旅游“新零售”背景下在线旅游运营模式——以携程旅行网为例  

Research on the Operational Model of Online Tourism(OTA)under the Background of New Retail Tourism——A Case Study of Ctrip

作　　者：狄蓉[1,2] 曹静 赵袁军 Di Rong;Cao Jing;Zhao Yuan-jun(Shanghai Business School,Shanghai 201400,China;Special Researcher of Capital Circulation Research Base,Beijing 102488,China;Shanghai Lixin University of Accounting and Finance,Shanghai 201209,China;Donghua University,Shanghai 200051,China)

机构地区：[1]上海商学院管理学院,上海市201400 [2]首都流通研究基地,北京市102488 [3]上海立信会计金融学院工商管理学院,上海市201209 [4]东华大学旭日工商管理学院,上海市200051

出　　处：《中国流通经济》2019年第7期45-52,共8页China Business and Market

基　　金：北京市哲学社会科学首都流通业研究基地开放课题“数字经济时代首都零售业商业模式创新发展研究”(JDKFKT-2019-YB-03);上海市一流本科零售业管理专业建设项目

摘　　要：旅游“新零售”是以物联网、互联网、大数据、人工智能为背景,面向全渠道消费者群体,提供全体验、全品类、全渠道、全时段旅游产品和服务的新兴零售模式。旅游“新零售”的核心竞争力在于其运营效率、优质服务、客户体验和人工智能。旅游“新零售”背景下,要改变传统线上与线下分离的状态,应进一步推动在线旅游(OTA)线上线下与智慧物流融合的运营模式。在线旅游行业领先者携程旅行网“新零售”的经验表明,有必要使消费者能够通过线上选购与门店选购两种方式进行产品和服务选择,以消费者为中心通过大数据重构人、货、场,深入挖掘携程旅行网面向消费者、面向运营、面向供应商的零售运营模式与供应链模式,在供应链网络中整合数据流、信息流、资金流、服务流和物流并实现统一,在互联网+旅游服务平台上实现全渠道融合的物流网络,同时在“新零售”生态系统中对线上线下各参与主体进行创新整合。而为了更好地满足消费者需求,在线旅游企业在运营过程中必须以消费者为中心,从形式、体验、内容入手打造特色产品和服务。具体来讲就是,一要实现数字化业务流程,提高运营标准水平;二要挖掘并满足消费者个性化定制化需求;三要以消费者为中心,由运营产品向运营顾客改变;四要实现线上线下一体化,大幅提高旅游企业运营效率。"New tourism retailing" is based on the background of Internet,Internet of Things,big data and artificial intelligence,especially for omni-channel customer group. It is a full experience,full category,full channel and full time emerging retail model. The core competitiveness of the new tourism retailing is its operational efficiency,quality service, customer experience and artificial intelligence. The authors discuss the operation mode of online and offline integration of online travel(OTA)under the background of "New tourism retailing",Changing the traditional state of separation between on-line and off-line and taking Ctrip as an example to discuss its retailing operation mode and supply chain mode. It is pointed out that customers can choose products and services through online shopping and store shopping,reconstruct people,goods and market scenarios with customer-centered data,and deeply excavate Ctrip's retail operation mode and supply chain mode for customers, operations and suppliers. In the supply chain network,it can integrate data flow,information flow,capital flow,service flow and logistics,and realize the full channel integration logistics network on the Internet + tourism service platform. At the same time,it can innovatively integrate online and offline participants in the "new retail" ecosystem. To better meet customers’requirement, online tourism enterprises should take customers as the center,and create more products and service in terms of pattern, experience,and contents. Specifically speaking,they should,first,realize digital operation process,and improve the level of operational standard;second,they should explore and meet more customized demand;third,they should change from taking product as the core to taking customers as the core;and fourth,they should realize the O2O integration,and significantly increase the operational efficiency of tourism enterprises.

关 键 词：旅游“新零售” 运营模式 供应链 携程旅行网 

分 类 号：F724.2[经济管理—产业经济]