服务标准化程度较高的酒店、机票在线预订业务已经进入成熟期，不断加剧的竞争正在侵蚀行业的平均利润率。

High degree of standardization service of the hotel、Online ticket booking business has entered into the mature period，Growing competition is erosion industry average profit margins。

　　在线旅游（简称“OTA”）价格战正在残酷的厮杀中，但在这场“战争”开始之初，业界已经担忧，随着价格战的升级，整个行业的利润率将会持续下降。

Online travel（Referred to“OTA”）The price war is cruel struggle，But in the“war”The beginning of the，Industry has concerns about，With the upgrade price war，The industry's profit margins will continue to decline。

　　日前，在最新公布的纳斯达克100指数调整变化中，携程网被剔除该指数范围。按照规定，纳入指数的公司每个月月底的市值必须等于或超过指数总市值的0.1%。

a，In the latest nasdaq 100 index changes of adjustment，Ctrip the index range are eliminated。According to the regulation，The company into the index of each month of the market capitalisation of must be equal to or more than 0.1% of the total market value index。

　　业界认为，虽被剔除纳斯达克100指数并不代表OTA企业经营困难，但也从侧面暗示了，中国在线旅游已经不被看好了，其中一个很重要的原因就是，持续下滑的利润率。

Industry thinks，Although be eliminate the nasdaq 100 index doesn't mean OTA enterprise management difficulties，But also suggest that from the side，China's online tourism has not been valued，One of the very important reason is，Continued to slide profit margin。

竞争日益激烈 Increasingly fierce competition

　　6月，携程高调推出“酒店团购直减10%”活动，随后，艺龙就推出“高星级酒店返还100元起，三星酒店返50元，经济型酒店返30元”的促销。

June，Ctrip.com launched high-profile“The hotel group buying straight down to 10%”activities，then，Art and the dragon was launched“High star hotel returned 100 yuan up，Samsung hotel to 50 yuan，Economy hotel to 30 yuan”Sales promotion。

　　而一向低调的芒果网6月28日也宣布推出8000万元补贴计划，启动酒店狂欢节。

And always low-key mango nets June 28 also announced the release of 80 million yuan subsidy program，Start hotel carnival。

　　在暑期“黄金旅游季”，各大OTA开始大大出手让利。

In the summer“Golden tourist season”，Each big OTA began to greatly profits to the shots。

　　7月5日，携程宣布开始全面启动“月月狂减，天天低价”活动，为期一年，并称此次活动得到了5亿美元（约合32亿元人民币）的预算授权。同程网宣称掷9000万元为“价格战”输送“弹药”。

On July 5,，Ctrip.com announced in full swing“Month crazy minus，Everyday low price”activities，For a year，Saying this activity got $500 million（$3.2 billion yuan RMB）Budget authorized。Process nets claim with 90 million yuan to throw“Price war”conveying“ammunition”。

　　而在此前“去携大战”中的另一个主角去哪儿网也宣布投资3000万美元（约2亿元人民币）打造旅游智能化服务平台。

But previously“To join war”Another of the leading role where nets also announced investment of 30 million us dollars（About 200 million yuan RMB）Make tourism intelligence service platform。

　　艺龙将价格战推向高潮，其在促销广告中称，“携程团购没有的，我们有；携程团购有的，我们全部先打9折再减1元。艺龙优惠券酒店、机票通用了。京沪航线每张机票返50元。”面对艺龙的“紧逼”，携程突然推行“返现”应对艺龙挑起的价格战。今年6月，一直不甚主张团购的携程干脆以“低价专场酒店团购”为活动主题，进行为期一个月的促销，踏入艺龙网的重点战场。

Art dragon will price war to the climax，The promotion advertising said，“Those who hold the bulk not，We have；Electronic group buying some，We all first discount to minus 1 yuan。Art dragon coupons hotel、Ticket general the。The beijing-shanghai routes to $50 per ticket。”Facing the art dragon“press”，Ctrip.com suddenly push“Return now”Deal with art dragon started price war。In June this year，What has not been that a bulk electronic simply to“Low-cost bulk special hotel”For activity theme，For a month of sales promotion，Step into the art of our key battlefield。

　　艺龙网被触怒，两公司高层一度在媒体及微博上“隔空喊话”。至此，在线旅游价格大战暑期档开打，热闹纷繁，赚足了眼球。

Art is long wangdai upsetting，Two top company once in the media and the blog“Mere exclamation words every”。So far，Online travel price war began the summer season，Lively the numerous，Eye to make enough。

　　2011年5月，腾讯投资8440万美元投资艺龙网，成为其第二大股东，一年之后腾讯又以千万美元投资同程网，欲助其上市，两家在线旅游网站由此获得了腾讯强力的入口支持；百度也不甘寂寞，入股携程最大的竞争者之一的去哪儿网，后者立即在网络流量上获得跃升；同时，京东商城、淘宝旅行、苏宁易购等互联网平台也强势介入在线旅游业。

May 2011，Tencent investment of us $84.4 million investment registered arts，Become the second largest shareholder，After a year in the $investment and tencent with cheng nets，To help the listed，Two online travel web sites gain the strength of the entrance of the support tencent；Baidu also gets involved，One of the biggest shareholder is the electronic competitors of where to nets，The latter immediately in a network traffic jumped；At the same time，Jingdong mall、Clean out treasure to travel、SuNingYi purchase and Internet platform also strong intervening online tourism。

