随着价格战的持续升级，业内人士认为，在线旅游业已进入重新洗牌的全新阶段，最终将只剩一两家网站主导市场价格，这对消费者来说未必是件好事。

Along with the continual upgrading of the price war，The personage inside course of study thinks，Online tourism industry into the reshuffle of the new stage，Eventually there will only be one or two web site dominate the market price，The consumers is not necessarily a good thing。

　　8月21日，艺龙网发布了Q2财报。二季度数据显示，通过艺龙预订的酒店客房“间夜量”，约为370万间夜，同比增长65%；在线预定比例达72%；酒店团购市场第一名，手机预订领域继续保持高速增长。艺龙CEO崔广福预测，Q3财报营收增长为10%～20%，他表示，这是受价格战影响。

August 21，Elong released Q2 earnings。The second quarter data display，Through the arts dragon hotel rooms booked“Night room quantity”，About 3.7 million room night，Year-on-year growth of 65%；Online booking rate of 72%；Hotel group purchase market first，Cell phone book areas continue to maintain high growth。Art dragon CEO CuiGuangFu prediction，Percentile earnings revenue growth of 10% ~ 20%，He said，This is the impact of a price war。

　　同日，在媒体沟通会上，崔广福称，“对携程掀起的价格战坚决反对，但我们也不惧怕。艺龙仍按既定目标投入，并继续向中小OTA企业开放库存”。

On the same day，In the media communication meeting，CuiGuangFu says，“Those who hold to a price war firmly opposed，But we will not be afraid。Art dragon still according to the established goal input，And continue to small and medium-sized OTA enterprise open inventory”。

　　携程欲大乱大治

Ctrip to great order and chaos

　　“对旅游业来讲，最重要的事是提升服务品质，增强产品的设计和运营能力，让消费者得到更好的旅游体验，把焦点放在价格上，无疑饮鸩止渴。旅游电商的价格战主要以酒店预定为主，但目前有向旅游度假产品蔓延的迹象。”中青旅控股市场推广部总经理葛磊的一番话，透着这两个月来发生在旅游电商间“价格暗战”的隐忧。

“In terms of the tourism，The most important thing is to upgrade our service quality，Enhance product design and operation ability，Let consumers get better tourism experience，To focus on the price，Undoubtedly the remedy is worse than the。Tourism electric business price war mainly hotel reservation is given priority to，But there are to tourist products signs of spread。”Cyts Tours holding market department general manager GeLei words，Through the two months to occur in tourism electric business room“Price dark war”worry。

　　这场“价格战”始于今年6月。当时，OTA大佬携程高调推出团购业务。6月底，芒果网宣布出资8000万元“真金白银”投入 “酒店预订补贴计划”。7月5日，携程宣布投入5亿美元进行为期一年的低价促销消息，而就在日前，携程网再度宣称度假产品正式推出“点评返现”，眼下携程的大促销又从酒店、机票预订扩展到休闲度假产品领域。

the“Price war”Began in June this year。At that time，OTA two high-profile ctrip launch group purchase business。By the end of June，Mango net announced invested 80 million RMB“Real gold and silver”input “Hotel reservation subsidy plan”。On July 5,，Ctrip announced invested $500 million for a low promotional news，And in a，Ctrip holiday products again declared officially launched“Comment on return now”，At the moment of ctrip big promotion and from the hotel、Ticket reservation expanded to leisure products field。

　　为了应战，来自携程的上游、同行和不同细分领域的竞争对手，诸如格林豪泰、艺龙、去哪儿、今夜酒店特价等纷纷加入这场价格战。

In order to battle，Ctrip from the upstream、Counterparts and different segmentation field competition，Such as green tree、Arts dragon、Where to go、Tonight the hotel, such as special, joined in the price war。

　　“携程挑起价格战是因为艺龙在酒店预订方面宣战，但是把价格战引向旅游度假产品是携程的自发行为，艺龙和芒果可没有度假产品。”采访中，某旅游业界资深人士对记者无奈说道。

