入侵者携程 一家互联网公司改变传统产业的简单秘密  

lnvador Ctrip

作　　者：程苓峰 任雪松 

出　　处：《中国企业家》2006年第9期30-40,4,共11页China Entrepreneur

摘　　要：携程网的商业模式一望即知:庞大的会员卡客户群体——向酒店和航空公司获取更低的折扣——自己获取中间的佣金。这未免使人产生两个感觉: 携程是容易模仿的;携程这样的企业并非传统旅游企业直接的竞争对手。这两个感觉很可能都是错的。事实证明,尽管携程身后模仿者众,同一个行业内最知名的竞争对手e龙几乎是近身而搏,但携程业绩之优秀却是一骑绝尘。——为什幺是携程?旅游行业和携程体内的特殊基因、其独有的秉赋能力许是其根本原因。这篇封面故事, 对携程这家网络服务公司如制造企业般精细化的管理进行了深入的梳理。而第二个感觉之“错”似乎尚未被证实。携程目前的业务模式使得传统旅游企业尚可以大而化之地不把携程、e龙视作直接的竞争对手。“e龙、携程提供的是单向旅游服务, 机票、酒店预订的服务,他们很难提供导游和面对面的服务”(某服务于传统旅行服务商的人士语)。但事实上,已经开始进入自助游和商旅管理等传统旅行服务的携程,正在分流传统旅游公司的现有客源,而且它还有可能倚重手中掌控的数十万、乃至更大量的会员客户资源,对酒店、旅行社等进行筛选、排名等整合工作,携程们会迫使他们降低价格、缩小利润空间,部分企业甚至被淘汰出局——就像沃尔玛、国美等连锁巨头今天对传统制造业所作的那样。受此冲击, 劳动密集型、分散经营、产品销售严重依赖人员推销和门店渠道的传统旅行服务运营模式可能进一步被消解和颠覆。虽然,今天携程收益的70％来自于呼叫中心(Call center) 的电话服务,直接的网络收益只有 30％。但这并没有削弱携程的攻击性。携程网的迅速长大甚至剥夺了传统旅行社主动向在线服务转型的机会。尽管传统旅行社已经开始纷纷推出自己的在线订票和旅游服务,但效果不�Ctrip.com has developed into one of the most successful Intenet companies in China, In thepast two years, he ompany achieved 134% and 66% profit growth respectively, with a marketcapitalization as high as 1.5 billion US ollar. One of the key reasons behind Ctrip's success isthe unique industrial environment in the tourism market, here trip can represent the massconsumers to negotiate with hotels and airliners for a discount rate and collect ommissions fromthe latter. Some lnternet websites have copied Ctrip's business model, expecting to create anotherbusiness miracle. Topstudy.com seems to the most successful one among them. The companyestablishes a latform bridging students and schools and generates revenues by collectingcommissions from schools. opstudy.com made profit in the first quarter after establishment andits revenue has reached tens of millions yuan in 005. lkang.com, a healthcare website, has attractedover 200 doctors and nurses as healthcare advisors and started roviding healthcare services toseveral big local companies. However, in the real estate industry, online business roves to bemuch more difficult. Focus.cn and soufun.com, China's two largest real estate websites are stillrelying ainly on the advertising income. Both websites' revenues are no more than 200 millionyuan in 2005.

关 键 词：互联网公司 传统产业 秘密 航空公司 客户群体 商业模式 竞争对手 旅游企业 会员卡 携程网 

分 类 号：F49[经济管理—产业经济]