但是，业内人士表示，虽然价格战让各家OTA(在线旅游商)预订量获得了100%甚至200%的增长率，但随着价格战引发的利润下滑、亏本风险也将随之而来，OTA正在陷入一场利润与市场的抉择难题。

but，People in the industry say，Although the price war let his OTA(Online travel business)YuDingLiang got 100% or even 200% growth rate，But with the price war caused by falling profits、Risk losing money will also follows，OTA are into a profit and market choice problem。

　　“从8月1日开始，我们将再投入8000万元，特价酒店规模翻番，展开第二轮促销攻势。”芒果网酒店部总经理高戈昨日宣布。7月，芒果网已经抛出“8000万元的酒店预订补贴”计划。

“From August first，We will spend 80 million yuan，Special offer hotel scale double，The second round on promotion offensive。”Mango nets hotel general manager of GaoGe said yesterday。July，Mango nets have thrown out“80 million yuan hotel reservation subsidies”plan。

　　芒果网的此番促销直指携程和艺龙，将战火从低价格的经济型酒店，烧向更高价格和更高利润的星级酒店。

The "promotion of mango nets directed at electronic arts and dragon，From low prices will war economy hotel，To higher prices and higher burn profit of the star hotel。

　　面对如此攻势，携程首次放下“垄断者”姿态，继上个月高调宣布“5亿美元大促销”计划后，携程昨日宣布，携程旅游度假产品正式推出“点评返现”，自由行、短途、自驾游产品每间夜现金返还最高达101元，加上此前的1元接机、门票“买一送一”等项目，携程的主流产品全线让利。艺龙随后也跟进价格战。

Face so offensive，Ctrip.com down for the first time“monopolies”attitude，The high-profile announced last month“$500 million big promotion”After plan，Ctrip.com announced yesterday that，Ctrip.com tourist products officially launched“Comment on return now”，Free line、short、ZiJiaYou product each night to return cash up to 101 yuan，Add the previous $1 a pick up、tickets“Buy a send a”project，The mainstream of the profits to all those who hold products。Art dragon then also follow up price war。

　　三大在线旅游巨头酣战牵动了整个行业的神经，淘宝旅行也在近期启动规模庞大的在线旅游促销，去哪儿、酷讯网、途牛网等企业陆续加入。

Three big online travel giant bent his own wears were right the industry's nerves，Clean out treasure to travel also launch the size of the online travel promotion，Where to go、Cool-nets、Road network, etc. In succession to join cattle enterprise。

　　《第一财经日报》多方采访获悉，经过7月份的低价战，部分业者的预订量增长明显，芒果网7月的酒店预订量同比增长甚至达到了260%。

《The first financial daily》Interview that many，After the July issue of the low price wars，Part of the industry YuDingLiang increased substantially，Mango nets July hotel YuDingLiang year-on-year growth even reaching 260%。

　　不过，有知情者告诉记者，目前芒果、携程等公布的促销投资额度都过亿元，以此计算，即便酒店预订量翻倍涨也难以抵扣成本。芒果和携程、艺龙的促销会导致利润下滑，或者在促销期间亏本或至多持平，赚钱是很难的。

but，Youth told reporters，At present mango、Those who hold the investment promotion and published all over one hundred million yuan，This calculation，Even if the hotel YuDingLiang doubled up also difficult to touch buckle cost。Mango and electronic、Art of dragon will lead to promotion declining profits，During the promotion period, or lose money or at most flat，Making money is very difficult。

　　“行业平均在线旅游商的预订佣金比例是15%左右，当然携程要高一些，以往的促销都是酒店方出资，但如今由于OTA竞争激烈，所以这几轮的促销都是OTA自己掏钱，故而等于牺牲了佣金，以上述15%平均佣金来看，现在加入价格战的几大OTA给出的返现比例平均已超过了20%，也就是说，他们每卖出一个房间，应该平均亏损5%。”知情者透露。

“Industry average online travel business reservation commission ratio is around 15%，Of course those who hold is higher，Previous sales promotion are hotel party capital contribution，But now because OTA fierce competition，So this several rounds of sales promotion are OTA spend their own money，So is equal to sacrifice the commission，With the above average 15% commission and see，Now add the price war of a few big OTA given to return now has more than 20% average proportion，That is，Every time they sell a room，Should an average 5% loss。”insider。

