Cultural Tourism O2O Business Model Innovation-Case Analysis Based on CTRIP

It is absolutely not an accidental phenomenon that the development of Internet overlaps with boom of business model research. The emergence of the Internet has greatly promoted the development and study of business models. This article focuses on exploration of O2O business model innovation by analyzing the main type, evolution and driving factor of Chinese Internet business model, taking Ctrip as example. From social prospective, O2O business model improves value and feeling of customer experience as well as the operational efficiency of enterprise value chain and utilization efficiency of social resource. This article has also put forward what Ctrip can enlighten the development of tourism enterprise.