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.文献出处：U Gretzel. The business model innovation of online travel in E-commerce environment J. Tourism management, 2015, 31(2): 179-188.原文The business model innovation of online travel in E-commerce environmentU GretzelAbstractOnline travel industry as the combination of tourism and the Internet, have different characteristics with the traditional tourism. In this process, the Internet is always playing an important role in the world. With the progress of the society, the Internet technology perfect fusion together with the traditional commerce, has given rise to a new economic form, namely the electronic commerce. Electronic commerce appeared was penetrated into society at an alarming rate of all walks of life, to bring all walks of life the subversive, new changes. The speeding up of the modernization process, making online travel services and online travel services business model also have different characteristics and features.Keywords: e-commerce, online travel, business model1 IntroductionCompared with a previous any technological revolution in the computer network is widely used for the symbol of the social impact of modern science and technology revolution in both depth and breadth is unprecedented, it is in the human into the information age also created a new industry, information technology industry. Electronic commerce if it shows strong vitality and influence, its impact on the society as a whole both in breadth and in depth are far more than any time before the scientific and technological achievements. On the one hand, it forced firms to transfer the line of sight to the traditional business constraints, across the existing competition boundaries to create a new market. On the other hand, it also create conditions for the adjustment of enterprise business model. Enterprise business model, its essence is business model design and implementation of business model of systemic framework and tools. Therefore, in this with differentiation, personalized for the demand of the mainstream market environment, companies can create, practice its strategy is essentially refers to the enterprise business model innovation is valid.The biggest characteristic is to customers of tourism demand elasticity, sensitive to the environment. The penetration of the thorough application of the Internet and e-commerce is bound to have a significant impact on the development of the industry. Therefore, the enterprise can be in a whole new perspective of business model innovation as the starting point is the access to resources, improve ability and the key to achieve strategic competitive advantage.2 Literature reviewThe rise of online travel services and development, and changed from the wooden curve of the development of tourism industry and tourism enterprises operating mode and business process, influence is more, I want to focus ten online travel service management, the relationship of relevant interest groups, business model, sales, and pure way, successful experience and the development trend of the future.Fesenraaier (2008) analyzed the business situation and business models. Think there are three kinds of operation mode: general tourist information service website, online travel booking service agents, travel service and travel products suppliers directly. Analyzes the travel website works in the United States, the U.S. travel sites is the brand cooperation, preferential prices, the network marketing, service fees and other measures to boost profits.Sigak (2007) discusses the social network such as the use and management of new technology of web 2.0, web 2.0 combined with online travel is a new innovation, will set up a new online travel business model, the use and management of web 2.0 will be to influence business