis, according to the overall market environment, market competition and competitors were studied. Internal environment analysis of the fourth chapter based on the resources, and the core competitiveness of Ctrip Business Travel. Chapter 5, for ctrip business internationalization strategy and strategy propulsion mode are studied. In the end, according to the analysis of the above chapters, puts forward ctrip business must develop derivatives products and services, improve the level of technology development, through the travel management service closed-loop, seek new profit growth point. And about the expansion of internationalization, joint ventures or mergers and acquisitions is a better strategic choice. |
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