Strategic Research On The Development Of Domestic Online Tourism Competition

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.