在线旅游服务代理商为争夺市场各出奇招，游客出游应如何选择?

Online travel service agency for the market for the shock recruit，Tourists travel should be how to choose?

为夺客源引发“价格战” To take passengers cause“Price war”

　　今年6月，携程网推出了“酒店团购直减10%”的活动。艺龙旅行网紧随其后，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”的促销活动。7月，芒果网抛出“8000万元酒店预订补贴”计划，8月再投8000万，将范围扩大至经济型酒店和星级酒店。携程又于8月初推出度假产品“点评返现”，主流产品全线让利。

In June this year，Ctrip launched“Hotel group purchase straight down to 10%”activities。Art dragon travel net followed，launched“The high star hotel return 100 yuan up，Samsung hotel return 50 yuan，Economy hotel return 30 yuan”promotion。July，Mango net out“80 million yuan hotel reservation subsidies”plan，August in 80 million again，Will be expanded to the economy hotel and star hotel。Ctrip again in early August vacation product launch“Comment on return now”，All mainstream products greatly。

　　价格战的背后，是企业因成本低而吸引游客，还是不惜损失利润?遨游网事业部品牌营销中心营销主管尚童童告诉本报：“价格战的直观效应是在短期内迅速吸引一定数量的用户，单纯的价格战吸引到的可能只是一批不稳定的消费群体。如何用独特的产品体验和优质诚信服务，将价格竞争转为服务竞争，使消费群体真正转化为自己品牌的忠实用户，获得正面、积极的口碑，这些才是OTA从长远考虑更应该重视的事情。”

Price war behind the，Is the enterprise because of low cost and attract tourists，At loss or profit?Surfing the web business brand marketing center marketing director is still TongTong told this newspaper：“Price war of the visual effect is quickly in a short period of time to attract a certain number of users，Simple price war attracted to the possibility of just a batch do not stable consumer groups。How to use the unique product experience and high quality good faith service，Will the price competition to service competition，Make consumer groups really into their own brand loyal users，Get positive、Positive word-of-mouth，These are OTA in the long run more importance should be attached to things。”

　　“价格竞争的白热化，非常容易催生行业乱象的集中涌现。”遨游网事业部总经理骆海菁表示，“价格战的发起，需要有市场拉动、成本拉动和技术拉动三种类型的动力。在市场、技术水平等大环境还未有太大变革的前提下，各家企业如果要参与价格战，只有拼谁的资金能够撑到最后，在毛利水平极低的行业背景下，以牺牲利润为代价来获取营业额的增长方式，无异于饮鸩止渴、竭泽而渔。”

“The price competition intensified，Very easy to mess expedites the industry concentration of emerging。”Surfing the web LuoHaiJing department general manager said，“Price war for the launch of the，Need to have market pull、Cost pull and technical pull three types of power。In the market、The standard of technology environment also not too big change of the premise，Each enterprise if you want to participate in price wars，Only spell whose capital can stay to the end，In the margin level very low industry background，To sacrifice profits for price to obtain the turnover growth mode，The remedy is worse than the is、The goose that lays the golden eggs。”

　　北京理工大学经济学教授胡星斗认为，旅游市场竞争激烈，只有规模大的企业才可生存下来。网上预定方便旅游，但存在风险，会有欺诈、行业不规范等问题。“在线旅游企业打价格战吸引游客，通过让游客花费更多时间在购物点的方式，来弥补低价造成的经济损失。”

Beijing university of science and technology economics professor hu xingdou, think，Tourism market competition is intense，Only large enterprise can survive。Online reservation convenient travel，But there are risks，Will have fraud、The problems such as nonstandard industry。“Online travel enterprise price war to attract tourists，Through the let visitors spend more time in the 购物点 way，To make up for the economic loss caused by low price。”

