两天前，芒果网宣布从8月1日起再投入8000万元，将特价酒店的规模翻番，展开第二轮促销攻势。上个月，芒果网已发起“8000万元酒店预订补贴”计划。行业老大携程亦不甘示弱，公司8月2日宣布，其度假产品将推出“点评返现”， 自由行、短途、自驾游产品每间夜的现金返还最高达101元。继上个月祭出“5亿美元营销额度”后，携程的产品实现了全线促销。

Two days ago，Mango nets announced that from August 1,, spent 80 million yuan again，Special on the scale of the hotel will double，The second round on promotion offensive。Last month，Mango nets had launched“80 million yuan hotel reservation subsidies”plan。The industry also ctrip.com fiddle，The company announced on August 2，The vacation product will launch“Comment on return now”， Free line、short、ZiJiaYou product each night rebate up to $101 of。Last month the offering“$500 million marketing quotas”after，The electronic product realization all the sales promotion。

　　艺龙随后也立即跟进，淘宝旅行、去哪儿、酷讯网、途牛等企业陆续加入促销，一时为价格战火上浇油。这些公司的酣战，牵动了整个在线旅游业的神经。

Art dragon also immediately follow up later，Clean out treasure to travel、Where to go、Cool-nets、Cattle and other enterprise to join in Tucson promotion，For a price war added fuel to the fire。The company's own wears were right，The online tourism touched a nerve。

　　伴随着价格战而来的是预定量的大幅增长，但另一厢，利润下滑甚至亏本成了OTA行业绕不过的坎。根据艾瑞咨询的统计，受季节及促销驱动，2012年第二季度的中国在线旅游业同比保持快速增长，市场交易规模达418.7亿元，同比增长35.8%。与此同时， OTA整体利润率大幅下降。早在三五年前，OTA行业的平均利润率达25%左右，但近年来行业利润率持续下降，考虑到酒店团购及近期的营销投入加大，OTA企业的平均利润率很可能进一步下降。

With the price war is the amount of scheduled a sharp increase，But another box，Falling profits even lose money became OTA industry around but hurdles。According to the statistics of erin consultation，Get season and promotion driver，The second quarter of 2012 of China's online tourism up maintained a rapid growth，Market size of 41.87 billion，Year-on-year growth of 35.8%。At the same time， OTA overall profit margins drop significantly。As early as in 35 years ago，OTA industry average profit margin of 25% or so，But in recent years the industry profit margins continue to decline，Considering the team hotel and recent marketing commitment，OTA enterprise the average profit margin is likely to fall further。

　　以携程为例，今年一季度携程总营业收入为9.64亿元人民币，同比增长18%，但同期营业利润同比下降33%，环比下降23%。携程发布的第二季度财报显示，公司净营收为9.74亿元人民币，与去年同期相比增长17%，当季净利润仅为1.20亿元，同比下滑54%，毛利率水平连续小幅下降。

Those who hold as an example to，In the first quarter of this year the total operating income for those who hold 964 million yuan RMB，Year-on-year growth of 18%，But operating profit fell 33% compared to the same period，Annulus comparing fell 23%。Those who hold the second quarter earnings issued by the display，The company net income is 974 million yuan RMB，Increased by 17% compared with the same period last year，Quarter net profit is 120 million yuan only，Decline 54% year-on-year，Gross profit margin for horizontal continuous small drop。

　　携程资深副总裁汤澜坦言，在一片降价促销声中，携程加入价格战大军实属无奈，为的就是巩固并加大市场占有率，并保持用户的粘性。眼下，消费者对产品价格的敏感度较高，对OTA品牌的忠诚度并不稳定，而这一特点在短期内并不会改观。这种情况下，价格战成了OTA企业争夺市场的最有效方式。

Those who hold senior vice President ShangLan said，In a depreciate sales promotion in the sound，Ctrip.com price war really helpless to join army，In order to consolidate and increase market share，And keep the user viscosity。For now，Consumers to the product price higher sensitivity，Brand loyalty to OTA are not stable，And this one characteristic in the short term will not change。This case，The price war became OTA enterprise for market the most effective way of。

