Research on the Business Model Innovation in Online Tourism Services: A Case Study of Ctrip

With great potential, the industry of online travel services is an important product of Internet development and the diversification of the tourism market. Only through innovation in the business model can an online travel service company occupy a place on the online travel market. This paper analyzes in detail the organization and innovative ideas of the business model of online travel service companies by taking Ctrip as the object for the case study. Adopting the business model canvas to analyze its business model, the paper finally concludes four perspectives, namely concentration on differentiated development, establishment of a perfect service system, improvement on technological competence, multi-dimensional channels both online and offline and reinforce the establishment of key resources, which all contribute to a business model chain of the online travel service company, thus promoting the sound development of China's online travel service market.