作為中國大陸最大的在線旅行服務商(Online Travel Agent, OTA)，攜程也是全世界最主要的OTA企業之一，它佔中國大陸約3%的總旅遊市場佔有率，以及超過一半的在線旅遊市場佔有率。其主要業務包括酒店預訂(Hotel reservation)、機票(Air ticketing)、度假業務(Package tours)以及商旅(Corporate travel)四大業務模塊。本個案探討在高度競爭且複雜變化的互聯網市場，企業如何利用組織的能力去理解外部複雜的環境，並產生相應的策略。藉由該個案的討論，讓學生瞭解企業如何在不同的發展階段以及變動的競爭格局、消費者偏好之下，製定價格策略以及通路平臺商業模式的選擇。

As a leading Online Travel Agent (OTA) in China, Ctrip.com is one of the major OTAs in the world. It has maintained a 3% to 4% market share in overall travel categories in China, and a greater than 50% market share in the online travel agency segment. Ctrip provides services for accommodation reservation, transportation ticketing, package tours, and corporate travel management through an advanced transaction and service platform consisting of its mobile apps, Internet websites, and centralized, toll-free, 24-hour customer service center. The purpose of this case study is to discuss how to leverage organizational capabilities to understand external environment and develop an appropriated strategy in hyper-competitive market. Through the discussion of Ctrip’s case, students would have a basic knowledge about how to develop pricing strategy and business model of a retailing channel in responding the dynamic competitive marketplace and the changing consumer preference.