昨日（2月21日），《每日经济新闻》记者从携程（NASDAQ：CTRP）方面确认，创始人之一的梁建章将接替范敏担任董事会主席兼首席执行官，范敏被任命为董事会副主席兼总裁，并兼任旗下携程旅游控股有限公司董事会主席。此次任命自2013年3月1日起生效。携程方面称，“梁建章担任CEO是负责增强携程的市场领先地位；范敏则负责旅游相关新业务的拓展。”

yesterday(On February 21,),[Daily economic news]Reporters from ctrip(NASDAQ:CTRP)To identify,One of the founder LiangJianZhang will replace FanMin served as chairman of the board and CEO,FanMin was appointed as vice chairman of the board of directors and the President,And its concurrently ctrip tourism holding co., LTD., chairman of the board of directors.The appointment since March 1, 2013 will take effect.Ctrip says,"LiangJianZhang as CEO is responsible for enhancement of the electronic market leading position;FanMinZe responsible for tourism related new business development."

　　如今的携程，其传统的线下模式正遭遇人工成本连年上升的困境。对此，雪球财经旅游业分析师吴桑茂指出，“携程董事会这次人事调整似乎是基于两人不同的经历、背景作出的安排。携程酒店和机票预订业务，未来将面临很大冲击。这是互联网领域的较量，而技术出身的梁建章对此应该更有应对措施。携程这次管理层调整是件好事。”

Today's electronic,The traditional offline mode is under labor costs rise in the dilemma.this,Snowball financial analysts pointed out that tourism SangMao wu,"Those who hold the board of directors the personnel adjustment seems to be based on two different experience/Background to make arrangement.Ctrip hotel and air ticket reservation service,The future will be faced with the very big impact.This is the Internet in the field of battle,And a technical background of this LiangJianZhang should be more measures.Those who hold the management adjustment is a good thing."

　　梁建章重任CEO LiangJianZhang burden CEO

　　昨日，艺龙旅行网CEO崔广福在其微博上称，“范敏是个值得尊敬的对手。我领导艺龙，范敏领导携程，我们打了五年半。他近日辞去携程CEO职务，我不禁想起《三国演艺》开篇词临江仙：滚滚长江东逝水，浪花淘尽英雄。是非成败转头空，青山依旧在，几度夕阳红……”

yesterday,Art dragon travel network CuiGuangFu CEO in the micro bo said,"FanMin is a worthy opponent.I leadership art dragon,FanMin leading electronic,We played five and a half years.He has resigned from ctrip CEO position,I can not help but think of[Triple performance]The opening word fairy river:Rolling the Yangtze river east a mill,The hero depleted.Success or failure is turned empty,Castle peak is still in,Sunset degrees……"

　　作为携程辉煌的缔造者，梁建章这一携程系的灵魂核心人物，他的回归则被业界认为是携程的变革大幕自此拉开。对此，携程称，“梁建章担任CEO是负责增强携程的市场领先地位。”

As the architects of ctrip brilliant,LiangJianZhang the electronic system soul core character,His return is that the industry is the change of ctrip since the open.this,Ctrip says,"LiangJianZhang as CEO is responsible for enhancement of the electronic market leading position."

　　据了解，与原CEO范敏从传统旅行社出身不同，技术出身的梁建章1999年从美国归来，与季琦、沈南鹏、范敏一起创办了携程。2000年，梁建章出任携程CEO后，主导了客户服务系统、库存管理系统、结算系统等内部流程与管理体系建设，打造出了携程赖以生存的“鼠标+水泥”模式。2003年，梁建章成功将携程在美国纳斯达克上市。2007年，梁建章辞去CEO，开始在美国斯坦福大学深造并获得经济学博士学位。

It is understood,And the original FanMin CEO from traditional travel agency was born different,The technical background LiangJianZhang 1999 back from the United States,And JiQi/While home inn entering/FanMin founded ctrip together.In 2000,,As LiangJianZhang ctrip after CEO,Leading the customer service system/Inventory management system/Settlement system internal process and management system,Create the ctrip survival"Mouse + cement"mode.In 2003,,Success will LiangJianZhang ctrip in the United States listed on nasdaq.In 2007,,LiangJianZhang resigned as CEO,In the United States began to Stanford university for further study and get his Ph.D.

　　早在一年前，市场就有梁建章将回归的传闻。当时业内认为，传统旅行社出身的范敏，由于没有带领携程在重重包围中赢得竞争优势，反而在2012年深陷危机，因此，一直担任携程董事长的梁建章有望重新出任CEO。而2012年5月6日，梁建章在其微博发布了招聘助理的信息，这也表明其已开始投入更多时间处理携程事务。

As early as in a year ago,Market rumors of a LiangJianZhang will return.That was the,The traditional travel agency FanMin origin,Since there is no lead ctrip in the tight encirclement to gain a competitive advantage,But in 2012 is in deep crisis,so,Has served as chairman of the electronic LiangJianZhang is expected to serve as CEO.And on May 6, 2012,LiangJianZhang in its micro bo issued a recruitment assistant information,It also shows that it has started to devote more time to take care of ctrip affairs.

