文档介绍：SWOT Matrix for Ctrip Opportunities Lower Fuel Costs Will Help Consumers Travel More Demand From Chinese Consumers of Travel Services Increase demand of overseas travel popularity of the e- commerce Threats low Market entry threshold petiton The emergence of short rental market what we learned from the industry trend and petitors a. customer experience & customer service, the anticipation about the customer needs b. differentiated marketing, the depth of the business (instead of width), precision marketing c. brand value, Interbrand 2014 most valuable brands China, d. Channel developed e. International petitors 1. customer: middle - and - high end customer (mainly focused on busienss and families) - tailored products 2. Organizational structure -- >customer - oriented 2. customer experience - customer service centre: more efficiently (than now) - website design -- >customer - oriented - agencies filtering (quality) 3. International services (travel abroad) - Visa - related product sets - high - end, brand value, international resources 4. niche market - cruise trips strengths weaknesses Outside of Just Travel Services - Could pany Risk Not strong outside of China Brand Name Within China is Strong High cost Dominate Local Market products and services of high degree of homogeneity Financial Leverage Over Rival Travel Firms in China Leading technolo