尊敬的刘广明总裁，各位同仁，年底了，谈不上研讨会，找一个时间我想业界在一起聊聊天，我就跟子婧商量了一下旅行社杂志继续办一个活动吧，最后商量放在中青旅这个地方来，目的就是一个想年底聚一聚，聊一聊旅游发展，特别是旅行社发展。最近几年来一直感觉到旅行社的声誉似乎不太好，今天上午国家党组中心学习还在聊旅游法的一些事情，感到跟三十年前我们做旅游的时候差距比较大，那时候到哪头昂着很高的。可是最近几年来似乎觉得作为旅游经济核心典型产业这个地位似乎有点边缘化。而且加上一些少量、极个别购物的情况，强迫购物，再加上游客不满意的地方，好象总觉得对旅行社有一点污名。今天是到了要改变这样一个情况的时候，为什么这么说？我想有以下五点想法，跟我们大家交换一下意见。

Respect of LiuGuangMing President,All my colleagues,By the end of the,No conference,I want to find a time industry together to chat,I will discuss with son Jing about travel magazine to do an activity,Cyts Tours finally discuss on this place,Is a want to get together at the end of the year,Talk about tourism development,Especially the development of travel agency.In recent years has been felt the reputation of the travel agency seems not so good,National party center this morning to learn still chat in supply some of the things,Feel with thirty years ago we do is a big gap between the time of travel,At that time where proud head high.But seem to feel as the core of the tourism economy in recent years the typical industry the position seems a little marginalized.And add a small amount/An individual shopping,Forced to shopping,Plus visitors don't satisfied with the place,Seems to always feel a little bit about travel agency stigma.Today is to want to change such a situation,Why do you say that?I want to have the following five ideas,We exchange views with us.

　　第一，我觉得我们旅行社产业产生的服务业务正在进一步的复归，我们想一下现代意义上旅游业发展能够标志起步是1841年托马斯库克先生做的一次小小的禁酒之旅，那一天作为现代旅行社乃至现代旅游业运行和发展一个标志性的一天。我们回过头来想一想为什么把这一天作为标志性的一天，至少具备几个核心要素，面向最普通老百姓，我一直觉得旅游发展，任何一个产业发展过于追求高雅，全中国只有几个人玩那个东西，一定不是现代意义的。第二个使用了现代广告手段，只要老百姓愿意参加我们活动都可以来。第三个还认认真真做了小册子，就像中青旅不管是百变自由行还是其他也好，认认真真把小册子做出来，线路做出来，派导游跟着你。更重要的是它有专业的接待系统，想一想这几个要素是不是现代旅行社和现代旅游业到今天发展依然坚持的几点。

The first,I think we travel service industry of the services business is further return,We think the modern sense, tourism development can sign are starting in 1841 Mr. Thomas cook to do a little alcohol trip,That day as a modern travel and tourism operation and development of a trademark for a day.We back to think about why to this day as the day of signature,Possess at least a few core essential factor,For most ordinary people,I always think that tourism development,Any industry development is the pursuit of elegant,The whole of China only a few people to play with that thing,Must not be modern significance.The second use of modern advertising,As long as people willing to participate in our activities can come.The third also earnestly do the booklet,Cyts Tours like saling free line or other,Conscientious out brochures,Line to,Send the tour guide with you.More important is that it has the specialty the host system,Think about this a few elements is modern travel and the development of modern tourism industry today still adhere to what.

　　之所以能够成为经典，我想不会因为时间改变这些要素就会变化的，我们想1921年陈先生创立旅行服务部，就是现在中国旅行社前身。我十几年前读书的时候，我在学教课书的时候想起来其中有一项业务就是把游客，当时叫旅客，换乘火车，那时候飞机没有普及呢，换乘火车的时候帮着拎行李，就是现在火车站小红帽的活，陈先生为旅客旅行服务过程中安全舒适提供兢兢业业的服务。才在那个战火纷飞年代里创造了中国旅游业最辉煌的时代。

Are able to become a classic,I don't think so because of the time change these elements will change,Founded in 1921 Mr. Chen: we want to travel service,Is now China travel service.When I study more than a decade ago,When I was learning to teach the book to there is a business is to tourists,At that time that passengers,Take the train,At that time is not popular,Transfer the train help to carry luggage,Is now little red riding hood at the train station,Mr. Chen for passenger travel services in the process of safety and comfortable providing the services of the cautious and conscientious.Only in that warring s created the most splendid era of Chinese tourism industry.

