新华社记者 沈而默 陈爱平 王蔚

The xinhua news agency reporter shen and ChenAiPing WangWei word

　　国家发展改革委２９日公布了第二批降价游览参观点，９４家景点的平均降价幅度达到２５％。然而公布的景区依旧集中于二三线景区，以峨眉山为代表的一线景区甚至逆势涨价。

The national development and reform commission 29 announced the second batch of price CanGuanDian tour,94 the average attractions cut prices of up to 25%.However published scenic area is still focused on two or three line scenic spot,To mount emei as a representative of a line scenic spot even contrarian rise in price.

　　旅游类上市公司的财报数据显示，门票收入的毛利率明显高于其他旅游服务产品。在目前旅游产品结构单一的情况下，旅游类上市公司对于门票收入的依赖短期仍然难以改变。

Tourism companies earnings data display,Tickets income gross profit margin is obviously higher than that of the other travel service products.In the present tourism product structure under the condition of single,Tourism companies for tickets income depends on the short term it is still difficult to change.

　　

旅游景区调价冷热不均 Tourism scenic spot price adjustment uneven and

　　２９日，国家发展改革委公布了第二批降价的游览参观点共９４家，平均降价幅度为２５％，其中４个游览参观点实行免费。

29,The national development and reform commission announced the second batch of CanGuanDian tour price 94 home,The average price cut of 25%,Four CanGuanDian visit a free.

　　此外，湖北省在中秋、国庆节期间，对辖区内所有实行政府定价、政府指导价管理的游览参观点，按照１５％－２５％的幅度统一降价；对现行门票价格在１０元以下的实行免费开放。

In addition,Hubei province in the Mid-Autumn festival/During the National Day,All in the area under its jurisdiction by the fixed/Guided by the government management CanGuanDian tour,According to 15% - 25% of the amplitude uniform price cut;The current ticket prices in 10 yuan of the following a free open.

　　综合第一批、第二批以及湖北、广东和云南三省的降价情况，在中秋和国庆期间降价的５Ａ级景区共有１４家，４Ａ级景区约１４０家。

Comprehensive first/The second batch of and hubei/Guangdong and yunnan provinces price situation,In the Mid-Autumn festival HeGuoQing price during the 5 a grade scenic spot 14 home,4 a level scenic area about 140.

　　不过细究这两批名单，基本都是一些客流量相对偏少的二三线景点，真正的热门景点难觅踪影。一些热门景点反而准备涨价。

But canvass the two batch list,Basic are some passenger volume relative partial less two three line attractions,The real hot spots sight there.Some hot spots but ready to rise in price.

　　峨眉山就是其中的典型。９月１４日，四川省发改委发布公告称，正式批复同意峨眉山风景区门票价格调整。峨眉山风景区门票价格调整为旺季１８５元／人次；淡季１１０元／人次，新价格于２０１３年３月１６日起执行。

Mount emei is one of the typical.On September fourteenth,Sichuan province development and reform commission issued announcement to say,A formal reply agreed to mount emei scenic spot ticket price adjustment.Mount emei scenic spot ticket price adjustment for the season 185 yuan/visitors;Off-season 110 yuan/visitors,New price on March 16th, 2013, the executive.

　　作为上市公司，门票涨价甚至导致投资机构一致看好峨眉山。２０多家券商在这一消息公布之后给予其“增持”或“买入”评级。

As a public company,Ticket prices even cause investment agencies agree that mount emei.More than 20 brokers in the news was announced to give it"increasing"or"buy"rating.

　　在华东师范大学旅游管理系教授楼嘉军看来，从目前情况来看，冷门景区调价的做法还是比较现实的。一方面可以避免热门景区突然降价加剧拥挤，而冷门景区通过调价提高市场认知度。“在目前冷热不均的情况下，分流一部分客人，初衷是很好的，而效果仍然有待观察。”

In east China normal university department of tourist management professor LouJiaJun looks,From the current situation,Unpopular scenic spot price adjustment approach or compare reality.On the one hand we can avoid hot scenic spot price suddenly grew crowded,And unpopular scenic area through the price adjustment to improve market awareness."In the present under the condition of uneven and,Shunt part of the guests,Original intention is very good,And effect remains to be seen."

　

　一线景点不惧降价 A line attractions dare price cut

　　虽然部分景点降价，但是对于一线热门景点而言，其影响甚微。而此次长假包括高速公路免费出行在内的政策，反而会刺激旅游业发展，这对多家旅游类上市公司来说是个利好消息。

Although some scenic spot price cut,But to a line in a hot spot,Its effect on.The long vacation including highway free travel, the policy,It will boost tourism development,The several tourist class listed companies is a good news.

　　瑞银证券分析师王鹏表示，从市场竞争力和票价水平方面看，此次降价的景点对一线景点不存在明显的替代性，因此对一线景点游客的分流影响有限。

Ubs securities analysts WangPeng said,From the market competitiveness and fare levels to see,The price cut scenic spots for a line attractions no obvious alternative,So for a line of tourists attractions shunt limited impact.