“Ctrip make price war because art dragon in the hotel reservation aspects declaration of war，But the price war to tourist product is ctrip's spontaneous behavior，Art dragons and mango can have no vacation product。”interview，A travel industry senior personage to reporters said the helpless。

　　来自携程旅行网市场营销资深副总裁汤澜的回应称，价格战在目前并不是唯一的竞争手段，却是最有效的手段，“携程只有介入价格战，才能促使整个行业重新回到理性的轨道上来，以达到大乱大治的目的。”携程对《每日经济新闻》记者表示，“从长期看来，促销会帮助携程进一步扩大领先的市场优势。”

From ctrip marketing senior vice President ShangLan response says，Price war in the present is not the only means of competition，It is the most effective means，“Ctrip only intervention price war，To make the industry back to rational track，In order to achieve the purpose of great order and chaos。”For ctrip《Daily economic news》reporters，“From the long term，Promotion will help ctrip further expand the leading market advantages。”

　　在线旅游业将重新洗牌

Online tourism will reshuffle

　　艺龙为了迎战也扩大了返现力度，而返现又将从营收中直接扣除，因此营收增速预计会比预订量增长低。对此，艺龙网CEO崔广福也预测Q3财报营收增长为10%～20%，他表示，这是受价格战影响。

Art dragon in order to play also enlarged the return now strength，And now and will return from revenue direct deduction，Therefore revenue growth is expected to more than YuDingLiang low growth。this，Elong CEO CuiGuangFu also forecast earnings un-drained revenue growth of 10% ~ 20%，He said，This is the impact of a price war。

　　“价格战的过度消耗，会让旅游业的声誉及产品品质重落低谷，能打价格战的行业，都是以标准化产品为主，价格战会消耗利润，但不损伤品质，但诸如旅游这样的服务性行业，利润的压缩必然带来品质的损害。如果价格无法体现服务的价值，那么商业模式和产品设计一定会出现致命问题。”葛磊指出。

“Excessive consumption of price war，Will make tourism reputation and product quality flump bust，Can play price war industry，Standardized products are mainly，Price war will cost profit，But no damage to the quality，But such as tourism such service industry，The compression of profit will bring quality damage。If prices do not reflect the value of service，So business model and product design will appear the deadly problem。”GeLei pointed out that。

　　随着价格战的持续升级，业内人士认为，在线旅游业已悄然进入重新洗牌的全新阶段。

Along with the continual upgrading of the price war，The personage inside course of study thinks，Online travel has quietly into the reshuffle of the new stage。

　　“现在携程和艺龙参与到价格战中，对OTA的小网站打击很大，对行业有洗牌作用，一些不规范和实力小的网站会倒掉。乐观地来看，行业会更规范；悲观地来看，行业集中度会更高。”旅游电商业界从业者Eric向记者举例，拿酒店预订举例，由于携程和艺龙的价格战，锦江之星方面已开始着手规范价格，所有OTA上价格必须一致，谁不一致就取消这个渠道。另一方面，就是会让更多消费者关注网上的价格，对于整个在线旅游行业是好事。

“Now those who hold and art dragon involved in the price war，To OTA little website a great shock，Industry to shuffle action，Some non-standard and strength small website will pour out。Optimistic to see，Industry will be more standardized；Pessimistically to see，Industry concentration will be higher。”Tourism electric business practitioners Eric for example to reporters，Take hotel reservation for example，Because of ctrip and art the dragon's price war，Jinjiang star has begun standard price，All OTA must agree on the price，Who does not consistent will cancel the channel。On the other hand，Is will let more consumer attention online price，To the online travel industry is a good thing。

　　价格战或催生行业寡头

Price war or midwifery profession oligarchs

　　“价格战的深层次原因在新技术环境下创新无力、模式老旧，根源是失去技术创新力。在线旅游市场同样出现多元化、多样化、个性化、特色化的趋势，细分市场和细分渠道不断发展，改变了原先的市场格局。细分市场诸如途家、艺龙、驴妈妈、途牛、悠哉等出现。”华美酒店顾问首席专家赵焕焱如是指出价格战之根源。

