近年来,受“互联网+”的影响,传统旅游企业遭受巨大冲击,在线旅游企业带来了实时的多样化旅游产品和服务。但除了专营战略的小型在线旅游企业,其余的差别并不大。因此,基于旅游生态位理论,以同程旅游为例,契合生态发展大背景,将其作为在线旅游企业的缩影,在旅游产品和服务杂乱的现状下剖析多元化战略,从旅游生态位的分化、拓展与扩大方面来引出具体的在线旅游企业错位经营、价值创新与资源扩充战略,并以此为选择来推动在线旅游企业的创新整合。 In recent years, the impact of “Internet + ”, the traditional tourism enterprises have suffered a huge impact, online travel enterprises to bring real-time diversified travel products and services. But the difference is not that much except for the small online travel franchise franchise. Therefore, based on the theory of tourism niche, taking the same-distance tourism as an example, taking the background of ecological development as a microcosm of online tourism enterprises, we analyze the diversification strategy under the current situation of cluttered tourism products and services. From the perspective of tourism niche differentiation , Expand and expand to draw specific online travel business dislocation management, value innovation and resource expansion strategy, and as an alternative to promote the innovation and integration of online travel enterprises.