在线旅游应以服务取胜 Online travel should with service to win

　　市场竞争中，在线旅游企业如何抢占先机，占领市场份额?去哪儿网副总裁戴政表示，对在线旅游行业来说，线上和线下的整合能力尤为重要。要更好地服务于线上线下的游客，必须注重提供给游客优质的服务和性价比高的产品。“去哪儿网刚投资了3000万美元打造旅游智能化服务平台，并向所有旅游在线供应商免费开放其旅游服务平台，打造高服务品质的旅游搜索引擎。”

Market competition，Online travel enterprise how to grab opportunities，Seizes the market share?Where to go and DaiZheng said vice President，Online travel industry to it，Online and offline of conformity ability is especially important。To better serve the on line below the line of tourists，Must pay attention to provide high quality service to tourists and cost-effective products。“Where to net just investment $30 million build tourism intelligent service platform，And to all travel online vendors free open its tourism service platform，To make the high service quality tourism search engine。”

　　芒果网市场营销部副总经理谢航认为，线上要提供丰富的产品，方便、快捷的预订方式;线下要做好后续的服务。“近几年芒果网不断发力细分领域，在邮轮、租车、港澳酒店等细分产品上打造产品优势。既卖产品，更卖服务。”

Mango network marketing of vise general manager XieHang think，Online to provide rich products，convenient、Quick reservation way;Offline to do the follow-up service。“In recent years and mango constantly hair force segmentation field，In cruise、Car rental、Hong Kong and Macao hotel segmentation products make the product superiority。Not only selling products，More sell service。”

　　而在尚童童看来，国内的传统旅行社行业已有多年的经营历史，在线旅游市场目前还在转型期。消费者逐渐由要素组合需求向旅游产品和旅游服务的需求进行转移，旅游产品作为一种服务体验，促使在线旅游企业除了不断往产业链下游延伸，掌握更多酒店、机票、景区等资源，提供真正符合客户需求的旅游产品外，还需要练就扎实的服务功底。“遨游网背靠中青旅，有了强大的资源后台做支撑，就不会依赖昙花一现的低价策略，而是谋求更加长远的服务能力、平台功能和整合能力。”

And in TongTong still looks，Domestic traditional travel agency industry has many years of operating history，Online travel market is still in the transition period。Consumer demand gradually from the elements combination to tourism products and tourism service needs to transfer，Tourism products as a service experience，Make online tourism enterprise in addition to constantly to industrial chain downstream extension，Master more hotel、ticket、Scenic spots, such as resources，Provide a truly meet customer demand of the tourism products，Still need to practice solid service skills。“Surfing the web cyts Tours back，Have a strong resources background do support，Won't depend on a flash in the pan of the low price strategy，But seek more long-term service capacity、Platform function and integration ability。”

　　Vanff国际电子商务集团有限公司董事长秦士存告诉本报，一站式旅游电子商务前景最好。游客选择时很看重服务质量，在线旅游企业应做好服务本质。

Vanff international e-commerce group co., LTD., chairman of the board QinShiCun told this newspaper，One-stop tourism electronic commerce best prospect。Visitors when the choice are concerned about the quality of service，Online travel enterprises should do service essence。

游客更重安全 Tourists more heavy security

　　面对纷繁的在线旅游市场，旅客应如何选择?游客廖女士告诉本报，选择在线旅游企业时，会考虑付款的安全性和隐性消费问题，一般会选择有中介的支付机构，类似于支付宝，或者是先预付定金，到旅行社或签合同的时候付清全款。

In the face of the numerous online travel market，Passengers should how to choose?Tourists manifold lady told this newspaper，Select online travel, the enterprise，Will consider payment security and recessive consumption problem，General will choose to have intermediary payment mechanism，Similar to pay treasure，Or is first down payment，To travel or sign a contract pay all the time。

　　游客吴女士也表示选择时会首先考虑安全因素。

Tourists ms wu also said choice will first consider the factor of safety。

　　“低价背后，消费者必须理性选择有影响力的在线旅游供应商，避免受一些钓鱼网站或山寨网站的骗。”戴政提醒道，“这些钓鱼网站及山寨网站骗取游客的招数通常是让消费者去ATM机操作付款，并让消费者输入密码，其实消费者输进去的密码就是金额，等消费者反应过来这些不良网站已经把游客的钱骗走了。”

