2013年2月21日，携程旅行网宣布其董事会任命梁建章为董事会主席兼首席执行官，任命范敏为董事会副主席兼总裁，并兼任携程旅游控股有限公司董事会主席。退居幕后六年后，携程灵魂人物、创始人之一的梁建章重掌携程帅印，吹响转守为攻的号角。

On February 21, 2013,Ctrip announced that its board of directors appointed Liang Jianzhang as chairman and chief executive,Appointed Mr. Fan as vice chairman and President of the board,And ctrip travel holdings co., LTD., chairman of the board.Fade into the background after six years,Ctrip soul/Co-founder Liang Jianzhang return to ctrip,Blew the horn that turn to attack.

　　2011年6月24日，成立六年的去哪儿网宣布获得来自百度的3.06亿美元投资，与此同时，双方披露的信息，创始人之一、原CEO戴福瑞(Fritz Demopoulos)离职，而此前担任总裁的创始人之一庄辰超接任，举起了攻城略地的大旗。

On June 24, 2011,Founded six years where network announced a $306 million investment from baidu,At the same time,Both parties to disclose information,One of the founders of/Former CEO Dai Furui(Fritz Demopoulos)departure,Previously served as President of one of the founders of ZhuangChen took over,Lift the share of the banner.

　　在梁建章退出“江湖”的六年间，中国的在线旅游市场可谓是飞速的发展，虽然携程也获得了长足的发展，只是脚步越发沉重，原本的种种优势，越来越成为阻碍其发展的绊脚石。与此同时的六年间，在线旅游市场中，携程传统的对手们各出奇招与其争夺市场份额，新的对手也在迅猛地发展，甚至已经到了威逼其核心业务领先地位的地步。

In Liang Jianzhang exit"River's lake"During the six years of,China's online travel market is booming,Although the ctrip has gained rapid development,Is increasingly heavy footsteps,The advantages of,More and more become a stumbling block to block its development.At the same time in six years,In the online travel market,Ctrip traditional rivals various ingenious methods to fight for market share,New competitors also in rapid development,Even to the point of bullying its core leading position.

　　在梁建章退出“江湖”的六年间，与携程最纠缠不清就是“去哪儿”，去哪儿网2005年起家，2010年建立起在线交易平台，2011年获得百度3.06亿美元的入股，业务开始突飞猛进。与此同时的六年间，去哪儿与携程之间多次的或口水战或对簿公堂，去哪儿网名气越来越大，而今，在流量上早已超越携程，在机票业务线上足可以与携程抗衡，并正在择机上市。

In Liang Jianzhang exit"River's lake"During the six years of,The most entanglements with ctrip is"Where to go",Where to started with 2005,In 2010 established a online trading platform,In 2011 for $306 million stake in baidu,Business by leaps and bounds.At the same time in six years,Go with ctrip between multiple times or war or in court,Where to network more and more widely,now,Already beyond the ctrip on the traffic,In the line of ticket business enough to contend with ctrip,And satellite are listed.

　　去哪儿网创始人之一、现任CEO的庄辰超与携程的创始人之一、首任CEO、而今重出江湖高调回归CEO位置的梁建章，作为两个公司的灵魂人物，本文试图通过一些对比来透视一下这两位在线旅游浪尖上的公司掌门人和两家公司。

Where one of the founders of net/ZhuangChen of CEO and co-founder of ctrip/First CEO/Now resurfaced Liang Jianzhang high-profile return to the CEO position,As the soul of the two companies,This article attempted to X-ray by some contrast between the two online travel on the company's boss and the two companies.

　

　两个技术男 Two technical man

　　梁建章 Liang Jianzhang

　　梁建章少年时就曾以“电脑小诗人”闻名，上海复旦大学少年班毕业后赴美国留学，20岁即获得了乔治亚理工学院电脑系硕士学位。之后在美国硅谷从事技术工作多年，领导了多项开发项目，并曾任美国Oracle公司中国咨询总监。1999年回国，创办内地第一家吸纳海内外风险投资的商旅服务垂直网站–携程旅行网。

Had to Liang Jianzhang boyhood"Small computer poet"Is famous for its,Shanghai fudan university to study in the United States after graduation class,20 years old or a masters degree in DianNaoXi Georgia institute of technology.After engaged in technical work for many years in silicon valley in the United States,Led a number of development projects,And a former American consulting director of Oracle China.Returning to China in 1999,Founded the first risk at home and abroad to absorb investment in the mainland vertical sites - ctrip travel service.

