民航信息化和電子商務(wù)概論分析

1、e-Commerce & IT in Aviation 電子商務(wù) & 民航信息化 2004.12.152005.12.112006.5.22新聞回放放成為具有國際際知名度度的航空空公司2006.6.9簡化商務(wù)務(wù)電子客票票自助登機(jī)機(jī)二維條碼碼無線射頻頻識別電子貨運(yùn)運(yùn)國際航空空運(yùn)輸協(xié)協(xié)會“簡簡化商務(wù)務(wù)”目標(biāo)標(biāo)中國BSP將于今年10月16日停發(fā)紙質(zhì)機(jī)票。電子商務(wù)是航空業(yè)的救命稻草！電子商務(wù)務(wù)是航空空業(yè)的救救命稻草草？電子商務(wù)務(wù)=（eCommerce+eBusiness)同業(yè)競爭爭者替代產(chǎn)品品和服務(wù)務(wù)行業(yè)壁壘壘上游供應(yīng)應(yīng)商議價能力力消費者和和分銷渠渠道的議價能能力Bymakingthe overall

2、industrymoreefficient, theinternetcanexpand thesize of themarket.Theproliferationofinternetapproaches createsnew substitutionthreats.Eliminates powerful channels or improves bargainingpowerovertraditionalchannels.Shiftsbargainingpowertoendconsumers.Reduces switchingcosts.Reduces differences among co

3、mpetitors as offeringsaredifficult to keepproprietary.Migratescompetitiontoprice.Widensthe geographicmarket,increasing thenumberofcompetitorsLowersvariablecostrelativetofixedcost,increasing pressuresforpricediscounting.Reduces barriers to entry as theneed fora sales force,accesstochannels, andphysic

4、alassetsanythingthat internet technologyeliminatesormakeseasiertodoreducesbarrierstoentry.Internetapplicationsare difficulttokeep proprietary formnew entrants.A flood of newentrantshascomeinto manyindustries.Procurementusingtheinternettendstoraisebargainingpowerover suppliers,though it canalso gives

5、uppliers accesstomore customers.Theinternetprovidesachannel forsupplierstoreachend users,reducingtheleverageofinterveningcompanies.Internetprocurementanddigitalmarkets tendtogiveallcompanies equal accesstosuppliers, andgravitateprocurementtostandardized products thatreduce differentiation.Reduced ba

6、rriers to entry andtheproliferationofcompetitorsdownstream shiftspowertosuppliers.Howthe Internet InfluencesIndustryStructure(Porter,Michael2001)SUPPLIERTRADITIONALTRAVELAGENTONLINETRAVELAGENTCOMPETITIVEINTENSITY(Basedonvolume)(Basedonreal-time information)SELECTIVEBARGAINING POWERCOLLECTIVEBARGAINI

7、NG POWERBUYER議價能力力的轉(zhuǎn)移移不透明完全透明明“價格”是互聯(lián)網(wǎng)網(wǎng)上最容容易被傳傳遞和比比較的參參數(shù)。“Internettendstoweaken industry profitabilitywithoutprovidingproprietaryoperationaladvantage.Thetimehascometoseethe Internet forwhat it is:anenablingtechnology.Thekey question is notwhether to deployinternettechnology companieshavenochoiceifth

8、ey wanttostaycompetitive buthowtodeploy it.Theinternetsgreatimpacthas beentoenable thereconfigurationofexistingindustriesthat hadbeen constrained by highcostsfor communicating, gatheringinformation,oraccomplishingtransactions.(Porter,2001)“The Internetlevelstheplayingfield.”(Tom MurphyofRoyalCaribbe

9、an, 2000)不要忘記記！航空業(yè)是是基于服務(wù)的行業(yè)。電子商務(wù)務(wù)的最終終目的：降低成本提高服務(wù)McGraw-Hill/Irwin2003.The McGraw-Hill Companies.All RightsReservedInternet ImpactICTs “ishavingthe greatest impactonthemarketing&distributionfunctions, while leavingothers which needmorehumancontact relativelyuntouched.”信息技術(shù)術(shù)對服務(wù)務(wù)營銷和分分銷將產(chǎn)生強(qiáng)強(qiáng)烈沖擊擊。(Poon19

