Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Business Model of China's Online Tourism Industry

중국 온라인 관광업 비즈니스 모델에 관한 연구

  • Zang, Zhen (Graduate school of International studies, Dong-A University)
  • 장전 (동아대학교 국제학과)
  • Received : 2022.04.14
  • Accepted : 2022.05.20
  • Published : 2022.05.28
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Abstract

With the rapid development of the social economy and the continuous improvement of living standards, a favorable environment has been provided for the rapid development of the tourism industry. The highly developed Internet technology has provided people with more convenient online travel. With the rapid development of online tourism, tourism-related Internet businesses are also developing rapidly. This study first introduces the research background and significance of the study, and suggests the necessity of Ctrip's business model optimization study based on the development of social economy such as online tourism development hotspots and business model research issues. Ctrip explains the current status of research inside and outside the online travel industry and business model, in-depth introduction and analysis of related concepts and theories such as online travel and OTA business models, and expands them based on expert research. Several aspects such as insufficient Ctrip's existing business model, high current operating costs, major factors affecting suppliers, and slow development of new business were suggested, and alternatives were suggested to solve these problems. Ctrip maintained a sustainable competitive edge, including Ctrip's business model optimization strategy for value creation and innovation and Internet business model optimization strategy for customer value chains.

사회적경제의 급속한 발전과 지속적인 생활수준 향상으로 관광산업의 급속한 발전을 위해 유리한 환경이 마련되었다. 고도로 발달된 인터넷 기술은 사람들에게 더 편리한 온라인 여행을 제공했다. 온라인 관광이 빠르게 발전하면서 관광 관련 인터넷 사업도 빠르게 발전하고 있다. 본 연구는 우선 연구 배경과 연구 의의를 소개하고, 온라인 관광 개발 핫스팟, 비즈니스 모델 연구 이슈 등 사회적경제의 발전을 바탕으로 씨트립의 비즈니스 모델 최적화 연구의 필요성을 제시한다. 씨트립은 온라인 여행 산업 및 비즈니스 모델 내·외 연구 현황을 설명하고, 온라인 여행, OTA 비즈니스 모델 등 관련 개념과 이론을 심층적으로 소개·분석하고, 전문가 연구를 기반으로 확대한다. 씨트립의 기존 사업모델의 미흡, 높은 경상운영비, 공급업체의 큰 영향요인, 신사업 개발이 더딘 등 여러 측면이 제시되었고, 이를 해결하기 위한 대안이 제시되었다. 씨트립은 가치 창출과 혁신을 위한 씨트립의 비즈니스 모델 최적화 전략과 고객 가치사슬을 위한 인터넷 비즈니스 모델 최적화 전략 등 지속 가능한 경쟁 우위를 유지했다.

Keywords

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