轰轰烈烈的8.15电商大战以闹剧收场，换来发改委的介入调查。一场在京东、苏宁、国美等几大巨头之间展开的价格战暂告一段落。

Magnificent and victorious 8.15 electric business war ends to farce,For the development and reform commission (NDRC) intervention survey.A near the/suning/Gome and so on several big giant of negotiations between the price war temporary come to an end.

　　反观在线旅游（OTA）的价格战，携程和艺龙正遭遇资本市场上的营销阻力，凶猛价格战似乎越来越显现疲态。

Online travel in(OTA)Price war,Ctrip and art dragon is under capital market marketing resistance,Fierce price war seems to be getting started to appear.

　　价格战何时会结束？在线旅游企业如何走出用利润换份额的“囚徒困境”？

When price war will end?Online travel enterprise how to go out with profit in share"Prisoner's dilemma"?

　价格战显疲态 Price war show signs of

　　继在线旅游业龙头携程宣布5亿美金投入价格战以后，近日，有外媒消息称，其高层表示，至少今年内公司还会坚持低价促销策略，价格战还会持续，可以预见公司未来两个季度的净利润将明显下滑。

The leading online tourism ctrip announced $500 million investment after the price war,recently,The news media have said,The senior said,At least in this year the company will adhere to the low price promotion strategy,Price war is likely to continue,Can foresee the future two quarter net profit will be a significant slowdown.

　　价格战不会很快结束。业界响应者云云。

Price war will not end soon.The respondent time.

　　然而，来自旅游财经媒体劲旅网发布的《8月份中国在线酒店价格监测分析报告》显示，八月份在线旅游网站的酒店返现力度降低。该调研报告指出，八月份芒果网的返现力度最大，其次是携程旅行网，与芒果网交换了位置，艺龙旅行网仍然位列第三。携程旅行网返现力度环比有较大幅度减小，下降了9.1。本月芒果网返现指数高达109.5，比携程旅行网高出3.8%。而7月，返现指数最高的是携程，仅一个月的时间该网站就悄然调高了酒店价格，减少了返现力度。

however,Financial media giants from tourism and released[August China online hotel price monitoring analysis report]display,August online travel website hotel return now strength reduce.This research report pointed out,August mango net return is the biggest strength,The second is ctrip,And mango net exchange the position,Art dragon travel network still ranked third.Ctrip return now strength link is greatly reduced,Fell 9.1.This month mango net return now index reaches as high as 109.5,More than 3.8% higher than that of ctrip.July and,Return now index is the highest ctrip,Only a month's time the website will quietly raised the hotel price,Reduce the return now strength.

　　有业内人士表示，迫于利润的压力，在线旅游网站的烧钱游戏开始降温，酒店返现范围和返现力度大幅降低，OTA们开始自我调整。

The personage inside course of study says,Under the pressure of profit,Online travel website burn the game start cooling,Hotel return now scope and return now strength greatly reduced,OTA are starting to adjust.

　　价格战从来就不是目的，而只是手段。芒果网副总裁兼市场营销部总经理黄冠睿表示：“价格战似乎成为国内电子商务的当前主流，以投资人的权益交换顾客的利益，实际上是零和游戏，即使少数业者最终用社会成本促成了包含旅游在内电子商务的垄断局面，对于社会整体福祉反而是最不具效率的资源分配方式。何况旅游是人类的基本需求，总有供给因应而生。如果让市场自行演变，让资源掌握者愿意坐下，重新协调市场秩序的润滑剂唯有时间。”

Price war is never purpose,But only means.Mango nets vice President and general manager of Marketing Department HuangGuanRui said:"Price war seems to become the electronic commerce the current mainstream,The rights and interests of the investors to exchange the interest of the customers,In fact is a zero-sum game,Even if a few companies and eventually use social cost contributed to include tourism electronic commerce, the monopoly situation,For society as a whole welfare but is the most has no way the efficiency of the allocation of resources.How much more will travel is basic human needs,Always have to supply is born.If let the market evolution itself,Let her resources to sit down,To coordinate the market order of lubricant only time."

　消费者：呼唤品质游 consumers:Call quality swim

　　艾瑞分析认为，良性竞争的市场有利于整个行业的发展，以“亏本冲量”的方式占领市场只能顾及一时，不利于行业长久发展。

Ereli analysis think,Benign competition of the market is beneficial to the development of the whole industry,to"Sacrifice impulse"The way to occupy the market for only,Against industry long-term development.

　　价格战一方面迅速扩大了在线旅游企业的市场份额，旅游线上预订比例大幅提高。另一方面，价格战也爆发了在线旅游企业的诚信和品质问题，消费者投诉持续不断，行业弊端爆发。

Price war on one hand expanded rapidly the online travel enterprise market share,On the LvYouXian reservation proportional increase.On the other hand,Price war also erupted online travel enterprise credibility and quality problems,Consumer complaints constantly,Industry malpractice outbreak.

