“从8月1日开始，我们将进行第二轮促销，再投入8000万元巩固和加强7月份的营销方案。”芒果网市场部副总经理谢航透露。

“From August first，We will carry on the second round of sales promotion，Commit another $80 million in July to consolidate and strengthen the marketing plan。”Mango nets market of vise general manager XieHang disclosed。

　　与此同时，价格战挑起者携程和艺龙正遭遇资本市场上的营销阻力。7月20日，携程旅行网(Nasdaq：CTRP)被剔除出纳斯达克－100指数范围，各项财务指标的下降导致该公司股价持续下跌，市值已缩水近3/4。三季度开始的大幅度的价格战更引发了投资者对其利润的担忧。

At the same time，The price war up those who hold and art dragon is under capital market marketing resistance。July 20,，ctrip(Nasdaq：CTRP)Were removed from the nasdaq-100 index range，The financial index to the fall in the company's share price falling，Market value has shrunk almost three-quarters。Three quarters of the start of the price war greatly have triggered more of the profits to worry about。

　　据某不愿透露姓名的业内分析人士称，携程、艺龙对凶猛价格战已初显疲态，意欲收缩，而后来者芒果却接手为第二轮挑战者，在线旅游价格混战此起彼伏。

According to some don't wish to be named the industry analysts said，ctrip.com、Art of fierce price war dragon has started previews，Intended to shrink，And late but for the second round mango took over challenger，Online tour prices melee to break out。

利润率隐忧 Profitability malaises

　　这场战争始于6月底。暑期旺季伊始，携程首次放下垄断者的姿态，一改“不团购、不做价格屠刀”的作风，高调宣布“5亿美金大促销”计划，推出“酒店团购直减10%”活动，常规酒店业务也做了“全场经济型酒店返现30元”的促销，持续一年。

The war began in late June。At the summer season，Those who hold the first put down of monopolists attitude，A change“No team、Don't do price butcher's knife”style，High-profile announced“$500 million big promotion”plan，launched“The hotel group buying straight down to 10%”activities，Conventional hotel business did“Full economy hotel return now 30 yuan”Sales promotion，Last year。

　　艺龙和芒果亦抛出各自促销计划，艺龙宣称：“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。”并推出“高星级酒店返还100元起，三星酒店返50元，经济酒店返30元”的促销。

Art dragons and mango also throw out their respective promotion plan，Art dragon claims：“Those who hold the bulk not，We have；Electronic group buying some，We all first discount to minus 1 yuan。”And introduction of“High star hotel returned 100 yuan up，Samsung hotel to 50 yuan，Economic hotel to 30 yuan”Sales promotion。

　　芒果网火速抛出“8000万元的酒店预订贴现”计划，每天800家酒店半价抢订，18000家酒店全部返现，该促销方案相当于芒果网需直接出资8000万元的真金白银入市。

Mango nets rushed out“80 million yuan hotel reservation for discount”plan，Every 800 hotels rob order at half price，18000 hotels all return now，This promotion is equivalent to mango nets should be directly invested 80 million RMB to enter the real gold and silver。

　　三大在线旅游巨头酣战牵动了整个行业的神经，后来者淘宝网也在7月中旬启动规模庞大的在线旅游促销，去哪儿、酷讯网、途牛网等企业加入其中。

Three big online travel giant bent his own wears were right the industry's nerves，Newcomers taobao.com in mid-july and start the size of the online travel promotion，Where to go、Cool-nets、Cattle nets and other enterprise way into it。

　　据谢航表示，价格战带来的直接影响是刺激了整个在线旅游市场的扩容和增量，同时必然拉低了整个行业的利润率。艾瑞咨询预计，2012年中国的在线机票、酒店和打包旅游产品预订收入将同比增长27%，达到47.5亿元，预计到2013年，这一规模将攀升至约90亿元。但是，在线旅游行业利润率已经开始明显下降。据携程网财报显示，今年首季该公司总营业收入为9.64亿元，同比增长18%，而营业利润同比下降33%，环比下降23%。7月25日，携程网第二季度财报显示，在总营业收入小幅增长情况下，其净利润已经腰斩至1.2亿元，同比下滑55%。

According to XieHang said，The price war is to stimulate the direct impact from the online travel market expansion and incremental，At the same time inevitable down the industry's profit margins。Erin consulting is expected to，In 2012 China's online ticket、The hotel and tourism product reserve income will pack a year-on-year increase of 27%，Reach 4.75 billion yuan，It is estimated that by 2013，This scale will rise to about 9 billion yuan。but，Online travel industry profit margins have begun to decline significantly。According to show ctrip earnings，First quarter this year the company always operating income for 964 million yuan，Year-on-year growth of 18%，And operating profit fell 33% year-on-year，Annulus comparing fell 23%。July 25,，The second quarter earnings ctrip display，Total operating income growth in a small，Its net profit has halved to 120 million yuan，Decline 55% year-on-year。

　　谢航认为，“由携程一家独大的行业垄断已打破，竞争越来越激烈，我们必须要用比竞争对手更强的营销手段来维持和扩大我们的市场份额。”

XieHang think，“Those who hold the monopoly industry monopoly has broken，More and more competition，We have to use than competitors stronger marketing means to maintain and expand our market share。”

　　自启动价格战以来，芒果网酒店预订日间夜突破10000间夜，比去年同期增长260%。谢航认为，芒果网营销成本仅占总营收的20%左右，这一数据对比携程、艺龙仍有较大空间，可以积累一定资金进行市场推广，且行业龙头的利润率依然保持在30%以上，完全有足够的空间做降价营销。