　　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，更多地偏向技术应用，与几个合伙人一道开创了携程“鼠标+水泥”的成功模式。

Liang Jianzhang ctrip CEO period,Main do IT technology to the traditional way of booking,To technology application,With several partners to usher the ctrip"The mouse + cement"The successful model.

　　在梁建章的带领下，携程于2003年成功在美国纳斯达克上市，到2006年市值已高达数十亿美元，曾一度超过新浪和盛大。而此时的梁建章，则选择了一条“商而优则学”的功成身退之路，于2007～2011年赴美国攻读经济学博士学位，研究领域包括人口和创业以及中国劳动力市场。

Under the guidance of Liang Jianzhang,Ctrip in 2003 successfully listed on nasdaq in the United States,Market capitalization has billions of dollars by 2006,Once more than sina and grand.While the Liang Jianzhang,Choose the one"Can learn business"The path to exit,In 2007 ~ 2011 in the United States to study for a doctorate in economics,Research areas include population and business as well as China's labor market.

　　6年后的2012年，似乎是一个轮回，梁建章这一携程的“真正主人”返回国内。梁回国后即给携程指出了新的战略方向，令携程得以在2012年下半年遏制了市场份额快速下滑的态势。据劲旅网了解，梁建章2012年回国就给了携程一个新的指示：即要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。

Six years later, in 2012,Seems to be a reincarnation,Liang Jianzhang the ctrip"True master"Return to home.Beam after returning to ctrip points out the new strategic direction,For ctrip to stem the decline in market share rapidly in the second half of 2012.According to the powerhouse is understood,Liang Jianzhang returned to the ctrip in 2012 a new instructions:Is to strengthen the price war to save the user aside by shunt,Hope ctrip wireless products can become more professional/A differentiation,And through equity cooperation, integration of third party travel APP,The origin will aggressively in the field of mobile Internet.

　　庄辰超 ZhuangChen super

　　还在北京大学上学的时候，庄辰超就和同学创业，做了一套搜索软件，成立公司，并成功找到百万融资，最后卖给了Chinabyte。

Also in school in Beijing university,And students entrepreneurial ZhuangChen super,Do a set of search software,Start a company,And find millions of successful financing,Finally sold to Chinabyte.

　　同样是在互联网热潮初起的1999年，庄辰超参与创立了著名中文体育门户网站鲨威，并担任首席技术官。随后于2000年将鲨威成功于卖给TOM集团，赚到第一桶金。

Also in the beginning of the dotcom boom in 1999,ZhuangChen super ShaWei founded the famous Chinese sports portals,And served as chief technology officer.Then in 2000 ShaWei success to sell TOM group,Earn the first bucket of gold.

　　此后，只身赴美国华盛顿工作四年，担任世界银行系统架构的核心成员，设计并开发世界银行内部网系统，并在2003年获权威机构评为“最佳内部网”。

Since then,Went to the United States alone to Washington to work for four years,As a core member of the world bank system architecture,Design and development, the world bank's Intranet system,And is evaluated by authorities in 2003"Best Intranet".

　　2005年5月，经过一番酝酿，庄辰超与戴福瑞(Fritz Demopoulos)、道格拉斯(Douglas Khoo)在北京共同创立了去哪儿网， 并出任去哪儿网总裁，领导公司整体运营，2011年6月出任首席执行官。

In May 2005,After a brewing,ZhuangChen and Dai Furui(Fritz Demopoulos)/Douglas(Douglas Khoo)Go network founded in Beijing, And where to network's President,Lead the company overall operation,As chief executive in June 2011.

