Case Study On The Profit Model Of Tour

The research object Tour travel website,an important online travel agent which focus on leisure vacation tour market segments.With profit model and four profit elements theory of Slywotzky A.J.Morrison D.J to explore Tour's profit model,this paper also combine with Tour's financial data and site operation data,by studying,try to find out the existing problems in Tour's profit model and give suggestion solutions.Through the analysis of financial statements of Tour,and combined with financial ratio indexes study and Du Pont analysis method,to find out its analysis profit model and profitability.The study found that the biggest drawbacks of the company is the gross profit margin is worse and operating costs is very high,cause the overall low earning.The profit source and profit point have flaws,lack of independent products leads to high purchasing cost.In view of existing problems,this study puts forward the following strategies: seek new profit point and profit source;cost control;marketing model transformation;improve the profit model.From the case of Tour,we can clear and definite the profit pattern of various types of tourism e-commerce sites,includes their characteristics and current development state,which could play a role for domestic online travel agent industry.