decisions.Reuver, etc. (2008) studied the importance of online travel website domain name online, online domain influence consumer concern for its tourism website on the Internet, analyze the importance of the search engines influence on online travel and tourism search engine.Olson (2010) through the travel sites, travel sites users and tourism service providers to three aspects of survey, reveals the most is a regional tourist destination travel website supplier organization, provides comprehensive local tourism information and online services. Analyzed the users satisfaction, discuss the obstacles for realizing the online travel service lies in technology and finance, Internet speed is slow and high cost, and put forward the possible methods to improve the quality of service of online travel.Terwiech (2005) studied the NYOP consumer behavior, analysis to simulate the NYOP intermediate distributors and bargaining between a group of consumers buying and selling model.NYOP middlemen to accept potential buyers choose to accept or reject after quotation. Bargain buying and selling model through price discrimination to show us how to use this NYOP business model set limits the price the retailer and get a better profit.Fay (2004) studied the NYOP business model of repeated issue quotation. Enterprises single bid of Priceline it may cause repeated bidding procurement, paper studies the limit consumer the behavior is not conducive to the number of bid NYOP companys profits. Results show that the number of repeat for the impact on the profit is not unified, too high and too low will repeat to NYOP bidding behavior and the impact on profits.3 Online travel enterprise business model analyses3.1 The summary of online travel related3.1.1 The meaning of online travelOnline tourism is refers to the use of the Internet technology route query reservation and travel products, online services and other related tourism products, include sharing tourism process through the network or tourist experience, and the interactions between passengers. Specific include: tourism and the corresponding prepared; ongoing interaction and tourism after the sharing and review. In general, the online travel is the travel service industry and the combination of electronic commerce, with the online to serve tourism, and got a new forms of operation in the service industry, in a narrow sense, tourism electronic commerce, broadly speaking is the online travel industry chain.3.1.2 The characteristics of online travelDepending on the technology of online travel refers to the network through online access and booking travel products, and can travel through the network to share or travel experience. Online travel and primarily due to the traditional tourism mode and refer to the difference of information, not in addition to no other difference. Online travel service is a kind of means, through the Internet or mobile Internet to facilitate everybody. No matter traditional website is now online travel agency, is with the nature of the agents, provide passengers with scenic area as the center of the related tourism products experience, the ultimate goal of all of them is to get benefits, to maximize profit.Online travel cost is low; the travel agency for the launch of advertising is increased, but the return on investment is small. It can take advantage of the Internet, reducing the costs of tourist information filtering. Through the vertical search engine, users can learn different price differences, price-sensitive online users will be able to buy relatively cheap travel products, as a result, passengers can travel through online channels to get product price, price advantage. Online travel to maximize the integration of the world in the fan of tourist information, diversified services to realized. Mobile network application