　　芒果、携程等也承认，低价战的确会影响利润，促销期间是否赚钱很难说。携程财报显示，今年第一季度，其总营业收入为9.64亿元，同比增长18%，但是营业利润同比下降33%，环比下降23%。携程刚发布的第二季度财报显示，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，同比大幅下滑55%，毛利率水平连续小幅下降，而运营费用率在持续上升，整体利润率呈下降趋势。

mango、Such as electronic also acknowledged，Low price war does have an impact on profits，Promotion period, it's hard to say whether to make money。Electronic display earnings，In the first quarter of this year，Its total operating income for 964 million yuan，Year-on-year growth of 18%，But business profits 33% year-on-year drop，Annulus comparing fell 23%。Those who hold just released in the second quarter earnings display，Total operating income growth in a small，Its net profit has halved to 120 million yuan，The decline 55% year-on-year，Gross profit margin for horizontal continuous small drop，While operating rate is rising，The overall decline in margins。

　　除了利润，还有一大质疑巨额的促销预算从何而来？

In addition to profit，And a big question huge promotion budget come from？

　　“我们看到，2011年携程营收37亿元，净利润为10.8亿元。如果真如携程所说投入5亿美元促销，就相当于携程一年的营收，这个数字是不是太高了？”雪球财经分析师吴桑茂指出。

“We see，Those who hold 2011 revenue of 3.7 billion yuan，Net profit of 1.08 billion yuan。If really like what ctrip.com spending $500 million to promotion，Is equivalent to a year of ctrip.com income，This number is too high？”Financial analysts pointed out SangMao wu snowballs。

　　对此，携程昨日表示，5亿美元是指其目前可用的储备现金，这笔钱是可以用作营销支出的，但并不是现在马上将这笔钱全部花掉，而是在未来很长的时间内可支持各种促销。

this，Ctrip.com said yesterday，500 million dollars is to show its currently available cash reserves，The money is can be used as the marketing expenses，But not the money right now spending it all，But in the future a long time can support various sales promotion。

　　“利润损失之下，还要继续投入，关键就看谁的资金实力强了，简单来说就是看谁能支撑到最后。其实很简单，以往都是携程一股独大的局面，现在竞争对手越来越多，而且大家都学聪明了，不再与携程硬拼，而是做差异化细分市场，将市场份额一块一块蚕食掉，让携程的份额一点一点减少，所以各大OTA们为了自保客源，不得不明知亏本还要促销，为的就是抢客并增加用户黏性。”华美首席知识专家赵焕焱分析。

“Under the loss of profit，Will continue to devote，The key is to see who's strong financial strength，Is simply to see who can support to the end。Actually very simple，Ever is a share of the only big ctrip.com situation，Now more and more competition，And they all learn wisdom，No longer and YingPin ctrip.com，But do differentiation segments of the market，Will the market share a piece of a piece of eating into off，Let's share those who hold a bit less，So all the tourists to the self-preservation OTA，Have to knowingly lose money and promotion，In order to increase user viscosity and rob the guest。”Colorful chief knowledge experts ZhaoHuanYan analysis。

　　锦江电商相关负责人张俊龙指出，价格战只是一种能够在短期内在迅速吸引一定数量用户的营销手段，单纯的价格战吸引到的只是一批不稳定的消费群体，如何通过后期良好的产品体验和优质的客户服务真正将消费群体转化为品牌的忠诚拥趸者，这才是各OTA网站真正应该考虑的事情。

Jinjiang electrical contractor responsible ZhangJunLong said，The price war is only a short-term intrinsic to attract a certain number of users quickly marketing method，Simple price war attracted to just a batch of unstable consumer groups，How to through the late good products experience and excellent customer service will be real consumer groups into brand loyalty fans the person，This is the website real OTA should be thinking about。

　　有业界预估，这场价格战可能要持续到今年年底。

Have the industry estimates，The price war is likely to last for by the end of this year。