　　历史的车轮碾过快一个世纪，现在最大的变化是老百姓旅游起来了。预计今年国内旅游达到29亿人次，这样一个庞大的数量，为我们提供了一个多么巨大的市场，前两天在杭州召开会议的时候，投资这个行业我认为是投资未来，一个投资的领域如果能够跟老百姓生活紧密相关联，不要看高还是低，航天飞机用了成千上万的人，只把杨利伟一个人送上了天。旅游业要是发展起来一定会有产业化的技术。确定2020年全面实现小康社会，到那个时候GDP和人均收入都要翻一番，国民收入倍增计划在这样一个背景下，老百姓旅游的需求一定会越来越旺盛。正在加紧测算到2020年旅游人次会是什么情况，最后数字没有测出来，数十亿总是有的。出去走一走，看一看这个想法是有的，我想我们旅行社没有理由不自信，旅行社真正商业价值体现在老百姓日常生活需求中间，体现在老百姓对于美好生活向往中间去，这是我们最重要的一个自信的基础，或者说旅行社商业价值，向传统复归的一个最有效、最坚实的基石。

The wheel of history run too fast a century,Now the biggest change is common people travel.Domestic tourism this year is expected to reach 2.9 billion people,Such a huge quantity,Provides us with a huge market,Two days before the meeting be held in hangzhou,Investment in the industry I think is invest in the future,If a field of investment to common people life closely linked,Don't look at high or low,The shuttle in the tens of thousands of people,Yang liwei one into only a day.If tourism development must be the industrialization of technology.Determine the realization of a well-off society in an all-round in 2020,By that time GDP and per capita income will be doubled,National income multiplier plan under such a background,The needs of people travel will become more and more strong.Is to measure to 2020 tourism people: what is it,The last number not measured,There is always the billions.Go for a walk,Take a look at this idea is there,I think we travel there is no reason not confident,Travel agency real business value in people daily life demand,Reflect among the common people for a better life yearning,This is our one of the most important basis of self-confidence,Or travel agency business value,Return to the tradition of one of the most effective/The most solid foundation.

　　第二，在过去的一年中间我也关注到，我们很多的新业态开始进来了，首先中国是一个13亿人口大国，我们旅游客观来讲人均消费每次并不是很高，但是别忘了中国是一个13亿人口大国，是分层分类比较高的国家。一部分人对于邮轮、游艇，对于房车，对于自驾游越来越喜欢，他们希望参与到这样一个旅游活动中间去。这些活动谁来去负责运营？如果说一个成熟的行业，很快就可以到消费终端去了，对于邮轮游艇对于高科技产品谁发展进去呢？我关注2012年重要的现象比如邮轮，众信成长量比较大的业务是他的邮轮的产品，凯撒很多企业也在做邮轮产品，测算了一下如果按照五十万，未来预期可以到一百万市场规模来看，我看这些邮轮公司，不管歌诗达也好，如果离开了我们本土企业去给他做营销渠道，可能他的产品不会这么快进入到老百姓生活里面来。这样一些新业态，新需求，为我们旅行社是不是提供了一个新的空间？我们既可以为我们传统的观光旅游提供服务，同时又为我们这样一些休闲度假的需求提供更好的服务，更主要的是充当了新型的旅游供应商的渠道商。这个是和我们过去国中青做高价旅游产品最大的不同。早期我们做高价旅游产品，表面上来看也是跟供应商打交道，但是那个时候最大的变化，我们手里没有客源。现在我们手里有客源，有资源就有谈判权，就有议价权，所以我们旅行社才可以成为旅游供应商，竞相追逐的焦点。更重要邮轮公司，看中你庞大的客源网络的能力。新的业态，新的需求是旅行社新价值根本的支持点。

