電子商務(wù)與民航信息化

e-Commerce&ITinAviation

電子商務(wù)&民航信息化

2004.12.152005.12.112006.5.22新聞回放成為

具有國際知名度的航空公司

2006.6.9簡化商務(wù)電子客票自助登機(jī)二維條碼無線射頻識別電子貨運國際航空運輸協(xié)會“簡化商務(wù)”目標(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)是航空業(yè)的救命稻草？電子商務(wù)=（eCommerce+eBusiness)

同業(yè)競爭者替代產(chǎn)品和服務(wù)行業(yè)壁壘上游供應(yīng)商議價能力消費者和分銷渠道的議價能力Bymakingtheoverallindustrymoreefficient,theinternetcanexpandthesizeofthemarket.Theproliferationofinternetapproachescreatesnewsubstitutionthreats.Eliminatespowerfulchannelsorimprovesbargainingpowerovertraditionalchannels.Shiftsbargainingpowertoendconsumers.Reducesswitchingcosts.Reducesdifferencesamongcompetitorsasofferingsaredifficulttokeepproprietary.Migratescompetitiontoprice.Widensthegeographicmarket,increasingthenumberofcompetitorsLowersvariablecostrelativetofixedcost,increasingpressuresforpricediscounting.Reducesbarrierstoentryastheneedforasalesforce,accesstochannels,andphysicalassets–anythingthatinternettechnologyeliminatesormakeseasiertodoreducesbarrierstoentry.Internetapplicationsaredifficulttokeepproprietaryformnewentrants.Afloodofnewentrantshascomeintomanyindustries.Procurementusingtheinternettendstoraisebargainingpoweroversuppliers,thoughitcanalsogivesuppliersaccesstomorecustomers.Theinternetprovidesachannelforsupplierstoreachendusers,reducingtheleverageofinterveningcompanies.Internetprocurementanddigitalmarketstendtogiveallcompaniesequalaccesstosuppliers,andgravitateprocurementtostandardizedproductsthatreducedifferentiation.Reducedbarrierstoentryandtheproliferationofcompetitorsdownstreamshiftspowertosuppliers.HowtheInternetInfluencesIndustryStructure(Porter,Michael2001)SUPPLIERTRADITIONALTRAVELAGENTONLINE

TRAVELAGENTCOMPETITIVEINTENSITY(Basedonvolume)(Basedonreal-timeinformation)SELECTIVEBARGAININGPOWERCOLLECTIVE

BARGAININGPOWERBUYER議價能力的轉(zhuǎn)移不透明完全透明“價格”是互聯(lián)網(wǎng)上最容易被傳遞和比較的參數(shù)。

“Internettendstoweakenindustryprofitabilitywithoutprovidingproprietaryoperationaladvantage.ThetimehascometoseetheInternetforwhatitis:anenablingtechnology.Thekeyquestionisnotwhethertodeployinternettechnology–companieshavenochoiceiftheywanttostaycompetitive–buthowtodeployit.Theinternet’sgreatimpacthasbeentoenablethereconfigurationofexistingindustriesthathadbeenconstrainedbyhighcostsforcommunicating,gatheringinformation,oraccomplishingtransactions.(Porter,2001)

“TheInternetlevelstheplayingfield.”(TomMurphyofRoyalCaribbean,2000)不要忘記！！航空業(yè)是基于服務(wù)的行業(yè)。電子商務(wù)的最終目的：降低成本提高服務(wù)McGraw-Hill/Irwin?2003.TheMcGraw-HillCompanies.AllRightsReservedInternetImpactICTs“ishavingthegreatestimpactonthemarketing&distributionfunctions,whileleavingotherswhichneedmorehumancontactrelativelyuntouched.”信息技術(shù)對服務(wù)營銷和分銷將產(chǎn)生強(qiáng)烈沖擊。

(Poon1993,quotedbyO’Connor,1999)顧客消費的五個步驟Forthosereasons,“airlinesweretheleaderindevelopinghighvolume,transaction-basedcomputersystemsandtheywerethefirsttofeeltheneedfordistributionsystemsonaninternationalscale.”

