Ctrip Strategic Choice In The New Pattern Of Tourism Internet Industry

CTRIP was founded in 1999 and headquartered in Shanghai, China. It is a tourism Internet enterprise which focuses on user-orientation, teamwork, respect, integrity and cooperation.This thesis will use CTRIP as the example of study under the case of current features and trends in the tourism Internet industry. Through using macro and micro methods, qualitative and quantitative and empirical analysis to analyze the resources and capabilities, strengths and weaknesses of the enterprise, it illustrates the environment of the enterprise, the direction of its management and strategy for competition, finally arrives at a conclusion about the alternative methods about strategy and management.This thesis utilizes the basic theory of enterprise strategy analysis, and tries to make the analysis on competition corresponding with the rules of logical thinking, with the methods of PEST analysis, Porter's five forces model, External Factor Evaluation Matrix (EFE), SWOT analysis model, Quantitative Strategic Planning Matrix (QSPM) and so on. Through the analysis, we find that the acquisition of eLong, and further of Qunar is correct, but facing the situation of BAT(Baidu.com, Alibaba, Tencent) as well as real estate enterprise such as Wanda entering tourism Internet industry, blindly acquisitions are not enough for CTRIP. Only if CTRIP uses the respite time to make up its own weakness, strengthen its advantage and increase the difficulty of the entering its business from other enterprises, CTRIP could keep its position in the tourism Internet industry still. In the end, the thesis provides the suggestions of strategic choice and implementation to ensure its competitive positon, such as improving the technical capacity of the platform, grasping the increasingly personalized needs of consumers, consolidating its brand reputation.