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在线旅游作为旅游和电子商务相结合的一种新业态近年来发展迅猛,对人们的旅游消费方式产生了深远的影响。在线机票、在线酒店和在线度假三个子市场日趋成熟,本文采用SCP范式对在线旅游增长最为强劲的在线度假子市场的现状进行分析,对在线旅游度假业OTA企业进行实证研究,发现在线旅游度假业市场集中度不断提高,市场进入壁垒高,竞争激烈,各大OTA企业纷纷通过价格战、并购及品牌化等行为来提高其市场份额,在市场绩效方面,除了携程之外,其他OTA企业大都出现战略性亏损,度假产品丰富多元,技术不断进步。未来在线旅游度假市场仍存在变数,在线旅游OTA们需要不断作为,通过创新的旅游服务和优质的旅游体验来取胜市场。
As a new combination of tourism and e-commerce, online tourism has developed rapidly in recent years and has had a profound impact on people’s consumption patterns of tourism. Online Tickets, Online Hotels and Online Vacation Three sub-markets are becoming more and more mature. This article uses the SCP paradigm to analyze the status quo of the online vacation sub-market, which is the strongest growth in online travel, and conducts an empirical study of online travel vacation industry OTA firms. With the market concentration continuously rising, the market entry barrier is high and the competition is fierce. Major OTA enterprises have all raised their market shares through price war, mergers and acquisitions and branding. In terms of market performance, most OTA enterprises have emerged except Ctrip Strategic loss, rich and diverse holiday products, technology continues to progress. Future online travel vacation market is still variable, online travel OTA need to continue to be, through innovative travel services and high-quality travel experience to win the market.