CAJ | 학술논문

在线旅游企业的商业模式创新引起业界和学界的广泛关注。本文将在线旅游企业的商业模式分为三类，即：综合超市模式、搜索引擎模式、专业化模式，并以携程旅行网、去哪儿网、途家网为例对三种商业模式的创新路径进行了分析。本文认为，大型在线旅游企业正选择一站式线上旅行平台的商业模式创新方向，并逐渐成为旅游产品供应链的领导者；而中小在线旅游企业则走专业化的道路，成为旅游产品供应链上不可分割的一环。
재선여유기업적상업모식창신인기업계화학계적엄범관주。본문장재선여유기업적상업모식분위삼류，즉：종합초시모식、수색인경모식、전업화모식，병이휴정여행망、거나인망、도가망위례대삼충상업모식적창신로경진행료분석。본문인위，대형재선여유기업정선택일참식선상여행평태적상업모식창신방향，병축점성위여유산품공응련적령도자；이중소재선여유기업칙주전업화적도로，성위여유산품공응련상불가분할적일배。
The business models innovation of online travel companies has drawn extensive attention from the industry and academia. This paper divides the business models of online travel companies into three categories, namely, Comprehensive Supermarket Model, Search Engine Model and Professionalization Model and taking Ctrip.Com, Qunar.Com and TuJia.Com as examples, analyzes the innovation path of these three business models. The paper believes that large-sized online travel companies are choosing the business model innovation of one-stop online travel platform and gradually becoming the leader of the tourism product supply chain;while middle and small-sized online travel companies are choosing the professionalization path and becoming an indivisible part of the tourism product supply chain.