is breakthrough space constraints, promoted the growth of online travel. The travel speed of network marketing, transmission range is wide, advertising effect is obvious. Tourism product differentiation, service content, the advantage of diversity and tourism users do not need to on-the-spot investigation, can through online access to other tourists travel information sharing. Network interactive advantage user confidence is in the tourism product, the tourism become a group of potential customers.3.2 The online travel business model and its operationOnline travel market size, and has huge potential, online travel companies in competition, many different kinds of business models, and to diversify its business model include:The agent service is business model. See this business model is more. The online travel companies act as the role of intermediate distributors, provide trading services for users and product suppliers, and draw a certain proportion in the trading commission. The business model of the lower trading revenues, but the income is stable.Single reservation mode, subdividing the individual content of tourism experience, have special only responsible for hotel reservation website, only responsible for car rental Booking website and only make a reservation for flight Booking website, etc., such as hotel reservation services only Agora and Booking, etc., only provide Avis car rental service.Social media everything is business model. The model through the Internet for reviews of tour and travel guides, tourism information sharing, novel share gathered a large number of the target group of social interaction, produce traffic, at the same time use the display of the contents and advertisements in mass effect, its main source of profits is content display and ads. This new online is travel enterprise profit model with Trbadvisor.com on behalf of the enterprise.Users bid mode is namely the NYOP business model. The business model pioneered in the United States, the main business hotel reservation, ticket booking, tankers, car rental and destination scenic area cooperation business, with the product quantity and relatively fixed price to get the corresponding goods, online travel service providers as intermediate distributors have pricing power, provide fuzzy information to consumers, the asymmetric information of earn commodity price bidding behavior. Income is higher; the model of single deal main profit source is the product of the difference.E-commerce development model is online tourism Commodity Exchange acceleration, goods online mall. Due to the traditional tourism holds the proportion of the resources, the advantage of electric business model makes the traditional travel agencies to consider online services, using the offline products online sales network, both online and offline sales channels. Tourism market in the future, there will be no difference between traditional tourism and online travel sites, online travel companies to offline channels, and traditional tourism enterprises start to online service channel, tourism enterprises double channels of the online and offline two-way integration of the business model inevitable trend. Related business model a relatively stable earnings, due to the power of the web, price difference is not obvious, profit space is small.4 ConclusionsOnline travel industry is the development trend of intelligent tourism and social services, so the development of online travel service business model to the intelligent and high quality of service development. Information to continue to strengthen, the advantages of using new technology to adapt to the needs of social development, meet peoples needs, intelligent is means. Tourism is a service industry experience, the ultimate purpose is to improve the service and customer satisfaction, information into a consumer experience, no matter how tourism landscape changes, to serve the community for the purpose. Future, information technology will further development, the development of the online travel industry chain are built on the basis of the mobile network to develop, the online travel service from the user needs to have the necessary quality of service, moreover also requires attention to two-way integration of online and offline business.