　　携程显得有些孤立无援。但携程高层接受采访时否认了这种看法。

Ctrip.com appear some isolated。But those who hold high-level interviews deny this view。

自己承担让利成本 Their profits to bear the cost

　　据记者了解，OTA近期有不少被指低价产品难以获得的问题，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。

According to the reporter understands，There are many referred to recent OTA low-priced products 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 have a great change。

　　“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。”去哪儿副总裁戴政说。

“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，Most are made by OTA bear。”Where to vice President DaiZheng said。

　　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。而芒果网则投入8000万现金补贴，启动“酒店狂欢节”，以“凶悍”的促销将价格战推向纵深。

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 mango nets is put into 80 million cash subsidies，start“The hotel carnival”，to“valhallan”The sales promotion will price war to deep。

　　“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，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，So we even his TieQian also fought for the guests。”Mango nets a head of the party said the Milky Way。

　　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。

价格战影响说法不一 Impact of a price war explanations

　　对于近期OTA价格大战的“乱象”，互联网分析师杨群认为，“价格战”是在线旅游行业难以挑起的“重任”，相对于传统领域的电商和3C领域的电商而言，在线旅游领域的上游行业存在着众多的壁垒，渠道环节并没有其他领域那样的通畅，也就局限了在线旅游行业在某种程度上对上游的议价能力并不是很突出。在这种情况下打价格战，在线旅游网站就是在做“赔本赚吆喝”。

The latest OTA price war“mess”，The Internet analysts Yang qun think，“Price war”Online travel industry is difficult to start“burden”，Compared with the traditional areas of electrical contractor and 3 C areas of electricity for business，Online travel field upstream of the industry there exist a lot of barriers，Channel and no other field that link the unobstructed，Also limited the online travel industry in some extent to the upstream of the bargaining power and not very outstanding。In this case the price war，Online travel web site is doing“Shouting to make the red”。

　　互联网观察人士杨富华则认为，在线旅游行业缺乏打价格战的必要条件和基因。与综合类百货电商不同，在线旅游行业的旅游产品并非是消费者日常所必须的，也就缺乏了消费者的长期关注性。旅游行业的特殊性制约了价格战的有效形成。

The Internet is YangFuHua observers think，Online travel industry lack the necessary conditions of price war and gene。And the integrated department electrical contractor different，Online travel industry tourism product is not necessary to consumer daily，Also the lack of the consumer's long-term on sexual。The particularity of the tourism industry of restricted the price war effectively form。

　　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，现在由于市场竞争激烈，让行业价格回归正常。”业内专家指出。

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，Now because of the intense market competition，Let the industry prices returned to normal。”Industry experts say。

　　但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 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。”

多极化进程加速 Multi-polarization accelerated process

　　在携程宣布以5亿美金投入到价格战后，其高层直言要进行新一轮的行业洗牌，携程以重金搏市场，其根本目的就是挽回其原有的市场份额。

Those who hold announced for $500 million in investment to the price after the war，Its top the truth to a new round of industry reshuffle，Those who hold on to cardiac market，Its basic objective is to recover its original market share。

　　业内人士分析称，以价格战来改变市场格局实际是行业病态发展的一个局部体现，携程能否做到行业洗牌取决于整个市场的空间，越来越多的细分市场和细分渠道涌现，是在线旅游行业多极化发展的重要表现。

Analysis of the personage inside course says，With the price war to change market pattern is the actual development of a morbid industry local reflect，Electronic industry reshuffle depends on whether you can do it the whole market space，More and more market segments and subdivision channel emerging，Online travel industry is significant to the development of multi-polarization performance。

　　据统计，国内提供预订服务的在线旅游网站已经多达数百个，从行业的发展趋势来看，未来五年在线旅游市场仍会有至少100亿的营收空间，而这将会被越来越多专注于服务、专注于满足个性化需求的企业分享。所谓的行业洗牌，不过是加速行业的发展，衍生出更多细分领域的行家和特色化的旅游企业。

According to the statistics，Domestic provide reservation service online travel web sites have up to hundreds of，From the development trend of the industry，The next five years online travel market there will still be at least 10 billion revenues of space，And this will be more and more focus on service、Focus on the needs of enterprises meet the individualized share。The so-called industry reshuffle，But is the development of the industry of acceleration，Derived from the field of more subdivision expert and the characteristic of the tourism enterprise。

　　北京交通大学旅游系主任、北京市旅游学会副会长张辉则认为，随着国内旅游市场的发展，散客的比重将越来越大，传统旅行社虽然在团队游和商务会展游方面发展得较为成熟，但还没有形成服务于散客的、较完善的经营模式，这是在线旅游网站的发展机会。

Beijing jiaotong university tourism department、The Beijing tourism society vice-chairman ZhangHuiZe think，Along with the development of domestic tourism market，The proportion of individual clients will become greater and greater，Although traditional travel agency in the team and the commercial exhibition tour aspects are more mature development，But has not formed in the service of the individual、Better business model，This is the online travel web site development opportunities。