　　在庄辰超的主导下，去哪儿开发出类似于淘宝交易系统、更足以威胁到携程的“机票在线交易平台TTS”，并藉此建立了很高的技术门槛，令到中国互联网巨头百度都不得不放弃独立开发的想法，而对去哪儿进行战略投资入股。

Under the ZhuangChen exceeds the dominant,Where to develop similar to taobao trading system/More enough to threaten ctrip"TTS ticket online trading platform",And the establishment of a high technical threshold,Make China's Internet giant baidu has to give up the idea of independent development,And where to make strategic investment.

　　两个模式 Two patterns

　　平台 platform

　　去哪儿网与携程，实际上不属于同一类的在线旅游公司，但他们相争的是同一块目标市场，只是模式不同。

Where to network with ctrip,Actually does not belong to the same class of online travel company,But they strive for the same target market,Only the pattern different.

　　去哪儿作为中国在线旅游的后起之秀，在创立之初就确立了旅游垂直搜索比价网站的定位，以机票搜索起家，快速提升了流量，而后相继推出了酒店、度假、火车票、团购、攻略等产品，成为全品类综合型旅游网站。

Where as a rising star of China online travel,Founded in vertical search is established at the beginning of travel price comparison website,Started with flight search,Rapidly promote the traffic,And then come out the hotel/On holiday/The train ticket/Group buying/Strategy and other products,Become all category comprehensive travel website.

　　去哪儿的主要盈利模式是通过实时搜索超过400家机票和酒店代理商网站，按照点击付费和品牌广告展示费用作为收入来源，业内戏称这种业务模式为“群狼模式”。

Where the main profit model through the real-time search agent more than 400 tickets and hotel website,According to the pay-per-click and brand advertising fees as a source of income,To call this kind of business model for the industry"The wolves mode".

　　OTA OTA

　　携程经过了多年的快速发展，形成了以酒店预订、机票预订、旅游度假预订、差旅管理为主要业务，并收购和投资了多家网站和企业，成为规模体庞大、业务众多的综合型旅游集团。

Ctrip after years of rapid development,Formed to hotel reservation/Flight booking/Travel bookings/Travel management for the main business,And acquisition of investment and the many sites and companies,Become a large scale body/Business of integrated tourism group.

　　携程的主要盈利模式是和众多的酒店、航空公司、线路批发商签约，帮助其销售产品并赚取代理费即佣金。规模化优势令竞争对手无可比敌，但庞大的规模体也似乎令其患上了“大企业病”，市场反应迟缓、决策程序繁琐、反应速度慢，业界戏称其为“大象”。这个“大企业病”，似乎在梁建章离任携程之后，愈加严重。

Ctrip is the main profit model, and many of the hotel/airlines/Sign line wholesalers,To help its sales products and earn fees or commissions.Scale advantage that rivals beyond than the enemy,But the sheer size of the body had also seems to make it"Big enterprise disease",The market have been slow to respond/Decision-making process trival/Reaction speed is slow,The industry calls it a"The elephant".this"Big enterprise disease",Seems to be Liang Jianzhang ctrip after leaving office,More and more serious.

　　而去哪儿经过6年的发展，特别在技术导向的模式下，在已成为一个坐拥强大的机票BtoBtoC平台、网罗广大中小机票、酒店代理的“群狼之首”，并借助比价搜索这个产品，展开“群狼战大象”的博斗，去哪儿已在机票业务对携程的市场地位产生极大的威胁。庄辰超正是这个过程中的核心掌舵人。

And where to go after six years of development,Especially in technology oriented mode,In has become a sitting on powerful ticket BtoBtoC platform/The masses of small and medium-sized air ticket/Hotel agent"The wolves ahead",And with the help of price comparison search this product,an"Pack of wolves fighting elephants"The fight against,Where to have the ticket business ctrip's market position with great threat.ZhuangChen ultra is the core in the process of the helm.

　　未来去哪儿与携程的较量，将看这两位技术背景深厚的领导者谁能通过各自的排兵布阵，来引导竞争的走向。

Go with ctrip on the future,Will see the two technical background is strong leaders who can through their strikers,To direct the course of the competition.