The second,In the past I also pay attention to in the middle of a year,We have a lot of new formats began to come in,First of all, China is a big country population of 1.3 billion,Every time we travel objective in terms of per capita consumption is not high,But don't forget China is a big country population of 1.3 billion,Is the country with higher classification.Some people for the cruise/The yacht,The saloon car,For leading more and more like it,They want to participate in such a tourist activities among.These activities who come and go is responsible for the operation?If a mature industry,To the consumer end as soon as we can,For cruise yacht for high-tech products who development in?I pay attention to important phenomenon such as cruise in 2012,Increase the letter bigger business is the product of the cruise,Caesar many enterprise also doing cruise products,Calculate for a moment if according to the five hundred thousand,Future is expected to one million the size of the market,I look at the cruise company,Regardless of the song poetry,If he left us local enterprises to do marketing channel,May his product won't be so quick to enter to the common people life.So some new formats,The new demand,For our travel agency if it provides a new space?We can not only traditional sightseeing tourism to provide services for us,At the same time, the demand of such leisure vacation for us provide better services,More the main is acting as a new type of tourism suppliers distributors.This is middle and our past countries do the biggest difference between high tourism products.Early tourism products we do a high price,Surface is also dealing with suppliers,But the biggest change at that time,Not in our hand.We have in our hand,Has resources has negotiation power,There are bargaining power,So we travel agency can become tourism suppliers,The focus of the race to chase.More important cruise company,Fancy you huge source of tourists the ability of the network.The new format,New demand is the travel agency the new value point of support.

　　第三，我感觉到最近一些表现，旅游目的地，推广机构开始跟旅行社进行广泛的战略合作，之前我们的中青旅康辉当时跟很多地方政府签战略合作协议。我就在想，一个地方政府跟一个做买卖的签战略合作协议，凭什么？凭的是我们强大的客源组织能力和送客能力以及市场推广能力。我尤其关注到不仅仅国内的、张家界，像枣庄，福州，陕西、西安、江苏这样一些政府开始跟我们旅行社签了战略合作协议。我也关注到包括海外一些旅游目的地越来越多关注到中国旅行社的存在，我们也正在研究如何利用中国公民出境旅游市场发展态势，让中国旅游企业走出去，让中国旅行社在国际旅游业当中发挥更大的作用，承担更多的责任。

The third,I feel some recent performance,Tourism destination,Promotion agency began a wide range of strategic cooperation with travel agency,Cyts Tours before our 康辉 was with many local government signed a strategic cooperation agreement.I was want to,A local government signed a strategic cooperation agreement with a guy,With what?By our powerful tourist organization ability and the ability to see and marketing ability.I especially pay attention to not only the domestic/zhangjiajie,Zaozhuang like,fuzhou,shaanxi/Xi 'an/Jiangsu such the government began to travel agency signed a strategic cooperation agreement with us.I also concern to include some overseas tourism destination, more and more attention to the existence of China travel service,We are studying how to use Chinese citizens outbound tourism market development trend,Let go out tourism enterprises in China,Let China travel play a bigger role in international tourism,Take more responsibility.

　　今年的年中的时候，我和思科瓦先生开了中国企业领袖论坛，请了二十强一些领导人过去。中间他跟我交换意见说，未来如果抓不住中国这个市场，很难说目的地是一个成功的目的地。UNWTO刚刚发布的消息，今年国际游客达到十亿人次，12月23号将在一个博物馆中间迎来第10亿游客，当然更多是一个象征性的。其中别忘了还有一句关健词，叫做中国是国际旅游市场增长最重要的支撑力。我们预计今年游客增长将为全球旅游市场贡献率将达到8.2个百分点，这是很大的量。我们预计国内出境游客可能超过八千万人次，我们预计旅游人数收入在海外花费可能到850亿美元以上。朋友们想一想这样一个市场，我们的海外的旅游目的地，能不和我们进行合作吗？那好，我们用一个游客的眼光，用消费市场眼光反观旅游目的地，我们眼光和他们是不一样的。这就要求传统的旅行社，包括新的旅行社可不可以向旅游目的地营销公司或者是旅游目的地管理公司方面转型，这个也是我今天想提出的这个题目，我们一起探讨一下。如果把这样一个方向做出来了，中国的旅行社将发展出第三个新的商业价值。

