【环球旅讯】(记者 曾建民 周德升)近日，携程旅行网与奇虎360（以下简称360）宣布签订全方位战略合作协议。据悉双方将在以下几个方面进行合作：双方将实现账号互通；360将为携程用户的预订与支付的消费安全提供支持；携程将为360安全桌面平台提供各类旅游服务应用。此外，携程还将与360在定制浏览器、无线客户端、网址导航、搜索服务等方面陆续开展合作。

[Universal brigades -](Reporter CengJianMin ZhouDeSheng)recently,Ctrip and JiHu 360(Hereinafter referred to as 360)Announced a comprehensive strategic cooperation agreement.It is reported the two sides will cooperate in the following several aspects:The two sides will realize communication account;360 will for ctrip user reservation and payment consumer safety to provide support;Ctrip will for 360 security desktop platform to provide all kinds of tourist service applications.In addition,Ctrip will also and 360 in custom browser/Wireless client/Site navigation/Search services continue carrying out cooperation.

　　类似的互联网和OTA巨头的合作已不算是新鲜事。早在2009年，人人公司前身千橡集团曾入股艺龙；2011年5月，腾讯入股艺龙，成为后者的第二大股东；同年7月，百度投资3亿美元控股去哪儿。自360今年8月推出独立搜索以来，其市场份额在不断攀升，携程选择在此时与360结盟，也就让人感到不那么意外了。然而，双方的合作能否带来预期的效果？将给国内在线旅游市场带来多大的影响依然成为业界关注的焦点。笔者以下将从此次合作涉及的几个方面，来对上述问题做一个解读。

Similar Internet and OTA giant cooperation has not a new.As early as in 2009,Everyone company predecessor r2g group has become a shareholder arts dragon;In May 2011,Tencent invest art dragon,Become the second largest shareholder of the latter;In the same year in July,Baidu investment of us $300 million holding where to go.Since the 360 August launched since the independent search,Its market share is increasing,Ctrip selection in the alliance with 360,Also let a person feel not so wrong.however,Cooperation can bring the desired effect?Will give the domestic online travel market will bring much impact the industry still become the focus of attention.Under the author from the cooperation involves several aspects,To the above problems do a reading.

　　首先，360庞大的用户量能否给携程带来满意的转化率？据360正式对外披露的数据，截止2012年6月，其PC端产品和服务的月活跃用户数达到了4.25亿。但用户量能否等同于有效的转化率还需要时间去验证，这一点似乎已经有前车之鉴。人人在入股艺龙后双方一直在探索SNS方面的电子商务合作，不过这种合作并未产生预期的效果，最终在2011年11月人人公司将所持艺龙股份出售给了Expedia，净赚5090万美元；同时据环球旅讯了解，腾讯与艺龙之间的合作为后者带来的预订转化率也远低于双方的预期。

First of all,360 large users can you give ctrip gratifying conversion rate?According to the 360 officially disclosure of data,By June 2012,The PC products and services on the active users reached 425 million.But users can equal to effective conversion rate still need time to verify,It seems to have an investor.Everyone in the invest art dragon after the two sides have been exploring SNS aspects of electronic business cooperation,But this kind of cooperation has not produced the desired effect,Finally, in November 2011, the company will have all arts dragon shares sold to the Expedia,Net $50.9 million;At the same time according to the global trip - to understand,Tencent and art dragon for the latter the cooperation between bring reservation conversion were far less than the expected.

　　为了解360和携程合作所涉及的用户互通情况，笔者分别使用各自的账号尝试登录两个网站，结果是使用360账号可以登录携程，而携程账号暂时无法登录360，账号互通目前看来只实现了单向连接。此外，用户在携程官网注册新账号和使用360新注册账号登陆携程，会员享受的权益也是有所差异的（详见图一）。另外，笔者使用等级较高的360账号登录携程，虽有酒店消费券，但仍少于携程网新注册用户的1300元。在积分和酒店消费券方面，携程网新注册用户获得的权益显然要高于来自360的用户，携程显然是对这种合作“有所保留”。

In order to understand 360 and ctrip cooperation involves the user inform each other,The author separately using their account try to login two web sites,The result is to use 360 account can login ctrip,And electronic account temporarily unable to log in 360,Account communication at present seemed to realize the unidirectional connection.In addition,Users in the electronic registration website new account and use 360 new registered account landing ctrip,Enjoy the rights and interests of the members is the differences(As shown in the diagram a).In addition,The author use level higher 360 account login ctrip,Although have hotel consumption coupon,But it is still less than ctrip new registered users of 1300 yuan.In the integral and hotel consumption coupon aspects,Ctrip new registered users get obviously to be higher than the rights and interests of from 360 users,Ctrip is obviously to this kind of cooperation"reservations".