　　梁建章的复出是否意味着携程真的要走无线移动战略？对此，吴桑茂表示，“携程这次管理层调整是件好事。一家企业的竞争力不会因为一次人事调整就瞬间发生改变。判断携程未来的价值，我们主要观察其产品、服务、管理、文化的发展变化。”

LiangJianZhang back does that mean ctrip really to go wireless mobile strategy?this,Wu said SangMao,"Those who hold the management adjustment is a good thing.A the competition ability of the enterprise will not because a restructuring of personnel change instantly.Judging the value of ctrip in the future,We mainly observe its products/service/management/The development of the culture."

　　携程的突围之举 Ctrip Sally lift

　　2012年是携程危机最重的一年，多领域全面开花的携程，由于自身战略定位变得越来越重，包含酒店、机票、度假、美食、商旅等，并建设超大型呼叫中心，投资线下酒店和旅行社。这让携程难以迅速地迈步，如错失团购和移动互联网布局的先机。与此同时，携程正遭受到艺龙、去哪儿网以及众多移动互联网产品的围攻，市场份额被蚕食。

2012 is the heaviest ctrip crisis a year,Multidisciplinary comprehensive flowering ctrip,Because of its strategic orientation is becoming more and more heavy,Include hotel/ticket/holiday/food/Business, etc,And the construction of super large call center,Investment offline hotels and travel agencies.It makes electronic difficult to quickly step,If miss group purchase and the layout of the mobile Internet.meanwhile,Ctrip is subjected to the art dragon/Where to network as well as many mobile Internet product siege,Market share is eating.

　　携程正陷入“中年危机”，不光议价能力开始减弱，利润方面也持续下滑。携程最新财报显示，公司运营利润和净利润连续4个季度减少，净利润同比增幅连续9个季度下滑，较去年同比下降34%。

Ctrip is in"Mid-life crisis",Not only bargaining power began to abate,Profits also continue to decline.Those who hold the latest results show,The company operating profit and net profit for four quarters to reduce,Net profit year-on-year growth rate decline nine consecutive quarter,Compared to last year fell 34% year-on-year.

　　而就在此时，带领携程历经6年上阵冲锋的范敏将调离CEO职位，范敏为何被取代？对此，携程方面称，范敏未来主要负责携程旗下旅游相关业务的控股与投资公司——携程旅游控股有限公司。

And all this time,Lead the ctrip after 6 years of the FanMin charge will be removed from the CEO position,FanMin why be replaced?this,Ctrip says,FanMin future mainly responsible for ctrip's tourism related business holding and investment company, ctrip tourism holding co., LTD.

　　吴桑茂指出，可以从携程的发展历程看出一些端倪：2006年，范敏接棒后，一方面继续维持酒店、机票和自由行产品预订业务的增长，另一方面推出商旅管理服务和度假旅行组团产品的预订服务。

Wu SangMao pointed out that,From the development of ctrip can see some clue:In 2006,,FanMin joint rod after,On the one hand to maintain hotel/The ticket and free line product booking business growth,On the other hand out business management services and holiday travel group product reservation service.

　　“范敏担任CEO时期主要是利用携程的品牌发展旅游相关业务，侧重旅游的实际操作。此次人事调整似乎是基于两人不同的经历、背景作出的安排。”吴桑茂进一步指出，在携程的度假旅游领域，面对如途牛、驴妈妈等以旅行团产品销售为主的旅游公司的竞争，更多的是旅游本身的比拼。

"FanMin as CEO period was mainly used for electronic brand development of tourism related business,Travel on the actual operation.The personnel adjustment seems to be based on two different experience/Background to make arrangement."Wu SangMao further points out,In the electronic field of holiday travel,In the face of such as normal cattle/The donkey mother to tour product sales as main tourism company's competition,More is tourism competition itself.

　　“所以，携程需要有更多的新举措来发展壮大这块业务。旅行社出身的范敏对这块的理解和把握或许会更好。”

"so,Ctrip need to have more new measures to develop the business.A travel agency FanMin to the understanding and grasp maybe will be better."

　　梁建章表示：“我相信范敏会在新的职位上继续创造优异的业绩，帮助携程抓住新的机会。”

LiangJianZhang said:"I believe that in the new position FanMin will continue to create a good achievement,Help ctrip seize new opportunities."

