携程有没有原罪？| 愉见周末_老虎社区_美港股上老虎

携程有没有原罪？| 愉见周末

愉见财经01-23

作者 | 高国垒约访 | 愉见财经携程被反垄断立案调查，股价应声大跌。有消费者拍手称快，互联网上出现了那句——“天下人苦携程久矣”。作者高国垒却给出了另一个观察视角：来看看携程来时路，有没有原罪，何来市场支配地位，反垄断调查意味着什么……【作者简介】高国垒：上海章和投资董事长、美国哥伦比亚大学高级访问学者。大数据杀熟、逼迫商家二选一……如今留在消费者印象中的，多是携程种种可恶的面孔。人们甚至不记得...

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愉见财经携程被反垄断立案调查，股价应声大跌。有消费者拍手称快，互联网上出现了那句——“天下人苦携程久矣”。作者高国垒却给出了另一个观察视角：来看看携程来时路，有没有原罪，何来市场支配地位，反垄断调查意味着什么……【作者简介】高国垒：上海章和投资董事长、美国哥伦比亚大学高级访问学者。大数据杀熟、逼迫商家二选一……如今留在消费者印象中的，多是携程种种可恶的面孔。人们甚至不记得当初那个浓眉大眼的携程了。我们今天就来看看携程来时路，有没有原罪，何来市场支配地位，反垄断调查意味着什么……其实，携程当年也是草根创业，参与探索出OTA产业，大大便利了人们的工作与生活，是有时代意义的。OTA这个行业，没有稀缺牌照资源，最初也没有巧取豪夺，大家拼的是用户体验，争的是用户信任。OTA平台，一方面要汇聚海量酒店、航司、景区等供应商资源，吸引用户；另一方面，要庞大的用户流量和预订数据又反过来吸引更多供应商入驻。携程的优势，也是在充分竞争中一点点积累的。后来，携程又通过资本运作与战略并购迅速整合市场，对同程进行投资，并购去哪儿，这进一步奠定了携程的市场地位。但携程在OTA大战中“剩出”，并不是终局，丰厚的利润迅速引来各路好汉踢馆……首先是阿里、美团之类大平台。阿里飞猪、美团等依托高频业务（外卖、电商）的巨大流量，采用“高频打低频”策略切入酒旅市场，取得了一定进展，但主要在中低端市场。携程牢牢抓住中高端消费者和商务旅行人士的心智，稳稳占住了高毛利业务，同时通过控制同程旅行网，打通下沉市场，把阿里们压制在低毛利的有限市场空间里。三大航司也一度不服携程。国航、东航、南航三家就占了国内航空市场大头，拥有核心机票资源，曾试图通过“提直降代”（提升直销、降低代理）和自建平台来夺回主导权。携程迅速找到这个联盟的软肋：产品单一，频次过低：机票消费频次低（年均不到1次），用户粘性弱。单纯卖机票的APP很难留存用户。而如果要提供酒店、门票等一站式服务，需重建一套庞大复杂的供应链和运营体系，边际成本远高于专业OTA。携程应对之策是：以机票、火车票为高频、低利润的流量入口，带动高利润的酒店及度假产品预订，形成协同，在用户心中建立了“一站式专业旅游服务”的强认知。最终，三大航司联盟瓦解，他们与携程的关系更多从“竞争”转向“竞合”。东航接受携程战略投资，双方在资源、渠道、技术等方面互补。这就形成了今天的局面，人们一边骂携程，一边用携程——对，这就是涉嫌垄断企业的典型特征。如果一家企业，人们只骂他不用它，或只用它不骂它，一般都不会涉嫌垄断。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}