“Behind at a low price，Consumers have to be rational choice influential online tourism suppliers，Avoid some fishing by the web site or the stronghold website cheat。”DaiZheng warns，“These fishing website and the stronghold website visitors cheating way is usually let consumers to ATM machine operation payment，And let the consumer password，In fact the consumer to lose in the password is amount，And the consumer reaction to these bad sites have put tourists money fooled。”

　　戴政认为，游客选择时要考虑在线旅游服务提供商在行业内的知名度、旅游产品价格、服务以及产品的丰富性等要素，同时也要注重产品库存的多样性、客户服务、预订取消政策、网站使用的方便性、网站支持的支付方式等，其中知名度及价格是首要考虑因素。

DaiZheng think，Visitors should consider when the choice online travel service provider in the industry's popularity、Tourism product price、Service and the products the richness and so on element，At the same time, also want to pay attention to the diversity of products inventory、Customer service、Reservation cancellation policy、Website ease of use、Site support payment, etc，The popularity and price is the primary factor。

　　“价格、网站的用户体验、行程充实度和透明度、服务质量，都是游客在意的要素。以前的在线旅游预订者大多数更在意价格，但随着市场逐渐成熟，消费者逐渐由要素组合需求向旅游产品和旅游服务的需求进行转移。因此在网站浏览、下单、支付体验、产品和客服的专业性、服务质量和承诺等方面，游客考虑因素所占比例越来越大。”尚童童分析。

“price、Website user experience、Stroke enrichment degree and transparency、Service quality，Are visitors care elements。Previous online travel booking person most more care about the price，But as the market has been gradually mature，Consumer demand gradually from the elements combination to tourism products and tourism service needs to transfer。So in a web site visit、order、Pay experience、Professional products and customer service、The quality of service and commitment, etc，Tourists proportion factor is more and more big。”TongTong analysis is。

　　谢航认为，网上预订旅游产品已经成为旅游业发展的主流趋势，越来越多的消费者选择网站预订机票、酒店和旅游产品，在线旅游企业也已经能够提供完善的旅游服务。游客可以方便、省心地选择在线旅游服务。

XieHang think，Internet booking travel products has become a mainstream trend of tourism development，More and more consumers choose website booking the ticket、The hotel and tourism products，Online travel enterprise also has been able to provide perfect tourism services。Visitors can convenient、Save worry to choose online travel service。

　　对于如何选择在线旅游服务，谢航建议，“首先，要选择信誉度高的知名在线旅游网站，如芒果、携程、艺龙等大型的在线旅游网站，切不可被低价迷惑，如果是根本没听说过的网站的产品，即便是价格非常优惠，也不要随意购买。”

For how to choose the online travel service，XieHang Suggestions，“First of all，Want to choose high credibility of famous online travel website，Such as mango、ctrip、Art dragons, etc. Large online travel website，Must not be confused at a low price，If it is never heard of website products，Even if is the price is very favorable，Also do not buy at will。”

　　“其次，购买旅游团购产品需谨慎，很多在线旅游网站在宣传团产品时用词模糊，消费者在购买前应仔细阅读产品细节的介绍和消费条款的表述，事先了解可能有哪些隐性消费项目，确认游览内容和服务标准。”

“secondly，Purchasing tourist group purchase products should be interpreted with caution，A lot of online travel website in promotional group products fuzzy words，Before consumer is buying should carefully read product details introduction and consumption the expression of terms，Prior understanding may have what recessive consumption project，Confirm visit content and service standards。”

　　“此外，消费者在购买旅游产品时，一定要向商家索要并签订正规旅游合同;同时，保留好确认短信及产品内容页面等凭据，以备发生意外纠纷时维权。”

“In addition，Consumer is buying tourism products，Must to businessman and sign regular tourist contract;At the same time，Keep good confirmation message and product content page and credential，For the accident rights disputes。”