Research On The International Strategy's Adjustment Of Ctrip.com At Business Level

Ctrip.com(Ctrip)was founded in 1999 and officially implemented its internationalization strategy in 2014.After five years of international development,Ctrip has more than 30,000 employees,set up branches in 22 overseas cities and offices in 40 overseas cities such as Singapore,Seoul and Hong Kong.A 24-hour one-stop service is available at the Overseas Service Customer Centers in Seoul,Tokyo and Edinburgh.In 2017,due to the fierce competition in the domestic online travel industry,Ctrip is the only company in China that achieves net profit.In fact,Ctrip's domestic revenue growth has slowed significantly,with 30% of total revenue coming from abroad,and overseas markets contributing nearly half of the annual revenue growth.Undoubtedly,from the results,international business is very important for Ctrip.Although Ctrip's internationalization has been implemented for five years,and environmental conditions have changed internally,Ctrip has not actively adjusted its own business layer internationalization strategy in response to changes in itself and the environment.This paper uses PEST analysis and Porter's five-force competition model to analyze the macro environment and industry environment faced by Ctrip.com,and explain the opportunities and challenges faced by Ctrip's main business.Listed two major competitors facing Ctrip's internationalization and compared it with Ctrip in terms of profitability.Through the objective analysis of Ctrip's internal resources and core capabilities,Ctrip's main competitive advantages and disadvantages are explained.Finally,through the SWOT model to analyze Ctrip's competitive strategy and development direction,Ctrip should adjust the internationalization of business layer from entering the overseas market to respond to global competition.Through the description of the above Ctrip business income,the analysis found that Ctrip International has become the main driving force for the continued good development of the company.The fierce competition in the domestic online travel market has made Ctrip's domestic business growth weak.In this context,Ctrip's internal environment has undergone tremendous changes,and it has reached the industry's first-class level in network technology,service experience,product content and management system,and has world-class competitiveness.Through literature analysis and qualitative analysis methods,this paper finds opportunities and challenges in Ctrip's external environment.It also summarizes the competitive advantages and disadvantages of Ctrip's internal environment.The SWOT analysis model is used to match specific strategies with internal and external environmental conditions,thus finding a suitable business layer internationalization strategy adjustment plan for Ctrip transportation,accommodation,vacation and business travel.The research in this paper shows that the business layer needs to make strategic adjustments according to the changes of internal and external environment and its own development stage to promote the sustainable development of the company.Through the adjustment of the internationalization strategy of the business layer,it has found a basis and solution for Ctrip's business layer to cope with international competition,and proposed some safeguard measures to ensure the smooth implementation of Ctrip's international business strategy.