| The study object of this paper is the development strategy of CTRIP.COM. First, the theory basis of CTRIP.COM's development strategy study is expatiated, including the strategy, the meaning of strategy management and analysis method of strategy management. Analysis method of strategy management includes PEST, SWOT and POTTER's Five Competitive Forces Model. Second, the overview, history and development status of CTRIP.COM is introduced. Third, PEST analysis method is applied in this paper to analyze the macro environment of politics and law, economic, social culture, and technology where CTRIP.COM locates. The Five Competitive Forces Model of POTTER is applied to analyze the industry environment and competitiveness. SWOT is applied to find out the advantage and disadvantage of the company itself and find out the chances and threats outside the company. Finally, the stage development target and the choice of development strategy are elaborated, the ways and protection of implementation of development strategy is proposed. The development strategy of CTRIP.COM includes differentiation strategy, innovation strategy and brand strategy. The protection of implementation of development strategy of CTRIP.COM consists of setting up enterprises union for outside, strengthening enterprise management for inside and strengthening setting up the human resources. |