This year, the time of the year,Cisco, Sir And I opened the Chinese enterprise leader BBS,Please the two top leaders in the past.Among his said to exchange views with me,If not grasp the market in China in the future,It's hard to say destination is a successful destination.UNWTO just released the news,International visitors to billions people this year,On December 23 will be in the midst of a museum in 10 hundred million tourists,Of course is more of a symbolic.Don't forget to still have a key word among them,Called Chinese is the most important support of the international tourism market growth.We expect visitors growth this year will be for the global tourism market contribution rate will reach 8.2%,This is a lot of quantity.We expect China outbound tourists may be over eighty million people,We expected income in overseas tourists can cost between $85 billion and above.My friends think that such a market,Our overseas tourist destination,Can not cooperate with us?That good,We use a tourist,With consumer market perspective in tourism destination,Our eyes and they are not the same.This requires the traditional travel agency,Including new travel agency can to tourism destination marketing company or tourism destination management company,This is also I want to put forward this topic today,We discuss together.If such a direction to come,China's travel agencies will develop the third new business value.

　　第四个想跟大家交换的意见，我们的企业，我们的旅行社正在成为越来越多的新技术所追求应用的平台。现在说起来新技术，有时候客观讲我自己都会感觉跟不上这个趟。我刚刚熟悉网站的时候，别人博客，我刚刚做博客，别人微了，刚刚微博了，别人又微信了，对着手机说半天说啥呢，原来说语音发出去了。还有前几天微信订房量已经超过十万家，下去跟郭总技术部门沟通一下，微信订房和传统互联网订房区别是什么，微信有一个群，这个群有没有额度限制，是无限大，还是大群套小群，还是所谓病毒式营销，说不太好，刚刚学会玩了一下微信，我更多想了解，但是我很少发言，我想了解是怎么回事。听内部一个报告会，中国对干部的培养其实花的精力很大的，不亚于王石待的长江商学院，我们经常听各种各样的报告，有时候听一次报告讲叫语音技术是科大迅飞公司的总裁讲的，语音信息技术，一开始我认为什么叫语音信息技术，说GPS导航就是语音信息技术，左转右转，那个声音很枯燥，不管怎么样能把语音模拟出来。技术的进步，从技术的掌握的人才演进过程中是科学技术，从商业的角度来看，我不知道左总你是怎么看这个问题？我想在你的眼界当中技术和人才和商业模式一样，都是你资本追逐的一个对象吧？或者都是一个企业的生产要素之一吧！学经济，土地加技术，加财政，既然是生产要素，就要追求利润最大化，换句话说什么样的生产要素才是最有价值的生产要素，最稀缺的才是最有价值的。技术是不是稀缺的？技术进步到今天已经不再像早期那么稀缺了。一定要找到最合适的应用领域，技术不是科学，不是说做一个东西获诺贝尔什么奖，是商业领域中要运用，要赚钱的。工业、农业、商业个服务业，各种各样行业被现代工业改造安以后，下面改造谁，改造传统旅行社业，很多人认为旅行社传统没有价值，我认为正是因为传统才有价值，稍微加一点点变量就起来了。所谓的技术从来都是中性的，新的旅行社可以用，传统的旅行社也同样可以用。