基于以上原因，航空業(yè)在世界上最先開發(fā)出大規(guī)模計算機(jī)處理系統(tǒng)，并最早把分銷系統(tǒng)推向國際市場。(Fitzgerald,2000)航空產(chǎn)品的特點空間有限（相同的機(jī)艙，有限的餐飲和娛樂設(shè)施，有限的客艙服務(wù)人員）服務(wù)標(biāo)準(zhǔn)預(yù)定（高度管制的行業(yè)）核心業(yè)務(wù)同質(zhì)（從A點位移到B點）LowLowHighHighImpactonProductionImpactonDistributionAirlineNTO/LTOTravelAgentMeetingPlanningHotelTourOperatorCarRentalAttractionsBed&BreakfastSurfBoardRentalsRestaurantCateringAdaptedfromWerthrner(2000)p.20andSheldon(1997)p.12AdaptedfromHukill，TIM603信息技術(shù)對旅旅游行業(yè)的影影響PhilipAlford,2005LeisureTravelerBusinessTravelerTravelPortalTravelAgentsTouroperatorGDSCRSConso-LidatorWhole-salerAirlineTransferAccomm.CruiseCarHireInsuranceFerryExcursionRailOtherConsumerDistributorPrincipalAggregatorSupplierInternet旅游供應(yīng)鏈服務(wù)提供商消費者中間商分銷提供增值服務(wù)務(wù)創(chuàng)造更多就業(yè)業(yè)增加分銷（中中間）成本割斷了消費者者與服務(wù)提供供商之間的信信息交流中間商的作用用60’70’ElectricTypewriterComputerReservationSystem80’GlobalDistributionSystemHotelsCarsCruises90’OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines最新技術(shù)開放架構(gòu)60’70’ElectricTypewriterComputerReservationSystem80’GlobalDistributionSystemHotelsCarsCruises90’OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines全自動民航業(yè)電子商商務(wù)應(yīng)用發(fā)展展趨勢PassengersurveybasedonlimitedsamplesizeResultSupplierAirlineHotelCarCruiseMarketingResearchCustomizationInventoryIntermediariesGDSTravelAgentTouroperatorOTAsAdvertisingPromotionEnduserConsumptionPackageIndividualpotentialcustomerInputinformationTravelSearchEnginesRecognizeneedSortandleveragecustomers’informationSupplierAirlineHotelCarCruiseDirection顧客驅(qū)動的商商務(wù)模式TYPEITYPEII去傳統(tǒng)中間商商新型中間商直銷/直投廣廣告直接服務(wù)信息集成商為顧客增加價價值A(chǔ)daptedfromHukill，TIM603AirlinesOnlineTravelAgencyTravelSearchEngine兩種電子商務(wù)務(wù)模式TYPEI/IISlidecourtesyofDr.Hukill航空公司的代代理顧客的代理機(jī)票代理的角角色Jul.2003Jun.2004Jan.2005Aug.2005Nov.2005Apr.2006Apr.2006Apr.2006May.2006Jun.2006與中航信合作作推出符合IATA國際際標(biāo)準(zhǔn)的ET香港地區(qū)航線線電子客票國內(nèi)BSPET國際航線電子子客票（北美美）國內(nèi)聯(lián)程電子子客票（上航航、山航）國際聯(lián)程電子子客票（國泰泰）國際B2C電電子客票首都機(jī)場自助助登機(jī)設(shè)備國外旅游分銷銷系統(tǒng)GDS電子客票新行程單（報報銷憑證）啟啟用國航ET實實施進(jìn)度國航國內(nèi)ET銷售量量及ET比比例從2005年年1月至2006年4月月ET銷售量量增長8倍，，ET銷銷售份額由9%增長至至52%.ET類型ICS/BSP/B2CFromJan.2005toApr.2006BSPET比例快速增增長，B2CET只只占全部ET的0.15%.ET–電子子客票媒介的變化客票由紙制媒媒介變?yōu)殡娮幼用浇榻档涂推钡挠∮∷ⅲ瑑\，，管理，錄入入成本初期投入增加加，在國內(nèi)降降低成本有限限2007年底底完成轉(zhuǎn)換B2C電電子直銷（電電子商務(wù)E-commerce））渠道的變化借助因特網(wǎng)實實現(xiàn)對單個旅旅客的直銷降低分銷成本本，加強(qiáng)了航航空公司與顧顧客間的聯(lián)系系初期投入增加加，在境內(nèi)外外拓展直銷渠渠道低成本公司比比例相對較高高，網(wǎng)絡(luò)型公公司比例相對對較低B2C業(yè)務(wù)務(wù)是ET業(yè)業(yè)務(wù)的自然延延伸全球電子客票票發(fā)展趨勢ET百百分比中國增長十分分迅猛Source:IATA實現(xiàn)100%ET的兩大大障礙InterlineET航空公司相相互開帳金金額系系統(tǒng)提供商ET標(biāo)準(zhǔn)CA-------------Travelsky2000.2聯(lián)盟CodeshareIETHUBMulti-to-Multi離港問題樞紐/點到點點地面代代理離離港系統(tǒng)支支持任何ET否是是否改FRA中國民航發(fā)展展歷程重點解決“信息孤島”和“行業(yè)標(biāo)準(zhǔn)”問題AdaptedfromBuhalis,2003民航信息化水水平以新行程單為為例銷售乘機(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-CommerceinChina’sAirlinesIndustryPassengersCostTechnologyTransactionChannelPolicyPassengersPassengers60%passengersarebusinesstravelerspaidbygovernmentsorcompanies. Forleisuremarket,grouptourisprevalence.Nearly70%airtrafficgeneratedbyafewpopulationoffrequentflyers. Bothbusinessandleisuretravelersemphasizeonconvenienceandgoodservice(Source:CAMIC2004domesticpassengerssurvey)CostCostLaborcostrelatedtoissuinganddeliveringticketisextremelylowinChinaPhysicallaborcostismuchlowerthanintellectuallaborcost.ETinfrastructureisnotcheap.ETcan’’tsaveasmuchmoneyasinWesterncountries.TechnologySingleICSandDCSMonopolybyTravelsky.AirlinesareweakatITandeCommerce.LowCostCarriersaresmallandweak.TechnologyTransactionTransactionLegacystateownedbanksystemlackofprotectingconsumers’right.Creditcardusersinbigcitiesareincreasingrapidly(110Minternetusers,nearlyhalfhavebroadbandaccess.)Transactiontrust(orderedgoodswillarrive,paymentwillbemade)On-sitecommerce(friendlyconversationsbetweenthevendorandthecustomer)(Source:AlevM.,VincentF.Yip,2004)DistributionChannel80%ofdomesticticketsaresoldbyticketagentsandtravelagencies,forinternationalmarket,therate