　　

两个团队 The two teams

　　劲旅网经过深入调研分析认为，携程旅行网在梁建章正式出任公司CEO职位的前一年时间内，已经进行了公司新的组织构架的再造和人员安排工作，如引进如新晋技术副总裁叶亚明、原技术副总裁负责无线事业部、提升方继勤副总裁负责商旅管理事业部、原商旅管理业务副总裁庄宇翔负责新成立的目的地营销公司等等安排。到如今，新的公司组织构架及高管人员安排基本确定，可谓“梁氏新政”的第一把火。

Through in-depth analysis research think rival network,Ctrip in Liang Jianzhang officially become CEO jobs within a year before,Has the company new organization structure reengineering and personnel arrangements,As vice President Ye Yaming introducing such as new technology/Former vice President responsible for wireless business/Improve Fang Jiqin vice President responsible for the business management department/Original ZhuangYuXiang business management vice President responsible for the new destination marketing company, and so on.By now,The new company organization structure and basic determine executive personnel arrangement,Is a"Kissing the "New Deal""The first.

　　另外，从两家公司的高管年龄结构上比较，携程旅行网管理团队比去哪儿网管理团队在平均年龄上年长10岁左右， 携程多数高管是70前一代，去哪儿网多数高管是75后或80后，在新技术和无线应用迅猛发展的今天，10年的年龄差距是优势还是劣势，还需观察。

In addition,From the two companies' executives on age structure,Ctrip management team average age than where to network management team in the long around 10 years old last year, Most ctrip executives is a generation before 70,After the net where most of the executives is 75 or 80,In the new technology and the rapid development of wireless application today,Ten years age difference is a advantage or disadvantage,Still need to watch.

　　

十二年 40亿级vs六年 4亿级 Twelve levels 4 billion vs 400 million six years

　　携程经过十二年的打拼，其在酒店、机票、度假、商旅甚至投资方面全线推进，已经创造了目前超过40亿元的年营收规模。

Ctrip after twelve years of hard work,In the hotel/Air ticket/On holiday/Business travel and even investment across the board,Has created the current more than $4 billion in annual revenue.

　　去哪儿网经过6年的发展，2012年的营收规模已超过4亿元，2013年据其官方称更会翻番达10亿元，年增速是携程的三五倍。对比携程在第6年时的5.2亿的营收规模，可以讲去哪儿单凭简单的广告模式获得的这个业绩确实不简单。

Where to go after six years of development,Revenue size has more than 400 million yuan in 2012,In 2013, according to its official will double to 1 billion dollars,Growth is three to five times of ctrip.Compared with ctrip in 6 520 million revenue,Can go alone speak simple advertising model to obtain the results did not simple.

　　但众所周知，广告模式的营收增速受网站流量增长速度、转化率等指标的限制，作为垂直行业网站，流量增长到一定程度会出现瓶颈，进而转化率即客户效果就会受到影响，如果不能承载更多广告客户或提高广告价格，网站收益增速就会大受影响。

But it is well known,Advertising revenue growth is affected by traffic growth/Conversion rate indicators such restrictions,As a vertical industry websites,There will be a bottleneck in traffic growth to a certain degree,Effect of conversion is that the customer will be affected,If you can't carry more advertisers or advertising price,Site earnings growth will be affected.

　　去哪儿网或早已经意识到了这个问题，在酒店业务线高调推出团购产品，在模式上已经和携程酒店团购是一样的，就有业内人士质疑这是去哪儿网OTA化的第一步。在机票业务线上，通过自主开发的TTS在线交易系统，去哪儿对机票代理商有了较强的控制力和话语权并把用户订单信息留在了去哪儿平台上，众所周知，拥有完整的庞大的用户订单信息是未来决战的最大砝码，可能中小票代和订房网站不十分介意，但大型的OTA十分警惕，TTS系统在酒店类客户的推广上，就遭到了大中型OTA的集体反对，合作方式至今仍然以跳转为主。TTS系统也被业内人士称为去哪儿网OTA化的最重要的策略。同时，去哪儿网低调推出BtoB平台，试图控制机票上游批发商及下游中小票代。劲旅网分析认为，随着去哪儿网上市临近，成功上市后的去哪儿网在模式上是坚守媒体平台还是转型OTA，将值得关注。