The fourth to exchange views with you,Our enterprise,Our travel agent is becoming more and more new technology pursued by application of the platform.Now say the new technology,Sometimes objective about myself will feel can't keep up with this trip.I just familiar with website,Another blog,I just do a blog,Micro of the others,Just the micro bo,Others and micro letter,On the phone said along while said what,Originally said speech went out.There are a few days ago has had more than ten thousands of micro letter reservation,Down with guo total technical department communication,Micro letter reservation and what is the difference between a traditional Internet booking,The micro letter a group,This group have limit,It is infinite,Small or large group of sets,Or the viral marketing,Say not so good,Just learn to play the micro letter,I want to learn more,But I rarely speak,I want to know what is the row.Listen to internal a report,China of cadre training actually spent a lot of energy,As wang shi to the Yangtze river,We often listen to all kinds of reports,Sometimes listening to a report that speech communication technology is hkust fly the President of the company,Speech information technology,At the beginning I think what is voice information technology,Said GPS navigation is speech information technology,Turn left turn right,The voice is very boring,No matter how can simulate the voice come out.The development of technology,From the master of technology is the talents in the process of the evolution of science and technology,From the point of view of business,I don't know what the left always what do you think is the problem?I want to you in the horizon of technology and talents and business models,Is your capital of an object?Or is one of the factors of production of an enterprise!Learning economy,Land and technology,With the financial,Now that is a factor of production,To maximize profit,In other words: what kind of factors of production is the most valuable factors of production,The most scarce of is the most valuable.Technology is scarce?Technology progress to today is no longer as rare as early.Must find the most suitable application field,Technology is not scientific,Not to say that to do a thing was awarded the Nobel Prize for what,Is to use in commercial fields,To make money.industrial/agricultural/Business is a service industry,Various industry by modern industrial transformation, later,The transformation who,Transform traditional travel agencies,Many people think that traditional travel agencies have no value,I think it is because of traditional worthwhile,Up a little and a little bit of variables.The so-called technology never is neutral,Can use the new travel agency,The traditional travel agency also can be used.

　　昨天还是一个新业态，一不留神早上起来一看就被传统了，郭总您那个地方做的新业态，很多东西往传统和现代之间进行融合这个方向去走，到夏威夷看到携程地面服务人员和要素在那个地方放着，包括海外不管并购旅行社也好，通过目的地接待也好，最终还是要落地的。我们既不要把互联网，包括智慧旅游看得一钱不值，比如我认识某个地方工会主席，这个团就是我的，这个观念是要不得的。但是把互联网看作主导一切，我看也可能需要反思。最终我觉得是需要技术和传统商业模式，特别服务品质融合发展的，才是真正需要的。

Yesterday was a new format,One not careful looked up in the morning is traditional,Guo always where you do the new format,A lot of things to fusion between traditional and modern this direction to go,To Hawaii see ctrip ground service personnel and factors lay in that place,Including whether m&a overseas travel agency,Through the destination host,Still want to be born in the end.We don't the Internet,Including wisdom tourist see Mickey Mouse,For example I know somewhere trade union chairman,This is my,The idea is no good.But the Internet as a leading everything,I see also may need to reconsider.In the end I think it is need technique and traditional business models,Special service quality of the development of fusion,Real need.

　　我去年提出过相互致敬的概念，传统旅行社学习新业态创新，新业态也要向传统旅行社致敬。整一个东西把中国两万多家旅行社一扫而光，内部做公司动员会鼓士气是可以的，拿出来说可能会贻笑大方。社会这么大，怎么可能都通过互联网去运作了，所以它也要找我们应用的空间。恰恰我们有这样的人力资源，我们有这样的商业渠道，我们有这样的商业经验。

Last year I put forward the concept of mutual respect,The traditional travel agency to learn new business innovation,New formats to traditional travel agencies.The one thing that the more than twenty thousand Chinese travel agencies,Within the company to do kick-off drum morale is possible,It may then take out.Society is so big,How can all through the Internet to work,So it will be find our application of space.Just we have this kind of human resources,We have this kind of commercial channels,We have this kind of business experience.