　　从需求角度看，一线景点属于稀缺资源，具有较高的门票号召力，需求持续增长，但供给相对有限。部分一线景区节假日的接待量超过景区接待能力，出现过度拥挤的现象。

From the perspective of demand,A line spots belong to the scarce resources,Has the high ticket rallying point,Demand growth,But relatively limited supply.A line of the holiday receive more than the reception capacity,In overcrowded phenomena.

　　从供求关系的角度出发，我国自然景点所有权归国家，经营权归地方政府或者授权经营的企业。在财政支持不足的管理体制下，无论是地方政府，还是享有景区经营权的企业，投资开发景区的目的都在于盈利，因此成本上涨引发提价需求是必然。

From the point of view of supply and demand relation,Our natural attractions ownership belongs to the state,Management to the local government or authorized management of enterprises.In the lack of financial support of the management system,Whether local governments,Or enjoy the scenic area management enterprise,The purpose of investment in the development of scenic spot is profit,Thus the cost price rise caused demand is inevitable.

　　观察Ａ股旅游类上市公司会发现，除了众多以旅行服务为主的上市公司外，还有７家以景点为主营业务的上市公司，分别是丽江旅游、张家界、大连圣亚、峨眉山、宋城股份、黄山旅游、桂林旅游。对于这些上市公司而言，受此次调价影响甚微。而包括高速公路免费出行政策的实施，无疑对这些公司业绩产生利好。

Observation a-share tourism companies will find,In addition to many to travel services as the listed companies,There are seven home to attractions for the main business of the listed company,Lijiang tourism respectively/zhangjiajie/Dalian st and/emeishan/SongCheng shares/Huangshan tourism/Guilin tourism.For these listed companies,By this price adjustment has little effect.Including highway and the implementation of the policy of free travel,No doubt to these companies have good performance.

　　来自民生证券的观点认为，此次降价在一定程度上有二三线景区联合促销的意味，市场关心的上市公司门票价格并未被调整。上市公司景区多数属于一线景区，这些景区在十一期间往往人满为患，调低价格只会对接待能力和环境造成更大的压力，受政策影响的可能性不大。

From the people's livelihood security view,The price cut, in some extent, has two or three line scenic spot joint promotion means,Market concern the listed company ticket price has not been adjusted.The listed company the majority belongs to a line scenic spot,These scenic spot in the national holidays are often crowded,Lower price will only to reception capacity and environmental cause greater pressure,By policies that affect the possibility is not big.

　　

门票支撑旅游经济 Tickets to support tourism economy

　　门票价格之所以成为舆论的热点，除了直接影响到消费者的支出之外，还影响着景区收入甚至当地的经济发展。

Ticket prices are become the focus of public opinion,In addition to directly affect consumers' spending outside,Still affects the income even the local economic development.

　　查阅景点类上市公司的财报可以发现，门票当下仍然是旅游景点的主要营业收入来源，而与旅游中的其他服务环节相比，门票收入的毛利率一直居高不下。

Refer to the attractions companies earnings can be found,The tourist attractions tickets is still the main revenue source,And the rest of the tourism service compared link,Tickets have been running high gross profit margin.

　　以峨眉山为例，其半年报显示，上半年游山门票收入达到１．４６亿元，其毛利率高达４１．０５％。而宾馆客房、餐饮、旅行社、广告及商品收入的毛利率全都在３０％以下，其中旅行社收入毛利率仅有２．８６％。

In emei mountain as an example,Its semi-annual report shows,Swim in the first half of the mountain tickets income amounted to 146 million yuan,The gross profit rate as high as 41.05%.And the hotel guest room/catering/Travel agency/Advertising and commodity income the gross profit margin on all below 30%,The travel agency income gross profit rate is only 2.86%.

　　与其他产品投入大量人力、物力相比，门票收入可谓“靠山吃山、靠水吃水”。

And other products invest a lot of human/Than material,Tickets income is"Backer has mountain/Draft relying on water".

　　中银国际分析师冯雪表示，虽然国内旅游业一直在提倡摆脱“门票经济”，打造旅游产业链。但是客观地讲，目前国内一线景区中，真正打造旅游产业链的景区较少，大多还是依靠门票、索道、酒店餐饮在支撑。

Bank of China international analyst FengXue said,Although the domestic tourism has been advocated to get rid of"Tickets economic",Make travel industry chain.But objectively speaking,At present domestic a line in the scenic spot,Really make tourism industry chain less scenic spot,Most still rely on tickets/cableway/Hotel food and beverage in support.

　　楼嘉军表示，旅游产品结构不合理，旅游景区收入结构单一，是景区产生“门票依赖”的重要原因。“游客除景区门票外，第二、第三消费还较低，由于景区鲜有地方特色的纪念品，餐饮等服务也参差不齐，所以餐饮、购物等方面的消费总体上还不足，导致门票收入占到游客在景区消费比重８０％以上。”

LouJiaJun said,Tourism product structure is not reasonable,Tourism scenic area income structure single,Scenic spot is produced"Tickets rely on"The important reason for the."Tourists in addition to scenic spot outside the tickets,The second/The third consumption is lower,Because of the few local characteristics souvenirs,Catering services could also is uneven,So food/Shopping, etc on the overall consumption is insufficient still,Lead to tickets income account for tourists in the scenic spot consumption ratio above 80%."