会计学院知识库

我国在线旅游企业的发展方兴未艾，受行业交易特点的影响，在线旅游企业的现金流量较大，因此，如何更加有效的管理在线旅游企业的现金流就变得日益重要。现金流是为一个企业提供能量的不竭源泉，近年来各类企业愈加重视现金流，并勤于从各种途径探索管理之道。价值链理论因为像一张无形网络覆盖了企业的各个关键节点，所以逐渐被企业管理者关注、重视和应用。现金流像“血液”，价值链似“骨架”，二者结合，相得益彰，可以在一定程度上突破现金流管理的局限性，开启企业价值创造的新局面。

通过采用理论和案例相结合的方法，将携程旅行网作为案例企业，研究基于价值链的在线旅游企业的现金流管理。即基于价值链和现金流相关理论，应用会计知识，以在线旅游企业为主体，对携程旅行网2017—2019年的相关数据进行了详细分析，研究了携程旅行网在价值链下的现金流管理。具体内容如下：首先是理论分析，对价值链理论和现金流管理进行阐明，并辨析二者的关系；其次是案例研究，先从三大现金流活动出发分析携程旅行网的现金管理现状，再从内部、纵向、横向三个价值链角度切入，对携程旅行网的现金流管理进行深入分析研究，发现携程旅行网在2017—2019年的现金流管理总体较好。，但是在三个价值链方面其现金流管理分别存在预算、循环以及行业竞争方面的问题；最后是建议与不足，针对携程旅行网存在的问题提出相应的优化建议，希望能对携程旅行网以及同类型在线旅游企业的现金流管理提供一定的参考。

The development of online travel companies in my country is in the ascendant. Affected by the characteristics of industry transactions, the cash flow of online travel companies is relatively large. Therefore, how to more effectively manage the cash flow of online travel companies has become increasingly important. Cash flow is an inexhaustible source of energy for an enterprise. In recent years, various enterprises have paid more and more attention to cash flow and are diligent in exploring management methods from various channels. Because value chain theory covers all key nodes of an enterprise like an invisible network, it has gradually been paid attention, valued and applied by enterprise managers. Cash flow is like "blood" and value chain is like "skeleton". The combination of the two and complement each other can break through the limitations of cash flow management to a certain extent and open up a new situation for corporate value creation.

This article adopts the method of combining theory and case, Taking Ctrip as a case enterprise, To study the cash flow management of online travel companies based on the value chain. That is based on the theory of value chain and cash flow, Apply accounting knowledge, With online travel companies as the main body, Conducted a detailed analysis of the relevant data of Ctrip from 2017 to 2019, Studied the cash flow management of Ctrip in the value chain. The specific content is as follows: The first is theoretical analysis, To clarify the value chain theory and cash flow management, And analyze the relationship between the two; followed by case studies, First analyze the current cash management status of Ctrip from the three major cash flow activities, And then from the inside, Vertical, Cut through the three value chain perspectives horizontally, To conduct in-depth analysis and research on the cash flow management of Ctrip, Found that Ctrip's cash flow management in 2017-2019 was generally better, But the cash flow management of the three value chains has problems in budget, circulation and industry competition. Finally, there are suggestions and deficiencies, And put forward corresponding optimization suggestions for the problems of Ctrip, I hope to provide some reference for the cash flow management of Ctrip and similar online travel companies.