　　移动业务占比或提高 Mobile service accounts for more than or improve

　　面对艺龙、去哪儿、淘宝、酷讯等在酒店、机票预订领域的追赶，以及移动互联网的兴起，携程面临的压力自然不小。

In the face of the art dragon/Where to go/taobao/Cool - waiting in the hotel/Ticket reservation field after,The rise of the Internet and mobile,Ctrip pressure not natural.

　　“梁建章担任CEO时期的携程，主要做IT技术对传统预订方式的改造，偏向技术应用；携程最大的两块业务机票和酒店预订面临很大的冲击，这些都是互联网领域的较量，而技术出身的梁建章对此应该更有应对措施。”吴桑茂分析指出。

"LiangJianZhang as CEO period of ctrip,Main do IT technology to the traditional way of reservation transformation,Bias technology application;Ctrip's two largest piece of business ticket and hotel reservation face great impact,These are the Internet in the field of battle,And a technical background of this LiangJianZhang should be more measures."SangMao wu pointed out.

　　具体携程如何变阵前行？多位业内人士认为，“价格战+移动端”成为新帅梁建章通往下一站的“法器”。

How to change the electronic pay?Many insiders,"Price war + mobile end"Become a new handsome LiangJianZhang leads to the next station"multiplier".

　　记者获悉，2012年，梁建章回国就曾给了携程一个新的指示：一边加强价格战挽救用户被分流的不利局面，一边希望携程无线产品能更加专业化、细分化，并通过股权合作等方式整合第三方旅游类APP，将在移动互联网领域大举发力。与此同时，携程管理层也都达成共识：移动互联网领域将成为公司发展的重头戏，在携程内部把无线互联当作公司的二次创业。曾经负责过研发、IT运营以及技术的江浩也被转为全权负责携程无线业务。

The reporter learns,In 2012,,LiangJianZhang home had to ctrip a new instructions:While strengthening price war to save the user flow of adverse situation,Side hope ctrip wireless products can be more professional/differentiation,And through the equity cooperation mode integration third party tourist class APP,Will be in the mobile Internet field massive hair force.meanwhile,Ctrip management are also reached an agreement:Mobile Internet field will be the star of the development of the company,In the wireless Internet internal ctrip as the company's second pioneering.Once a responsible for research and development/IT operation and technical JiangHao was also to solely responsible for ctrip radio service.

　　范敏在此前的财报发布会上表示，“去年的官方移动应用程序下载量达到2000万次，携程未来仍将移动APP作为优先业务发展，同时还将加强后台建设，以保障无缝连接体验。移动业务增长迅速，将继续重点发展。总的来说，移动业务占比将提高，而呼叫中心占比将降低。”

FanMin in previous earnings conference said,"Last year's official download mobile applications to 20 million times,Those who hold the future will still move APP as a priority business development,At the same time will also strengthen the construction of the background,In order to ensure seamless connection experience.Mobile service to the rapid growth,Will continue to focus on developing.In general,Mobile service accounts for more than will improve,And call center of than will reduce."

　　移动互联网时代的预订渠道、营销手段和用户预订习惯都在发生变化，迫于移动互联网时代的形势所迫，如果电商大佬还维系原有的思维，那么，很可能在这一波移动互联网大潮中被湮没。

Mobile Internet age reservation channel/Marketing means and user reservation habits are changing,Under the situation of mobile Internet era compelled,If electric business big brother also maintain the original thinking,so,Probably in this wave tide of mobile Internet is neglected.

　　携程如何更好地运用“互联网和移动互联网的模式和思维”来应对愈演愈烈的竞争？在业内人士看来，“梁建章在无线领域也是摸着石头过河。”

Ctrip how to better use the"The Internet and mobile Internet mode and thinking"To deal with increasingly fierce competition?It seems in the personage inside course of study,"LiangJianZhang in wireless fields is crossing the river by groping the stone."

　　“复出后的梁建章或将引进大量移动互联网人才来化解这一瓶颈。”华美酒店顾问首席知识官赵焕焱指出，“当下，携程传统的线下模式遭遇人工成本连年上升而不堪重负，下一站势必将回归互联网的技术创新，因此，复出后的梁建章有望将业务调整为：增加线上、减少线下；增加技术人才、减少线下人员。”

"After the return of the LiangJianZhang or will introduce a large number of mobile Internet personnel to resolve the bottleneck."Huamei hotel consultant chief knowledge officer ZhaoHuanYan pointed out,"the,Those who hold the traditional offline mode encounter in labor costs rise and the heavy burden,The next station will be return to the Internet technology innovation,so,After the return of the LiangJianZhang is expected to be adjusted for the business:Increase online/Reduce line;Increase technical personnel/Reduce offline personnel."

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