　　“如果行业本身的利润较高，各个公司可以通过不断的价格战将利润保持在一个平稳状态，但是当整个行业的利润已经趋于平稳，再打价格战就会让所有公司处于微利或者亏损状态。”汤澜称，“到了这个地步，就看谁能支撑到最后，最终的结果就是只有几家OTA能够活下来”。换言之，价格战后，OTA行业的集中度将进一步加大。

“If the industry itself of higher profits，Companies can through constant prices will keep their profits in a steady state，But when the industry's profits have already reached a plateau，Price war again will let all the company in a small profit or loss state。”ShangLan says，“At this point，See who can support to the end，The final result is only a few OTA can survive”。In other words，Price after the war，OTA industry concentration will further increase。

　　显然，携程如此大张旗鼓地推出5亿美金的促销计划，其对行业洗牌的渴望可想而知。但不得不提的是，在线旅游业发展至今，诸如艺龙、去哪儿、芒果及其他细分市场的在线旅行社是否单凭一场持续数月之久的价格战就能被击倒呢？

obviously，Those who hold so loudly launched a $500 million sales promotion plan，The industry reshuffle desire it can be imagined。But had to mention was，Online tourism development so far，Such as art dragon、Where to go、Mango and other segments of the market online travel agency only by a constant whether for several months can be knocked down the price war？

　　事实上，对携程及其他OTA而言，“亏本冲量”的价格战只能顾及一时。从短期看，它确实能挤占竞争对手的生存空间，完成自我圈地但从长远看，这并不能增强企业的核心竞争力。可以肯定的是，如果仅仅依赖佣金模式，中介商过往的业绩恐怕难以为继。要摆脱价格战的泥淖，企业必须依靠创新和研发打造出新的产品模式或服务优势，来跳出单一的“鼠标+水泥”的模式。

In fact，To those who hold and other OTA speaking，“Impulse lose money”For the price war can only temporarily。In the short term，It can occupy rival living space，Complete self enclosure but in the long run，This does not enhance core competitiveness of the enterprise。Certainly，If only rely on commission mode，I'm afraid the performance of the past intermediaries to be carried on。To get out of the quagmire of price war，Enterprise must rely on innovation and create new product research and development mode or service advantage，To jump out of a single“Mouse + cement”mode。

　　就携程来说，公司在数年前就提出“四条腿走路”的战略，并在近期开发出了“神秘酒店”、“惠选酒店”等产品，但产品创新的力度仍显不足。在简单的酒店机票预订外，公司如何在多条产品线上调配资源，将酒店机票预订和其他外部服务形态结合起来“打组合拳”，关系到其转型及创新的成败。

Those who hold it for，The company put forward a few years ago“Four legs”strategic，And in the recent developed“Mysterious hotel”、“HuiXuan hotel”And other products，But the strength of the product innovation still shows insufficient。In simple hotel ticket reservation outside，How many products in the deployment of resources online，Will the hotel ticket reservation and other external service form together“Play one-two”，In relation to its transformation and the success or failure of the innovation。

　　在价格和产品的基础上，携程正试图加强供应链衔接、用户体验和服务流程体系化等方面的建设，以整合更多的旅游元素，满足更多的个性化需求，并把细节执行到位。要知道，这远比简单的价格战更费心伤神，却构成了OTA的核心竞争力，也更容易积聚品牌效应。而在外部对手蜂拥而至的当下，给携程的转型期已不会太长。

In price and the basis of products，Those who hold is trying to strengthen the supply chain link、User experience and systematized service process, and other aspects of the construction，To integrate more tourism elements，Meet more personalized needs，And put the detail execution in position。Want to know，This is far less than the price war more bother to simple concern，But constitutes the core competitiveness of the OTA，More easily accumulation brand effect。And in external opponents have flocked to the right now，The transition to electronic has not too long。