　　或许360的用户特性与人人和腾讯的社区流量存在一些差异化，但在旅行预订已经成为诸多垂直电商网站“标配”的条件下，估计这种“泛”流量对携程预订的拉动作用在短期内还很难让人有太高的预期。

Perhaps 360 users characteristics and everyone and tencent community flow exist some differentiation,But in travel bookings has become many vertical DianShangWang station"With standard"conditions,Estimate the"flood"Flow of ctrip reservation pull role in the short term is difficult to let people have too high expectations.

　　下面，我们再来看看双方在搜索方面的合作情况。自从8月16日360推出综合搜索业务以来，其市场份额在不断攀升。据Hitwise公布的数据显示，360搜索上线一周即已获得了10%的市场份额。随着360对搜索产品的不断提升，携程与360在搜索方面的合作将成为此次战略合作中最值得关注的领域，百度控股去哪儿之后为后者带来的流量跃升已经是最好的例证。

the,Let us look at both sides in the search of cooperation.Since August 16 360 launch since comprehensive search business,Its market share is increasing.According to Hitwise figures showed,360 search online is a week has received 10% of the market share.With 360 to search product continuously improve,Ctrip and 360 in search of cooperation will become the strategic cooperation in the field of the most concern,Baidu holding where to go for the latter after bring traffic jump is the best example.

　　那么，携程与360综合搜索的合作如何被体现呢？笔者在360综合搜索上针对“机票”、“订机票”“酒店”、“订酒店”、“旅游”、“出境游”等旅游类关键词进行了搜索，并对携程、艺龙、去哪儿和酷讯的搜索排名情况进行了汇总（详见表一）。在 “酒店”、“订酒店”、“酒店预订”这三个关键词的搜索排名中，携程均位于第一位；而在搜索“机票”、“订机票”时，去哪儿和酷讯的排名则要高于携程。总体来说，携程在搜索结果中的排名均比较靠前，他们在机票、酒店、旅游、度假类的关键词搜索排名中基本都位于第一页；去哪儿和酷讯的排名也相当不错；而艺龙的搜索结果则较为靠后，除了在酒店相关的三个关键词的搜索排名中位于第一页以外，在其他关键词的搜索结果中基本都是位于第2、3页，甚至是前5页之外。虽然从这些搜索结果中，我们很难断定360是否对携程有一些“偏爱”，但相比用户互通，360搜索为携程带来的战略价值显然是更加值得期待的。携程携手360搜索，可能也将成为他们制衡百度+去哪儿联盟在旅游搜索领域近乎垄断地位的利器。

so,Ctrip and 360 comprehensive search cooperation is how to reflect?The author in 360 comprehensive search on"ticket"/"Book ticket""The hotel"/"Booking hotel"/"tourism"/"Outbound tourism"And other tourist class the keywords search,And electronic/Arts dragon/Where to go and cool - search engine ranking situation summary(See table 1).in "The hotel"/"Booking hotel"/"Hotel reservation"The three key words search rankings,Ctrip are all located in the first;And in the search"ticket"/"Book ticket"when,Where to go and cool - ranking is higher than ctrip.overall,Ctrip in search results ranking are relatively in front,They in the ticket/The hotel/tourism/Vacation class keyword search rankings basic are located in the first page;Where to go and cool - ranking also is quite good;And art dragon of the search results is more back,Besides the hotel related three key words search rankings is located in outside the first page,In other key words search results are basically located in the second/Three pages,Even outside the first five pages.Although from these search results,It is difficult to judge whether the 360 for ctrip have some"preference",But compared with the user communication,360 search for ctrip bring strategic value is obviously more worth looking forward to.Ctrip hand in hand 360 search,May also will become their checks and balances baidu + where to alliance in tourism search field near monopoly position of edge tool.

