Jinlv Network News，China's leading tourism market research and consulting agency Jinlv Consulting recently released the "2014-2015 China Online Travel Market Research Report"，Report Display，2014，China’s tourism market transaction size is approximately 3.25 trillion yuan，Online penetration rate 11.3%。

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(1) Monitoring of online penetration rate of China’s tourism market in 2014

Jinlv Consulting--Jinlv Think Tank Monitoring Data Display，2014，China’s tourism market transaction size is 3.25 trillion yuan，A year-on-year increase of 10 compared with 2,947.5 billion yuan 188bet sports betting app download in 2013.3%，The online market size is approximately 367 billion yuan，A year-on-year increase of 45% compared to 252.2 billion yuan in 2013.6%，Online penetration rate 11.3%，compared to 8 in 2013.6%, an increase of nearly 3 percentage points。

Figure 1: Monitoring of online penetration rate of China’s tourism market in 2014

Jinlv Consulting analysis believes that the continuous expansion of China’s tourism consumption market is closely related to the improvement of domestic residents’ living standards，The increasing proportion of online channel transactions is due to the popularity of the Internet in China and tourists’ recognition of online travel services。

(2) Monitoring of China’s Online Travel Market Structure in 2014

Jinlv Consulting--Jinlv Think Tank Monitoring Data Display，2014，The total transaction volume of China’s online travel market is approximately 367 billion yuan。Markets in each segment，Online tickets、The market size of hotels and travel agencies is 231.7 billion yuan respectively、844.400 million yuan and 42.9 billion yuan，The proportion is about 63.1%、23% and 11.7%。Compare to 2013，The proportion of online air tickets and online travel 188bet Online Sports Betting and Casino social transactions increased slightly，The proportion of online hotel transactions has slightly decreased。

Figure 2: Monitoring of China’s Online Travel Market Structure in 2014

Jinlv Consulting analysis believes that the rapid growth of China’s online travel market transaction scale is not only due to the rapid popularization of the Internet，It relies more on the price advantage of online travel operators，Big promotion、Cash rebates and red envelopes and other promotions are directly related。

二、Analysis and Forecast of China’s Online Travel Market Operation Situation in 2015

Strong team consulting analysis thinks，2015，China’s online travel market presents the following characteristics:

The integration of online and offline travel agencies in the tourism market is accelerating: two-way integration of online travel agencies and offline travel agencies，While mutual benefit and win-win results arise, competition intensifies。

The proportion of mobile transactions is growing rapidly: affected by the rapid penetration of mobile Internet，And related tourism companies are increasing their marketing efforts on mobile devices，188bet online sports betting Mobile transactions in the online travel market are growing rapidly。

Large tourism companies gradually deploy upstream resources: expand upstream resources，The layout of the entire industry chain has become a trend。

Broad prospects for the development of tourism finance: use the advantages of finance to innovate and transform the tourism industry，Is one of the important directions for the future development of tourism enterprises。