| Twenty-first Century is the age of the Internet, As a relatively new type of industry, the rapid development of online tourism in recent years has attracted the attention of the entire tourism industry. Online travel largely eliminates the problem of information asymmetry between tourists and travel agencies, and realizes the circulation of information of the whole tourism industry chain, which is not a small change for the traditional tourism. But on the other hand, the industry has a lot of problems:small OTA enterprises have difficulties to operate, product homogeneity, unreasonable price competition, profit margins...... Therefore it is particularly important to analyze the causes of the problems.we based on SCP paradigm of industrial organization theory to analysis the online travel market,which conclude the market structure, market behavior and market performance.Through the analysis we draw the following conclusion:the current OTA market is still in an oligopoly market structure; low product differentiation and market barriers significantly; in terms of market behavior, the large OTA operate predatory pricing, resulting in small OTA business difficulties.the unreasonable market structure and behavior also affects the revenue of the whole industry, thus affecting the development of online travel industry.Based on the above research, considering various factors,Online travel achieve a healthy development:on the one hand government needs to develop a reasonable policy tries to guide and regulate the market regulation system; on the other hand the online travel business will continue based on market segmentation, the implementation of poor strategy to improve the performance of whole online travel market. |
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