　　再来看看360桌面应用和浏览器应用的搜索情况。截止2012年6月，360浏览器的月活跃用户数量为2.72亿，用户渗透率超过61%，居国产浏览器榜首。360桌面和安全浏览器均能提供众多的前端入口，双方在此领域的合作无疑将给携程带来良好的推广效果。在搜索“酒店”和“酒店预订“应用时，携程的搜索结果排名均比艺龙居前（见表二），去哪儿则在“机票”和“酒店”的应用搜索排名均居于第一位，酷讯也在“机票”、“酒店预订“和 “酒店”的应用搜索排名中居于前五位。

Come again to see 360 desktop applications and browser application search conditions.By June 2012,360 the browser on active user number for 272 million,User permeability of more than 61%,The top domestic browser.360 desktop and safety browser all can provide many of the front entrance,Both sides in the fields of cooperation will undoubtedly give ctrip bring good promotion effect.In the search"The hotel"and"Hotel reservation"application,Ctrip search results ranking are better than those of arts before the dragon(See table 2),Where to go is in"ticket"and"The hotel"The application of all ranks the first search rankings,Cool - also in"ticket"/"Hotel reservation"and "The hotel"Application search rankings top 5.

　　在360另外一个重要的流量入口—360导航中，携程也位于首页综合网址的显著位置（见图二）和旅游类网址的第一位（见图三）。可以预见，随着双方合作的不断深入，360导航、桌面应用和安全浏览器将有望给携程带来可观的流量。

In 360 another important flow inlet - 360 in navigation,Ctrip also lies in the comprehensive web site home page of the significant position(See figure 2)And tourist class web site first(See chart three).Can foresee,With the deepening of the cooperation of both sides,360 navigation/Desktop applications and security browser is expected to give ctrip bring considerable flow.

　　通过以上的分析，我们可以看到双方的合作仍然处于前期的探索阶段。但由于360的产品涉及PC端、无线、搜索、浏览器、安全等多个领域，可以说双方的合作具有非常大的想象空间。携程能否通过此次战略合作，对抗百度+去哪儿和腾讯+艺龙的联盟？双方对此次合作有哪些期待？合作是基于一种什么样的收入模式？未来双方有哪些深度合作的计划？笔者就以上问题采访了携程相关负责人，但携程方面表示“双方签有保密条款，所以具体合作细节目前不方便提供”。

Through the above analysis,We can see cooperation is still in the early stage of exploration.But as a result of 360 products in PC/wireless/search/browser/Security, and other fields,Can say cooperation has very big imagination space.Ctrip can through this strategic cooperation,Against baidu + where to go and tencent + art the dragon's league?Both sides of the what look forward to cooperation?Cooperation is based on a kind of what kind of income model?The future what depth cooperation plan?The author interviewed the above problems those who hold the relevant person in charge,But ctrip said"Both parties sign a confidentiality clause,So specific cooperation details are not convenient to provide".

　　或许在短期内我们很难看到双方的合作对携程预订量的强大拉动作用，但中国互联网行业与在线旅游业的强强联手已经成为大势所趋，百度、腾讯分别通过入股去哪儿、艺龙涉足在线旅游业，淘宝旗下的淘宝旅行也已经成为中国在线旅游业的一股新生力量。在线旅游巨头需要流量，而互联网巨头也急于将庞大的流量变现，旅游业可以说是一个重要的突破口，双方的联手应该是各取所需。而对于正经历着“价格战”洗礼的中小型OTA来说，用户获得成本的飙升也意味着他们的生存环境将更加恶劣，这种强强联手带给他们的考验或许才刚刚开始。

Perhaps in the short term it is hard to see cooperation on ctrip YuDingLiang strong pulling effect,But China's Internet industry and online tourism win-win co-operation has become the trend of The Times,baidu/Tencent respectively through the buy-in where to go/Art dragon into online tourism,Taobao's taobao travel has also become China's online tourism is a new blood.Online travel giant need to flow,And the Internet giants have also eager to huge cash flow,Tourism can be said to be an important breakthrough,The purpose of should be each takes what he needs.For is experiencing"Price war"The baptism of small and medium-sized OTA speaking,Users get cost soaring also means that their survival environment will be more severe,This kind of win-win co-operation to bring their test maybe is just beginning.