　　最后想说一下跟资本有关的事情，在资本市场大规模投资旅游业背景下，旅行社是一片还未真正开发出来的蓝海。我们知道这些年对旅游业投资很大，这个大一是规模大，二是项目大，我经常称之为三高投资，哪有那么多高端，中国老百姓吃饱肚子才几天啊。2010年的时候在搜狐旅游做的年会上，我当时曾经提出三个关键词，中国旅游经济未来一个时期，十二五期间运营，平民、平等、平稳，平民始终着眼于老百姓需求，要平稳运行不要大高大低，平等的对待每一位员工，每一位游客。不要告诉我这个地方出过什么英雄人物，要告诉我这个地方老百姓脸上是不是洋溢着幸福的微笑，你要告诉我对每一位普通的员工是不是可以亲切的握手在一起谈天说地。这个问题上就要求我们如何用一种平民、平稳的心态、从从容容去推进我们旅游业的发展。

Finally want to say the things related to capital,Large-scale investment in capital market under the background of tourism,Travel agency is a haven't really developed out of the blue ocean.We know that over the years for tourism investment is very large,This oneness is large,2 it is big project,I often call gao investment,Where there are so many high-end,Chinese people eat the belly just a few days.In 2010 the annual meeting of the sohu tourism to do,I was once put forward three key words,China's tourism economy in the future a period,1025 during operation,civilians/equality/smooth,People always focus on common people demand,Want to don't big tall low running smoothly,Equal to treat every employee,Every visitor.Don't tell me what this place had heroes,Want to tell me the place people face is permeated with a smile of happiness,Do you want to tell me for each ordinary employees if we can kind of shake hands together chat.This question is asked us how to use a kind of civilians/Stable state of mind/A leisurely to promote the development of our tourism industry.

　　到今天我们回过头来看一看我们饭店、旅游社，高端综合体需不需要投资，依我看旅行社行业更需要投资，左总你们能够发现凤凰旅游，还包括我们海航发现凯撒，我也感谢我们资本方，更大的资本市场发现中青旅，发现众信，发现真正的商业价值。因为你们发现的不是一个旅行社，不是这几个老总。发现的是我近三十亿人民的实实在在的每天都需要的一个生活消费的方式。

Today we back have a look at our hotel/Travel agency,High-end complex need investment,In my opinion the travel agency industry needs more investment,You can always find the phoenix travel left,Also include our fortune that Caesar,I also thank our capital,Cyts Tours found greater capital market,Find the letter,Find the real business value.Because you found is not a travel agency,Isn't this a few old total.Found that nearly three billion people's the truth is that I need a way of the life consumption of every day.

　　还跟大家报告一个数据，在旅游行业各个产业投资结构当中，股权结构中旅行社是最传统的。60%以上是私人所有，这个表面上看是一个小的、散的，但要看你怎么理解这个问题。对于我们可能是很多的问题，对于左总来说，你要从中间发现一些好的苗子，两万三千家苗子不都是好的，客观来讲哪个行业都是这样的，如何发现好的是你的本事和眼光。我可以告诉你的是你选对了一个行业，所以我们在这样一个未来的空间里面，我想我们的旅行社能够从容一些，静下心来。以前作号一个几千人的大团就赚很多钱，今后很有可能打若干网才能积成一堆大鱼。只要旅行社更从容，为消费者真正提供物有所值的产品，真正的为我们父老兄弟的旅行福祉着想，无论是资本、新业态、技术、目的地，一定觉得这是一个真正有价值的行业。而我们旅行社也重新找到我们的价值了，我相信我们曾经有过的辉煌一定会回来，我们的职业尊严感一定会重新写上大家每个人脸上，祝大家新年快乐。

Also report a data with you,In the tourism industry of industrial investment structure,Equity structure of the travel agency is one of the most traditional.More than 60% of all is private,This is a little on the surface/scattered,But to see how do you think of this problem.May be a lot of problems for us,For the left always,Do you want to find some good wild. In the middle,Its twenty-three thousand wild is not good,Which industry is the objective,How to find your skill and vision is good.I can tell you is that you choose the right one,So we are in such a space in the future,I think our travel agent can calm some,To calm yourself down.Before making thousands of people, a large group will make a lot of money,In the future are likely to play some nets can be integrated into a pile of the big fish.As long as the travel agency is more easy,Truly provide value products for consumers,Really for the sake of our journey elder brother's well-being,Whether the capital/The new format/technology/The destination,Must think this is a real value of the industry.And we travel agency to find the value,I believe that we ever had a brilliant will come back,Our professional dignity will write you again everyone face,I wish you all a happy New Year.