Since the price war since the launch，Mango nets hotel reservation day night breakthrough 10000 room night，Than last year the corresponding period grows 260%。XieHang think，Mango nets marketing costs accounted for only about 20% of the total revenue，This data contrast electronic、Art is still have larger space dragon，Capital can be accumulated certain market promotion，And the industry leading profit margins still stay above 30%，Have enough space to have price cut marketing。

　　因此，8月1日起，芒果网将每天半价抢订的酒店由原来的800家扩大到1500家，预订返现的酒店数量也将扩大，为此，芒果网将再追加投入8000万元的资金。

so，August 1,,，Mango nets will be at half price for every day of the hotel from originally of 800 companies expand to 1500 home，Return to the hotel reservation now number will also be extended，For this，Mango nets will additional investment of 80 million yuan of money。

　　据上述行业内分析人士称，OTA酒店平均佣金率在15%左右，芒果网此次活动酒店返现幅度高达30%~50%，明显是亏本甩卖。

According to the above within the industry analysts say，OTA hotel average commission rate at about 15%，Mango nets the activity to the hotel is as high as 30% ~ 50% range，Obviously lose sale。

争夺市场资源 For market resources

　　如此孤注一掷的促销对已经上市的携程、艺龙来说则压力重重。7月20日收盘后，携程旅行网被剔除出了纳斯达克－100指数。按照当地交易所规定，每家公司在每个月月底的调整市值必须等于或超过总指数调整后市场市值的0.1%，若连续两个月没有达到这一标准，该公司将被剔除。

So the sales promotion to have all your eggs in one basket of ctrip.com listed、Art dragon is pressure upon it。After the markets closed on July 20，Ctrip were removed from the nasdaq-100 index。According to local exchange regulations，Each company at the end of each month of the market value adjustment must be equal to or more than the total index after 0.1% of the market value adjustment，If two consecutive months did not meet this standard，The company will be taken out。

　　据携程2012年Q1财报显示，截至2012年3月31日，现金及短期投资余额为8.19亿美元。由于股价持续下跌，携程还要花3亿美元回购股票，若再投入5亿美元做低价促销，就基本是盈利归零。

According to those who hold 2012 earnings show the 25 th，By March 31, 2012，Cash and short-term investment balance was $819 million。With equity prices keep falling，Those who hold will spend $300 million buy back shares，If we spent $500 million to make a sale，Basic is profitable to zero。

　　谢航表示， OTA市场的高速增长吸引了越来越多的企业杀入，新入者一再掀起价格战，而且有愈演愈烈之势。当不同背景的竞争对手蜂拥而至，行业龙头携程受到的冲击最大，芒果网也同样感受到前所未有的压力。价格战是维稳市场份额的权宜之计，长远来看，还需要营销模式的创新。

XieHang said， OTA market growth attracted more and more enterprises into，New entrants has repeatedly raised the price war，And there are of Tennessee。When different background competition in droves，Industry leading by those who hold the biggest impact，Mango nets felt the same unprecedented pressure。The price war is the d stability of market share an expedient measure，The long run，Still need to marketing patterns of innovation。

　　据天下酒店网资料，携程网的市场份额从最高时的57%下降到了近40%。去哪儿、淘宝、QQ旅游、途牛、驴妈妈等企业通过细分市场，或创新商业模式进入在线旅游预订，蚕食传统OTA的市场份额。

According to the world hotel nets material，Ctrip market share from 57% of the highest when dropped to nearly 40%。Where to go、taobao、QQ tourism、Way cattle、The donkey mother and other enterprise through the segments of the market，Or innovation business model into the online travel booking，Eating into traditional OTA share of the market。

　　去哪儿是OTA领域的百度，OTA比价平台，向OTA们收取过路费；淘宝和QQ旅游类似商城，让OTA们在平台上展示销售，收取佣金；途牛、驴妈妈则走内容与代理销售相结合的路线，以旅游产品为主，走的是差异化服务路线。

Where to go is OTA areas of baidu，OTA parity platform，The toll collection to OTA；Clean out treasure and QQ tourism similar mall，Let the platform on display in OTA sales，commission；Way cattle、The donkey mum will go content and sales agent of combining the route，The tourism products，Go is different service line。

　　“芒果网的商业模式从本质上讲是代理销售，需要找到足够规模的优质上游资源，再尽量多地卖给最终消费者。芒果网花了多年时间和人力搭建起来的资源平台，耗费了巨大成本，新入者很难在短期内完成。”谢航说。

“Mango nets business model essentially is agent sales，Need to find enough quality of the size of the upstream resources，And as far as possible many sell to final consumers。Mango nets spent years and human set up to resources platform，Cost the huge cost，New entrants in the short term, it is difficult to finish。”XieHang said。

　　但这些资源若无法守住，就只能眼睁睁地看着同行抢走客户。因此，芒果网正在运作新的开放平台，通过与同行分享资源，扩大销售渠道。

But these resources if you can't keep，Just watched counterparts take customers。so，Mango nets are operation new open platform，Through the market share resources，Expand sales channels。

　　“我们期望通过开放拓展更多合作伙伴，从行业巨头到初创公司，从互联网企业到传统旅行社，建立起广泛的合作关系。” 芒果网总裁黄志文曾公开说。

“We expect through the open expand more partners，From the giant to startups，From the Internet enterprise to traditional travel agency，Established the extensive relations of cooperation。” Mango nets President HuangZhiWen has publicly said。