业界对低价战存尖锐争议，有业者认为OTA（在线旅游分销商）自行贴钱促销是让价格回归理性，让市场平均毛利得以平衡之举，但有关专家则认为，过分恶性低价战会严重伤害整个行业的盈利性。

Low price wars in the industry with sharp dispute，Have industry think OTA（Online travel distributors）To TieQian promotion is to return to rational price，Let the market average margin to balance the lift，But the experts say，Too low price wars will seriously damage malignant the industry's profitability。

促销成本转移至OTA Promotion costs transferred to the OTA

　　昨日，一则有关去哪儿被投诉指“超值自由飞”产品欺骗消费者，购买后迟迟无法预订座位，并拖延退款期长达几个月。对此，去哪儿表示，该产品以售券形式运作，假如有效期内无法抢到低价机票，则会在15个工作日内退款，而上述纠纷退款等事宜已处理完毕。

yesterday，A where is the complaint refers to“Value freedom fly”Product consumer fraud，After purchase slowly was unable to reserve a seat，And delay a refund period for several months。this，Where to say，The products to sell coupon form operation，If the effective period can not catch to low-priced tickets，Will, within 15 working days for a refund，The dispute has done with this refund issues, etc。

　　记者在采访中了解到，OTA近期有不少被指低价难以获得的问题，这背后是由于进入暑假旺季，各大OTA火拼价格后，导致有一部分产品或许难尽如人意。

Reporter in an interview to understand，There are many referred to recent OTA low price of the elusive problem，This is due to the summer vacation season in behind，Each big OTA bankruptsrobbers after prices，Lead to have part of the product might difficult satisfactory。

　　但与以往大相径庭的是，今年7月旺季促销幅度空前巨大，且这些OTA促销的模式从现在起有了巨大转变。

But with a much different ever is，July peak season an unprecedented range promotion，And these OTA marketing model from now on there have been great changes。

　　“以往一般都是供应商，即酒店方承担营销成本，贴钱让利来做促销，OTA是照赚不误的，可这一轮的OTA集体大降价大多都是由OTA自己承担。”去哪儿副总裁戴政指出。

“Previous are generally suppliers，That hotel party shall bear the cost of marketing，TieQian concessions to do the promotion，OTA as make not by accident，Can this round of OTA collective sale is mostly by OTA bear。”Where to vice President DaiZheng points out。

　　记者注意到，携程7月开始酒店、机票、旅游度假全面大幅度降价，而这是由携程自己补贴投入数亿元运作的。而一向低调的芒果网则投入8000万现金补贴，启动“酒店狂欢节”，欲以“凶悍”的促销活动将价格战推向纵深。

Reporters noticed that，Those who hold July hotel、ticket、Tourist comprehensive greatly reduce the price，And this is their subsidies by electronic investing hundreds of millions of dollars of operation。And always low-key mango nets is put into 80 million cash subsidies，start“The hotel carnival”，You want to use“valhallan”The sales promotion activity will price war to the depth。

　　“现在随着市场增速的放缓和去哪儿、酷讯、途牛等新竞争者的加入，客源争夺越来越激烈，如果还是坚守高价，则无疑会失去客源，所以我们即便是自己贴钱也要争夺客人。”芒果网有关负责人方银河坦言。

“Now, with the slowdown in the market segment and where to go、Cool-、Cattle and other new competitors way to join，Passengers for more and more fierce，If still stick to high prices，It will undoubtedly lose the passengers，So we even his TieQian also fought for the guests。”Mango nets a head of the party said the Milky Way。

　　业内指出，在佣金模式下，携程打价格战只会摊薄利润，但严峻形势下，携程也只能一改常态进行促销，近期携程董事长梁建章接受《第一财经日报》专访时也坦言：今后会多推薄利润多销产品。

The points out that，The commission mode，Ctrip.com price war will only be diluted profits，But the serious situation，Also can change the normal ctrip.com promotions，Those who hold the chairman LiangJianZhang accept recently《The first financial daily》Interview with also said：In the future will be more thin profit push more sells the product。

　　让OTA不得不贴钱的另一个原因与酒店有关。以往不少酒店因为分销能力差而依赖于OTA，但如今一些具有品牌和资金实力的酒店自己加强直销，甚至成立自己的电商预订平台，这也使OTA无法再让一部分强势酒店承担促销成本。比如锦江之星日前要求OTA停止旗下酒店预订返现，且锦江系已成立自己的电商平台。

Let OTA had to TieQian another reason for the relevant with the hotel。Past many hotel because distribution ability is poor and dependent on OTA，But now some have brand and financial strength of the hotel to strengthen their direct marketing，Even set up their own electricity traders reservation platform，This also makes OTA can't let again for the strong part of the promotion costs。Such as the star of the jinjiang before its hotel reservation request OTA stop return now，And jinjiang department already set up their own electricity business platform。

低价战备受争议 Low price war readiness controversial

　　究竟低价战对不对呢？这在业内有截然不同的反应。

Low price war right? What？This in the industry there are quite different reaction。

　　有部分OTA业者认为，低价战的确会摊薄利润，但对于整体行业来说是理性价格的回归。“有些具有垄断性的OTA，其毛利率非常高，假如说行业水平是10%，则垄断者可达30%，这部分不合理的高价就转嫁给了消费者，现在由于市场竞争激烈，其只能牺牲一部分利润来保住客源，尽管其自身利润受影响，但却让行业价格回归正常。”戴政指出。

Some OTA industry think，Low price war would indeed be diluted profits，But for the whole industry is the return of the price is rational。“Some have the OTA monopoly，Its gross margin is very high，If say the level of trade is 10%，The monopolies can amount to 30%，This part of the unreasonably high is passed on to the consumer，Now because of the intense market competition，The only part of sacrifice profits to keep the passengers，Despite its own profit affected，But let the industry prices returned to normal。”DaiZheng points out that。

　　但也有相反观点认为，贴钱赚吆喝的做法只是短期，恶性价格战只能导致所有业者都赚不到钱。华美首席知识专家赵焕焱指出，《反不正当竞争法》第11条规定，经营者不得以排挤竞争对手为目的，以低于成本的价格销售商品。“虽然OTA们都不承认价格低于成本，但用低价排挤对手抢客的意图都很明显，这种手法要及时制止，愈演愈烈后对所有业者都没有好处。”

But also have the opposite view，TieQian Shouting to make the practice for only a short time，Malignant price war will only lead to all companies have won't make money。Colorful chief knowledge ZhaoHuanYan experts said，《Anti-unfair competition law》Prescribed in article 11，Operators shall exclude competitors for the purpose，At the price lower than the cost of sale of goods。“Although the OTA did not admit price below cost，But with low his rivals out the intention of the guest is very obvious，This technique should be stopped in time，Intensified after all operators to does not have the advantage。”

　　“对于垄断者来说，低价会分流其占据的客源，但对相对弱势的业者来说，低价能吸引客人，促销是会影响利润，但不是长期的，比如我们的促销也就3个月，10月黄金周又会引来调价。”方银河坦言。

“A monopoly for it，Low price will bypass the occupies the passengers，But for the relatively weak makers，Low price to attract guests，Promotion is will affect profits，But not long，Such as our promotion is 3 months，October golden week and will cause there。”Party galaxy said。