Where nets or have already realized this problem,In hotel business line launched groupon products,On the pattern already and ctrip hotel group purchase is the same,The personage inside course of study questions this is where you should go net of OTA, the first step.The air line,Through the independent development of TTS online trading system,Where to go to the ticket agent has a strong influence and control and where the users order information on the platform,As is known to all,Owns large complete customer order information is the decisive battle of the largest farmar,May be small and medium-sized ticket and reservation website don't mind,But big otas very vigilant,TTS system on the hotel class customer promotion,Was large and medium-sized OTA group against it,Cooperation method still is given priority to with jump.TTS system is also referred to as the industry was where net of OTA, the most important strategy.At the same time,Where net low-key launch BtoB platform,Try to control ticket generation of upstream and downstream of small and medium-sized wholesaler ticket.Rival network analysis,As the city near where the Internet,Where to go after the successful listing on the model is to media platforms or transformation of OTA,Will be worth watching.

　　养孩子vs养猪 Raising children vs pig

　　在最近几年中国在线旅游异常火热的竞争态势下，携程作为行业老大，已成了众矢之的，竞争对手们纷纷寻找突破口，向其发起冲击。在一些领域上，携程的老大地位已经岌岌可危，就在携程如此危及的时刻，原本“功成身退”的梁建章，此时再出江湖，意味深长。或许梁建章在多年前的一次采访中所讲的话就能为此做出解释。梁建章曾坦言并不准备再次享受白手起家的成就感，因为他觉得：“重新做一个公司的成就感，远远比不上再把携程做大10倍的感觉。”如今，他如前所言，游历六年之后没有二次创业，而是选择重返携程一线，是否能续写如2009年柳传志重返联想一线后再次功成身退时的辉煌，值得关注。

In recent years under the competitive situation of Chinese online tourism is hot,Ctrip as an industry leader,Has become a target,Competitors have breach,To it.In some areas,Ctrip 1 position was precarious,As ctrip so moment threatening,originally"Stepped back"The Liang Jianzhang,At this time the river's lake again,A meaningful.Perhaps Liang Jianzhang in many years ago had said in an interview can explain this.Liang Jianzhang once said is not prepared to enjoy self-made again a sense of achievement,Because he thought:"To make a company a sense of achievement,Than do ctrip 10 times bigger all the feeling again."now,He words as before,After six years of traveling without second startup,Choosing instead to return to the ctrip line,Whether can be written as a line after liu chuanzhi returned to lenovo in 2009 stepped back again,Worthy of attention.

　　庄辰超，对于去哪儿网也可谓是倾尽心血，向着IPO目标义无反顾地前行着。纵观庄辰超的成功之路，伴随着多次成功的创业经历，奠定了其犹如软银孙正义式的互联网先锋人物形象。 正如此前《创业家》杂志采访他时所讲：“我希望去哪儿的业务保持健康的独立性，也就是说，我的进入可以给机构带来正面的帮助，我的退出不会对机构产生太负面的影响。哪怕有一天我因为车祸或者空难无法来公司了，公司依然能健康有序地发展。”或许庄辰超的理想就是打造一个又一个良性发展的团队，而不是一个依靠老大个人威望的团伙。在庄辰超主导下的新的去哪儿网组织构架已经完成，剩下的就需要更多的“早期杨元庆”们的敢想敢拼了。可以期待，去哪儿网必将成为庄辰超创业路上的又一个优秀组织。

ZhuangChen super,For where to network is also best efforts,Towards IPO target boldly forward.All round the ZhuangChen super road to success,With many successful entrepreneurial experience,Laying its like softbank masayoshi son Internet pioneer image of the type. Just like it[entrepreneurs]Magazine when he speak:"I want to go where the independence of the business to keep healthy,That is to say,I can enter to organization a positive help,I quit not too negative influence on organization.Even if one day I can't come to company because of car accident or disaster,Companies can still healthy and orderly development."Perhaps ZhuangChen super ideal is to create a and a benign development team,Instead of a group depends on the boss personal prestige.Under ZhuangChen super leading new where to network organization structure has been completed,The rest will need more"The early Mr Yang"Dare to dare to spell it.Can look forward to,Where net will become ZhuangChen super entrepreneurial way and a good organization.