10、93,quotedbyOConnor,1999)顧客消費費的五個個步驟Forthosereasons,“airlines werethe leaderindeveloping highvolume,transaction-basedcomputersystems andthey werethe first to feelthe needfor distributionsystems on an internationalscale.”基于以上上原因，航空業(yè)業(yè)在世界界上最先先開發(fā)出出大規(guī)模模計算機(jī)機(jī)處理系系統(tǒng)，并并最早把把分銷系系統(tǒng)推向向國際市市場。(Fitzgerald,2000)航空產(chǎn)品品的

11、特點點空間有限限（相同同的機(jī)艙艙，有限限的餐飲飲和娛樂樂設(shè)施，有有限的客客艙服務(wù)務(wù)人員）服務(wù)標(biāo)準(zhǔn)準(zhǔn)預(yù)定（高度管管制的行行業(yè)）核心業(yè)務(wù)務(wù)同質(zhì)（從A點位移到到B點）LowLowHighHighImpactonProductionImpactonDistributionAirlineNTO/LTOTravelAgentMeeting PlanningHotelTourOperatorCarRentalAttractionsBed&BreakfastSurf BoardRentalsRestaurantCateringAdapted fromWerthrner (2000)p.20andSheldon

12、(1997)p.12Adapted fromHukill，TIM603信息技術(shù)術(shù)對旅游游行業(yè)的的影響PhilipAlford,2005LeisureTravelerBusinessTravelerTravelPortalTravelAgentsTouroperatorGDSCRSConso-LidatorWhole-salerAirlineTransferAccomm.CruiseCarHireInsuranceFerryExcursionRailOtherConsumerDistributorPrincipalAggregatorSupplierInternet旅游供應(yīng)應(yīng)鏈服務(wù)提供商消費者中

13、間商分銷提供增值值服務(wù)創(chuàng)造更多多就業(yè)增加分銷銷（中間間）成本本割斷了消消費者與與服務(wù)提提供商之之間的信信息交流流中間商的的作用6070Electric TypewriterComputer ReservationSystem80Global DistributionSystemHotelsCarsCruises90OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines 最新技術(shù)開放架構(gòu)6070Electric TypewriterComputer ReservationSystem80Global Distrib

14、utionSystemHotelsCarsCruises90OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines 全自動民航業(yè)電電子商務(wù)務(wù)應(yīng)用發(fā)發(fā)展趨勢勢Passengersurveybased onlimitedsample sizeResultSupplierAirlineHotelCarCruiseMarketing ResearchCustomizationInventoryIntermediariesGDSTravel AgentTour operatorOTAsAdvertisingPromotio

15、nEnd userConsumptionPackageIndividualpotentialcustomerInput informationTravelSearchEnginesRecognize needSort and leverage customers informationSupplierAirlineHotelCarCruiseDirection顧客驅(qū)動動的商務(wù)務(wù)模式TYPE ITYPE II去傳統(tǒng)中中間商新型中間間商直銷/直投廣告告直接服務(wù)務(wù)信息集成成商為顧客增增加價值值A(chǔ)dapted fromHukill，TIM603AirlinesOnline Travel AgencyT

16、ravel Search Engine兩種電子子商務(wù)模模式TYPE I/IISlidecourtesyofDr.Hukill航空公司司的代理理顧客的代代理機(jī)票代理理的角色色Jul. 2003Jun. 2004Jan. 2005Aug. 2005Nov. 2005Apr. 2006Apr. 2006Apr. 2006May. 2006Jun. 2006與中航信信合作推推出符合合IATA國際標(biāo)準(zhǔn)準(zhǔn)的ET香港地區(qū)區(qū)航線電電子客票票國內(nèi)BSPET國際航線線電子客客票（北北美）國內(nèi)聯(lián)程程電子客客票（上上航、山山航）國際聯(lián)程程電子客客票（國國泰）國際B2C電子客票票首都機(jī)場場自助登登機(jī)設(shè)備備國外旅游游分銷