译文电子商务环境下的在线旅游模式创新U Gretzel摘要在线旅游业作为旅游业与互联网的结合,有着与传统旅游业不同的特点。在此过程中,互联网始终扮演着举足轻重的角色。随着社会的进步,互联网技术与传统商务完美融合在一起，催生了一种全新的经济形态,即电子商务。电子商务一出现就以惊人的速度渗透到社会的各行各业,给各行各业带了颠覆性的、全新的变化。现代化进程的加快,使得在线旅游服务和在线旅游服务商业模式也有着不同的特点和特征。关键词：电子商务，在线旅游，商业模式1引言与以往的任何一次科技革命相比,以计算机网络广泛应用为标志的现代科技革命对社会的影响无论是在深度上还是广度上都是史无前例的,它在把人类带入了信息时代的同时也缔造了一个全新的产业信息技术产业。电子商务一经出现就显示了极强的生命力和影响力,它对整个社会的影响无论是在广度还是在深度上都远远超过了之前的任何一次科技成就。一方面,它迫使企业将视线转移到传统的商战限制性因素之外,跨越现有的竞争界限去开创全新的市场。另一方面,它也为企业商业模式的调整创造了条件。企业的商业模式,其本质是设计商业模式并实施商业模式的系统性框架和工具。因此,在这个以差异化、个性化为主流的需求市场环境下,企业能否开创、实践其战略实质上是指企业的商业模式创新是否有效。旅游业的最大的特点就是客户需求弹性大、对外界环境敏感。互联网的深入应用以及电子商务的渗透必定会对整个行业的发展产生巨大的影响。因此,企业能否以全新的视角把商业模式创新作为出发点是企业能否获得资源、提升能力并进一步取得战略竞争优势的关键所在。2文献综述在线旅行服务的兴起与发展,从根木上改变了旅游业的发展曲线与旅游企业的操作方式及业务流程,影响较多,主要集中十在线旅行服务的经营情况、相关利益群体的关系、商业模式、销售柒道、成功经验及未来的发展趋势。Fesenraaier (2008)分析了经营情况和商业模式。认为运营模式有三类:一般旅游信息服务网站、在线旅游预订服务代理商、旅游服务和旅游商品的直接供应商。分析了美国旅游网站的运作方式,美国旅游网站多是以品牌合作、降价优惠、网络营销广告、服务佣金等措施提升利润。Sigak等(2007)探讨了社会化网络新技术web 2.0的使用和管理,web 2.0与在线旅游结合是一种新的创新,将开辟全新的在线旅游商业模式,web 2.0的使用和管理会对企业决策产生影响。Reuver等(2008)研究了在线旅游网站在线域名的重要性,在线域名影响消费者对其旅游网站在互联网上的关注程度,分析搜索引擎的重要性及旅游搜索引擎对在线旅游的影响。Olson（2010）通过对旅游网站,旅游网站用户和旅游网站服务供应商三个方面的调查,揭示了多数旅游网站供应商是区域性的旅游目的地组织,提供全面的当地旅游信息和在线服务。分析了用户的满意程度,讨论实现网上旅游服务的障碍主要在于技术和财务,上网速度慢且费用高,并提出可能的方法来提升在线旅游的服务质量。Terwiech（2005 )研究了 NYOP的消费者行为,分析模拟了 NYOP中间销售商和一组消费者之间讨价还价的买卖模型。NYOP中间商接受潜在买家的报价后选择接受或拒绝。讨价还价的买卖模型通过价格歧视向我们展示如何利用这种NYOP商业模式设定限制价格并获得较优的零售商利润。Fay (2004)研究了 NYOP商业模式的重复报价问题。Priceline企业的单次出价的限制可能会导致部分重复的招标采购,论文研究了限制消费者出价次数的行为是否不利于NYOP公司的利润获取。结果表明重复竞价的次数对利润的影响并不统一,过高和过低的竞价都会致NYOP的重复竞价行为,并对利润产生影响。3在线旅游企业商业模式分析3.1在线旅游相关概述3.1.1在线旅游的含义在线旅游是指利用互联网技术进行旅游路线查询和旅游产品预定,及其他相关旅游产品的在线服务,还包括通过网络分享旅游过程或旅游经验、旅客间的互动等。具体包括：旅游及相应的行前准备；旅游进行中的互动以及旅游结束后的分享和点评。综合来讲，在线旅游就是把旅游服务业与电子商务相结合,用“在线”来为“旅游”服务,从而得到了一个新的服务业态,狭义上讲就是旅游电子商务,广义上来讲就是在线旅游产业链。3.1.2在线旅游的特点在线旅游是指以网络技术为依托,通过在线网络查阅和预订旅游产品,并可以通过网络分享旅游或旅行经验。在线旅游和传统的旅游主要是预订方式和查阅信息的区别,没除此之外没有其他任何的区别。在线旅游是一种服务手段,通过网络或移动互联网来方便大家。不论传统的旅行社还是现在的在线旅游网站,都是具有代理中介的性质,提供旅客以景区为中心的相关旅游产品体验服务,它们的最终目的都是获取利益,达到利润最大化。在线旅游业成本低;旅行社对于广告的投放日趋加大,但投资回报率却较小。它能利用互联网的优势,降低了旅游者的信息筛选成本。通过垂直搜索引擎,旅游用户可以了解到不同的价格差异,对价格敏感的在线用户能够买到相对比较便宜的旅游产品,因此,旅客可以通过在线途径获得旅游产品价格的认知,获得价格的优势。在线旅游能以最大限度的整合世界范刚内的旅游资讯,进行差异化多元化的服务。移动网络的应用更是突破了空间限制,促进了在线旅游业的发展。网络营销的传播速度快,传播幅度广,广告宣传效果明显。旅游产品差异化、服务内容多样性的优势。旅游用户不需要实地考察,就可以通过在线网络获取其他游客分享的旅游信息。网络的互动优势加深了旅游用户对旅游产品的信任,成为潜在顾客群。3.2在线旅游的商业模式及其运营在线旅游市场的规模庞大,且有着巨大潜力,在线旅游企业纷纷展开竞争,多种各样的商业模式出现,并向多样化发展，其商业模式包括：代理商服务商业模式。这种商业模式比较多见,在线旅游企业充当着中间销售商的角色,为用户和产品供应商提供交易服务,同时在交易中提取一定比例的佣金。这种商业模式的交易营业收入较低,但是收益稳定。单一预定模式,将旅游体验的各个内容进行细分,有专门只负责酒店预定的网站、只负责租车预定的网站和只预定订机票的网站等,如只提供酒店预定服务的Agoda和Booking等,只提供租车服务的Avis。社交媒体化的商业模式。该模式通过互联网进行旅游点评和游记攻略等旅游信息的分享,新颖的社交互动分享聚集大量的目标群,产生流量,同时利用聚众效应进行内容展示和广告植入,其主要利润就来源于内容展示与广告植入。此新型在线旅游企业盈利模式的代表企业有Trbadvisor.com。用户自主出价模式,即NYOP商业模式。该商业模式首创于美国,主要经营酒店预定、机票预定、油轮和汽车租赁以及目的地景区合作等业务,以相对固定的产品量和价格获得相应的商品,在线旅游服务商作为中间销售商拥有定价权利,向消费者提供模糊信息,利不对称信息的竞价拍卖行为赚取商品差价。该模式单笔交易的收益比较高,主要利润来源是产品的差价。电子商务发展模式,线上线下旅游商品交融加速,商品在线商城化。由于传统旅游业掌握着较人比例的资源,电商模式的优势使得传统旅行社考虑在线化服务,利用网络把线下产品线上销售,实现线上和线下的双渠道销售。在今后的旅游市场,将不会有传统旅游和在线旅游网站的区别,在线旅游企业向线下渠道进行 展,而传统旅游企业 始向线上服务渠道延伸,旅游企业的线上和线下双向融合的双渠道经营模式足必然趋势。屯子商务模式的盈利比较稳定,由于网络的力量,价格差异不明显,盈利空间较小。4结论在线旅游业的发展趋势是智能旅游和社会服务,那么在线旅游服务商业模式的发展也要向智能化和高质量的服务发展。信息化的优势要继续加强,利用新的技术适应社会发展的需要,满足人们的需求,智能化是手段。旅游业是服务体验行业,最终的目的就是提高服务和消费者满意度,信息化为消费者体验服务,不论旅游格局如何变化,都要以服务社会为目的。未来,信息化技术将进一步发展,在线旅游产业链的发展都是建立在移动网络大力发展的基础上,在线旅游服务从用户需求出发要有必要的服务质量,此外还要求关注线上和线下的双向融合经营。.
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