　　近期，某业者的酒店团购数据作假欺骗消费者、巴厘岛之旅“疑点重重”等负面事件在微博上传得沸沸扬扬，惨遭网友吐槽。而处理客户投诉也采用三大法：打太极、踢皮球、送积分，甚至还出现了挂电话和甩客户的情况。

recent,One industry hotel group purchase data false cheat consumers/Bali trip"Doubt many"Negative events such as in micro bo upload an uproar,Netizens were spitting tank.And handle the customer complaints also USES three method:Tai chi/Kick a ball/Send integral,There was even a hang up and rejection of the customer.

　　艾瑞表示，目前旅游消费者对产品价格的敏感性较高，短期内不会立刻改观。“价格战”是目前OTA企业争夺市场的最有效手段。但“价格战”之后，产品质量、供应链衔接、用户体验和服务流程体系化等方面的建设将是巩固和提高业绩的核心所在。业内人士也指出低价更应该建立在诚信、品质以及行业良性、健康发展的基础上。

Ereli said,At present tourism consumers to the product price higher sensitivity,In the short term will not immediately change."Price war"Is the OTA for the enterprise market the most effective means.but"Price war"after,Product quality/Supply chain linking/User experience and service process systematized of construction will be to consolidate and improve the performance of the key.The personage inside course of study also points out that low price more should be based on good faith/Quality and industry benign/On the basis of healthy development.

　　历史上产生恶劣影响的“零团费”旅行团，只花几元钱，就可享受4天3晚的港澳旅游，包含食宿、门票，如同天上掉馅饼，这馅饼真的好吃吗？实际情况却是巧立名目促销，服务质量难以保证。

History of produce bad influence"Zero cost"Tours,Takes just a few yuan,Can enjoy four days 3 night of Hong Kong and Macao tourism,Includes room and board/tickets,As heaven fell pie,This pie really delicious?The actual situation is ring the changes on promotion,To guarantee the quality of service.

　　脱离诚信和品质，一味地追求低价必将影响整个行业的持续发展，难保类似“零团费”的恶劣事件卷土重来，损害消费者的利益。

From the integrity and quality,Blindly pursue low price will affect the sustainable development of the whole industry,No similar"Zero cost"Bad events stage a comeback,Damage to the interests of consumers.

行业：创新成长方式 industry:Innovation way to grow

　　孤注一掷的价格战对于企业来说压力重重，尤其是要时时向投资人交代的上市企业。

Put all your eggs in one basket price war for companies to heavy pressure,Especially must constantly to investors metasomatic listed enterprise.

　　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，各一线企业无不感受到前所未有的压力。但价格战只是吸收市场份额的权宜之计，长远来看，还需要营销甚至商业模式的创新。

OTA market growth attracts more and more enterprise face,New entrants a price war again and again,And there are called-are.When different background competitors throng,Each one line enterprise all feel the unprecedented pressure.But price war just absorption market share expedient,The long run,Still need to marketing and even business model innovation.

　　打造新的细分市场，被认为是一种有效手段。芒果网旗下的青芒果通过大力发展预付模式，建立起行业第一的经济型酒店预订业务；携程牵手太美进军高端旅游，在今年初试啼声；途牛、驴妈妈主打用户生成内容+运营，也在行业中自成一格。

Create a new market segment,To be considered as a kind of effective means.Mango network's green mango by devoting major efforts to developing advanced mode,Set up the first industry of economy hotel reservation business;Ctrip in hand too beautiful to high-end tourism,In this first try cry;Way cattle/The donkey mother main user generated content + operation,In the industry also innovative.

　　部分业者推行开放战略，向合作伙伴开放资源，变竞争关系为竞合关系，这种商业模式的再造行动，也逐渐看到成效。这类似于原来一直从事零售业务，现在同时干起了一级批发商，把商品资源打包供给其它渠道销售，以建立起更为广泛的商业联盟。

Part of the implementation of the industry opening strategy,To partner open source,The competition between change for the relationship between competition,This kind of business model and the reshaping of the action,Also gradually see results.This is similar to the original have been engaged in retail business,Now also do his level of wholesalers,The goods resource pack supply other channel sales,To establish more extensive business alliance.

　　“更好的发挥强大资源整合能力，开放拓展更多的合作伙伴，从行业巨头到初创公司，从互联网企业到传统旅行社，建立起广泛协同关系。以产业链合作增进顾客福祉，取代产销之间的利益瓜分心态，才能共同推进行业的实质进步、持续发展与社会认同” 芒果网对于行业前景似乎运筹帷幄，胸有成竹。

"Better powerful resource integration ability,Open expand more partners,From the industry giant to startups,From the Internet enterprise to traditional travel agency,Set up extensive cooperative relationship.To improve customer welfare industry cooperation,Replace between production and marketing in the interests of the carve up state of mind,To promote the essence of the industry progress/Sustainable development and social identity" Mango network for industry prospects seem to have a card up one's sleeve,Have answers.