17、系系統(tǒng)GDS電子客票票新行程單單（報銷銷憑證）啟用國航ET實施進(jìn)度度國航國內(nèi)內(nèi)ET銷售量及及ET比例從2005年1月至2006年4月ET銷售量增增長8倍，ET銷售份額額由9%增長至52%.ET類型ICS/BSP/B2CFrom Jan.2005toApr. 2006BSPET比例快速速增長，B2CET只占全部部ET的0.15%.ET電子客票票媒介的變變化客票由紙紙制媒介介變?yōu)殡婋娮用浇榻榻档涂推逼钡挠∷⑺?，儲運(yùn)運(yùn)，管理理，錄入入成本初期投入入增加，在國內(nèi)內(nèi)降低成成本有限限2007年底完成成轉(zhuǎn)換B2C電子直銷銷（電子子商務(wù)E-commerce）渠道的變變化借助因特特網(wǎng)實現(xiàn)現(xiàn)對單個個旅客的的直銷降

18、低分銷銷成本，加強(qiáng)了了航空公公司與顧顧客間的的聯(lián)系初期投入入增加，在境內(nèi)內(nèi)外拓展展直銷渠渠道低成本公公司比例例相對較較高，網(wǎng)網(wǎng)絡(luò)型公公司比例例相對較較低B2C業(yè)務(wù)是ET業(yè)務(wù)的自自然延伸伸全球電子子客票發(fā)發(fā)展趨勢勢ET百分比中國增長長十分迅迅猛Source: IATA實現(xiàn)100%ET的兩大障障礙InterlineET航空公司司相相互開帳帳金額系系統(tǒng)提供供商ET標(biāo)準(zhǔn)CA-Travelsky2000.2聯(lián)盟Code shareIETHUBMulti-to-Multi離港問題題樞紐/點到點地地面面代理離離港系統(tǒng)統(tǒng)支支持任何何ET否是是否改FRA中國民航航發(fā)展歷歷程重點解決決“信息孤島島”和“行業(yè)標(biāo)準(zhǔn)準(zhǔn)

19、”問題Adapted fromBuhalis,2003民航信息息化水平平以新行程程單為例例銷售 乘機(jī) 結(jié)算電子化傳統(tǒng)ET業(yè)務(wù)流程IATA已確立標(biāo)準(zhǔn)報銷新行程單（紙）特殊ET業(yè)務(wù)流程稅務(wù)總局發(fā)票管理規(guī)定Uniquee-CommerceModele-CommerceinChinasAirlinesIndustryPassengersCostTechnologyTransactionChannelPolicyPassengersPassengers60%passengersarebusinesstravelers paidbygovernmentsorcompanies.Forleisure mar

20、ket,grouptourisprevalence.Nearly70% airtraffic generatedbya fewpopulation of frequent flyers.Bothbusinessand leisuretravelers emphasizeonconvenienceandgoodservice(Source:CAMIC2004 domestic passengerssurvey)CostCostLaborcost relatedtoissuinganddeliveringticketisextremely lowinChinaPhysicallaborcost i

21、s muchlowerthanintellectuallaborcost.ETinfrastructureisnotcheap.ETcantsave as muchmoneyasinWesterncountries.TechnologySingleICS andDCSMonopolybyTravelsky.AirlinesareweakatITandeCommerce.LowCostCarriersaresmalland weak.TechnologyTransactionTransactionLegacystateownedbanksystemlackofprotecting consume

22、rsright.Creditcardusersinbigcities areincreasing rapidly(110Minternetusers, nearlyhalf havebroadband access.)Transactiontrust(orderedgoodswill arrive,paymentwill be made)On-sitecommerce(friendly conversationsbetweenthevendor andthecustomer)(Source:AlevM.,Vincent F. Yip,2004)DistributionChannel80%ofdomesticticketsaresoldbyticketagents andtravelagencies, forinternational market,the rateisevenhigher.More than14,000 regis