DOI: 10.36347/sjebm.2018.v05i11.010

Pages: 1065-1070

In an open environment, acquiring and deploying valuable, rare, costly to imitate and the organized to capture value resources(VRIO) has become an important breakthrough for online travel agency to nurture and develop long-term competitive advantages. Based on the analysis of the characteristics of OTA business and resources, this paper studies the resource integration model of Ctrip. The results show that Ctrip has adopted different resource integration modles at different stages, and the resource integration model presents the evolutionary rule of “stabilizing–enriching–pioneering”.