The Financial Data AnalysisCtrip 制作人：ContentI. COMPANY OVERVIE. 3 II. CTRIPS SOURSE OF INCOME 3 III. SUMMARY OF ACCOUNTING AND FINANCIAL INFORMATION 4IV. CODA 9V. References 10I. COMPANY OVERVIEWCtrip.com International, Ltd. is a leading travel service provider that offers hotel reservations, airline tickets and packaged tours to business and leisure travelers in China. Ctrip aggregates information on hotels, flights and vacation packages, and enable the customers to make informed and cost-effective travel bookings. Ctrip targets primarily frequent independent travelers in China who do not travel in group. These travelers form a traditionally under-served yet fast-growing segment of the China travel industry.II. CTRIPS SOURSE OF INCOME(1) Hotel booking agency fee, which is the main source of profit Ctrip. While Ctrip also clear front-line payment and pay the difference, but most of the hotel front desk only to the destination that payment method. So, Ctrips hotel booking agency costs is basically the profit from the destination hotel discounts in return obtained;(2) Ticket booking fee, which is the booking fee from the customer to obtain, is equal to the customer booking fee and airline ticket price difference;(3) Walks in the hotel and business travel, air ticket booking agency fees, the income approach is consistent with the previous two;(4) Online advertising;III. SUMMARY OF ACCOUNTING AND FINANCIAL INFORMATION朗Ctrip financial analysis20102009increaseIncome StatementTotal income2,881.231,988.0144.93%Gross profit2,255.971,537.4046.74%Net profit1,048.07658.9759.05%Balance SheetCurrent assets4,570.912,306.3098.19%Total assets8,116.204,156.7695.25%Current liabilities1,880.901,158.5462.35%Total liabilities2,012.511,231.7163.39%Equity6,103.692,925.05108.67%Cash FlowNet profit1,051.99666.7757.77%Operating activities1,550.221,027.5950.86%investing activities-2,440.40-762.37220.11%financing activities1,625.3596.861578.04%Net Change in Cash719.32364.7997.19%Through the table above， we can see that, in 2010 Ctrips revenues grew by 44.93%, indicating the scale of the business has expanded. Well-controlled operating costs resulted in the growth of gross margin rate, etc, reasonable cost control ultimately lead the net profit increased by 59.05%, which a great symbol of companys good condition.Finance Index analysisCtrip2010Ctrip2009IncreaseMain index entryCurrent ratio2.43 1.99 0.22 Current Assets Turnover0.84 0.86 -0.03 Net profit margin35.31%34.22%3.19%Operating margin37.13%36.59%1.48%Return on average assets4.11%16.06%-74.41%Return on average equity20.32%3.22%531.06%Every dollar of operating profit margin, said net sales revenue in looking for, the higher the ratio, indicating the charge through the ability to expand sales to get stronger. Enterprises in their efforts to expand sales, increase the amount of sales revenue, while management must be improved to reduce costs, to a corresponding increase in net profit, the sales volume remained unchanged or increased. From the table data showed net sales relatively stable, indicating the relatively stable business conditions, market competitive, but also into a rising trend, with an average return on equity is high, indicating the companys growth potentialCtrip and eLong integrated financial index analysisCtrip2010ELong2010Ctrip2009ELong2009Main index entryCurrent ratio2.43 1.63 1.99 1.30 Current Assets Turnover0.84 2.67 0.86 1.08 Net profit margin35.31%4.03%34.22%3.18%Operating margin37.13%9.19%36.59%9.58%Return on average assets4.11%1.68%16.06%0.33%Return on average equity20.32%1.93%3.22%0.54%显示对应的拉丁字符的拼音字典IV. CodaAll above, Ctrip is a well-known enterprise which is obviously better than Elong from the data. Moreover, The quality of life and travel services,today ,is advocated.Its that to say, the quality of service and convenient travel are more and more important. Ctrip has realized this early. They have paid attention to keep better quality of service products.From the analysis above，we can see that, in 2010 ，Ctrips revenue have a great growth , indicating the scale of the business has expanded. Well-controlled operating costs resulted in the growth of gross margin rate, etc, reasonable cost control ultimately lead the increase of net profit , which a great symbol of companys good condition.V. References Ctrip annual reports： 2009，2010Data Source：