“Price war is the deep reason in the new technology environment innovation weakness、Mode old，The origin is the lost technology innovation。Online travel market also appears diversification、diversification、personalized、Characterization trends，Market segments and segmentation channel continuous development，Changed the original market pattern。Market segments such as way home、Arts dragon、Ass mother、Way cattle、Leisurely appear such as。”Huamei hotel consultant ZhaoHuanYan chief expert pointed out that if the root of price war。

　　对于这场持续升级的价格战，不少消费者也看得是云里雾里，对于低价促销的力度与真实性开始有了更理智的思考。

For the continual upgrading of the price war，Many consumer also is to see in the clouds in the fog，For in the sales strength and authenticity began to have a more rational thinking。

　　遨游网总经理骆海菁给记者举例：“企业打价格战就像是比赛中运动员打兴奋剂，既伤了自己又不能持久。企业之间非理性的价格战，很容易误导消费者，走入价格陷阱的误区，必定伤害行业的健康发展。”骆海菁透露，其实很多诱人的低价背后潜藏着诸多陷阱，例如：虚假无效的低起价；出境游行程费用中不包含消费者必须支付的机场税、燃油税等常规项目；甚至采取降低产品品质和服务质量的方式调整价格，例如某5天产品，采用晚航班和早航班搭配，无形之中压缩游客近2天游览时间。“如此下去，受伤害的只能是消费者，和整个旅游行业的公信力。”

The general manager LuoHaiJing surfing the web to reporters, for example：“Enterprise price war is like the game players to play the doping，Not only hurt yourself and not for long。Between enterprise irrational price war，Very easy to misdirect consumer，Walk into price trap error，Will harm the healthy development of the industry。”LuoHaiJing revealed，Actually a lot of attractive low lurk behind many traps，For example：False invalid low price；Outbound travel costs do not include consumers have to pay the airport tax、Fuel oil tax and regular project；Even is to reduce product quality and service quality adjustment of price，For example a 5 day products，The night flights and early flight collocation，Aeriform in compression visitors nearly 2 days tour time。“So down，Hurt only is consumer，And the whole tourism industry credibility。”

　　对于价格战的结果，中国旅游研究院副研究员杨彦锋指出，“肯定要导致重新划分市场范围，这就是为什么大家或主动或被动地都要参加。”

For the result of price war，China's tourism research institute associate researcher YangYanFeng pointed out，“Bound to lead to further divided market range，This is why people or actively or passively should attend。”

　　到底“价格战”对行业是利大于弊，还是弊大于利？在赵焕焱看来，显然没有那么乐观。“价格战的实质我认为是以牺牲多数人长期的利益换取少数人短期暂时的利益。以价格战来改变市场格局实际是行业病态发展的一个局部体现。升级的价格战是在线旅游行业尚未建立游戏规则从而丧失理智的行为，压低利润将会降低服务水平，损害消费者利益。价格战最终将导致行业垄断形成，最后只剩一两家网站主导市场价格，将损害在线旅游企业、酒店行业和消费者的权益。”

exactly“Price war”To the industry outweigh the drawbacks，Or do more harm than good？In ZhaoHuanYan seems，Obviously not so optimistic。“The essence of the price war, I think most people at the expense of long-term interests in exchange for a few short-term temporary benefit。To price war to change market is actually industry pathological development of a local reflect。Upgrade the price war is the online travel industry has not been set up the rules of the game and irrational behavior，Depress profits will reduce service level，Damage the interests of consumers。Price war will eventually lead to industry monopolies，Finally there are only one or two web site dominate the market price，Will harm the online travel enterprise、The hotel industry and the rights and interests of consumers。”

　　采访中，旅游业界人士呼吁，OTA巨头应停止价格恶战，在市场成熟的国家，是不会发生这样的情况。

interview，Travel industry calls for people，OTA giant should stop set prices，In the market mature countries，This situation is not going to happen。

　　作者：夏冰 (来源：每日经济新闻)

The author：XiaBing (source：Daily economic news)