劣币驱逐良币，是经济学中一个古老的原理。在铸币流通时代，货币可以自由铸造，足值的货币往往要被融化、收藏而退出流通领域，而成色较差、实际价值低的货币反而充斥市场。

Bad coin out good money，Is the economics of an ancient principle。In COINS circulation time，Money can be free casting，The full value will be melted currency often、Collect and out of circulation field，And poor quality、The actual value of the low currency floods the market instead。

　　在中国不太成熟的在线旅游市场似乎也有一股劣币驱逐良币的力量，众多的中小OTA充斥着市场，为消费者提供着良莠不齐的服务。而现在，或许是到了和这股力量说改变的时候了。中国在线旅游市场的良币们，大型正规OTA，如今正纷纷卷入了一场比拼价格和服务的战役中了。

In China does not too mature online travel market seems to have had a bad money out the power of good money，Many small and medium-sized OTA filled with market，To provide consumers with the good and bad are intermingled service。And now，Perhaps it is time to and this force that change。China's online travel market is the currency，Large regular OTA，Are now are involved in an rivalry price and service in the battle。

　　价格战的最终赢家

The final winner price war

　　酷讯旅游CEO张海军先生认为这是一件好事，“一线二线OTA（在线旅游代理商）皆有一定品牌价值，谁也不愿意因为价格战而丢了品牌，所以这种价格战最终会有底线，就是维持足够服务品质下的低利润，这对消费者有百利无一害。”

Cool-travel ZhangHaiJun CEO Mr Think this is a good thing，“A line second line OTA（Online travel agent）All have certain brand value，No one is willing to because the price war and lost brand，So this kind of price war will have the bottom line，Is to maintain enough of service quality low profits，The consumer has a baili no harm。”

　　价格一直是在线旅游市场吸引用户的一个非常重要的因素，而作为在线旅游行业的良币，大型正规OTA加入价格战后，消费者无疑会是此举的最大赢家。用户永远欢迎企业的降价行为，也永远是降价的受益者。

The price has been online travel market appeal to the user of a very important factor，And as the online travel industry is the currency，Large regular OTA join price after the war，Consumers will no doubt is the biggest winner。Users always welcome enterprise price behavior，Will the price beneficiaries。

　　虽然人们的消费心理随着消费水平、消费质量的提高而不断改变，但价值与实惠永远是消费者得第一追求。在消费者对企业的产品已经形成稳固的质量认同后，企业的降价行为无疑给用户带来了实实在在的好处。这在满足用户对产品质量、性能要求的同时，也为用户找到了最理想的价格接受点。

Although people's consumption psychology as consumption level、The improvement of the quality of consumption and constant change，But the value and benefits is always the first consumer pursuit。In consumer products of the enterprise has formed a solid quality after identity，Enterprise price no doubt to the user behavior has brought tangible benefits。This in satisfy user product quality、Performance requirements at the same time，Also for users to find the ideal price accept points。

　　产品是有可以有无形溢价的，但是如果竞争对手的同类产品的价格降幅明显超过了消费者得心理界限，消费者也难免不砰然心动而转投竞争对手的旗下。酷讯旅游搜索平台的结果证实了这一点：不管是机票、酒店还是度假产品，同类产品如果有多个供应商，那么成交量最大的一定会是那个价格最便宜的。为了避免出现这种情况，价格战一旦开始，玩家基本就没有后退的可能了，活下来就是英雄，倒下了或许就会彻底退出这个舞台了。在这样的情况下，消费者无疑会是价格战下最大的收益者。

The product is a can have the invisible premium，But if the competition the prices of similar products than consumers have to drop obvious mental boundaries，Consumers are also hard to avoid is not bang however move to join the competitor's。Cool-travel search platform results confirmed this：Whether ticket、The hotel or vacation product，Similar products if multiple suppliers，So the biggest volume will be the cheapest。In order to avoid the situation，The price war once started，Players will not retreat of basic may，Live is a hero，Fall could completely off the stage。In such cases，Consumers will no doubt is price war under the maximum players。

　　良币驱逐劣币

Good from bad coin currency

　　此外，价格战本身是一种市场竞争手段，具有杀伤力强、短平快等诸多特点，尤其是在在线旅游行业更为明显。目前的“价格战”实际上是指价格竞争，也是各大在线旅游企业应用价格战略的一个突出表现。价格战，一方面将给消费者带来价格实惠，另一方面价格火拼将会对当前在线旅游行业造成较大冲击，加快行业洗牌提前来临。

In addition，The price war is itself a kind of market competition means，Strong with a knack、DuanPingKuai, and many other features，Especially in the online travel industry is more obvious。The current“Price war”In fact is to point to price competition，Is each big online travel enterprise application price strategy outstanding performance。Price war，On the one hand will be brought to consumer price material benefit，On the other hand will be on the current price bankruptsrobbers online travel industry cause bigger impact，To speed up the industry reshuffle comes in advance。

　　酷讯张海军认为，此次“价格战”对中小型OTA受冲击最大。让利或零利促销对于大型OTA来讲尚能承担，中小型OTA就难以为继。“价格战”后可能有一批小型OTA淡出市场，OTA行业市场集中度进一步加大。

Cool-ZhangHaiJun think，the“Price war”By the biggest impact on small and medium OTA。The profits to the levites for the large-scale promotion or zero for OTA are to assume，Small and medium OTA is unsustainable。“Price war”There may be a batch of small after OTA faded out from the market，OTA industry market further increase the concentration。

　　在此轮价格战之前，众多中小型OTA们采用更低的价格吸引用户，但其提供的服务却差强人意，甚至之前还爆出某些百度搜索出的中小OTA欺骗消费者得事件，这无疑是这个市场尚未规范和缺乏标准化的表现。张海军进一步认为，此轮“价格战”之后，大型正规OTA们如此重量级的营销投入，可以过滤一定数量资质不够的中小OTA，促使整个行业向着良性和健康的方向发展，给消费者的旅行出游带来更好的便利服务，这是一个在线旅游行业良币驱逐劣币的过程，也是中国在线旅游行业慢慢成熟的一个过程，这可能会历时半年之久或者更长的时间，行业并购和整合在这段时期或许是比较普遍的商业行为。

In this round of price war before，Many small and medium-sized OTA with the lower prices to attract users，But the service provided is not pretty，Even before it came out of the baidu search some small and medium-sized OTA cheat consumers have to events，This is undoubtedly the market has not regulate and lack of standardized performance。ZhangHaiJun further think，This round of“Price war”after，Large regular OTA are so the heavyweight marketing input，Can filter a certain number of small and medium-sized OTA qualification is not enough，Make the whole industry to benign and healthy direction，To consumers the convenience of travel trip bring better service，This is a good online travel industry from the process of a coin currency，Is China's online travel industry slowly mature a process，This may be for six months or longer，Industry mergers and integration in this period is perhaps more general business practices。

　　竞争使得中小OTA们受到极大冲击而退出舞台，当行业壁垒肃清之后，经历过这个良币驱逐劣币之后的中国在线旅游市场将会迎来新的繁荣。野火烧不尽，吹风吹又生。酷讯旅游张海军对未来充满了期待。

Competition for the small and medium-sized OTA tremendous impact to exit the stage，When industry after eliminate barriers，Experienced this good money after bad coin from the Chinese online travel market will welcome the new prosperity。Wild fire can't burn them up; again，Blow and blow born。Cool-travel ZhangHaiJun have a lot to look forward to in the future。