民航信息化和电子商务概论分析课件

e-Commerce&ITinAviation

电子商务&民航信息化

e-Commerce&ITinAviation

2004.12.152005.12.112006.5.22新闻回放成为

具有国际知名度的航空公司

2006.6.92004.12.152005.12.112006.5.22新简化商务电子客票自助登机二维条码无线射频识别电子货运国际航空运输协会“简化商务”目标中国BSP将于今年10月16日停发纸质机票。简化商务电子客票国际航空运输协会“简化商务”目标中国BSP将电子商务是航空业的救命稻草！电子商务是航空业的救命稻草？电子商务=（eCommerce+eBusiness)

电子商务是航空业的救命稻草！电子商务是航空业的救命稻草？电子同业竞争者替代产品和服务行业壁垒上游供应商议价能力消费者和分销渠道的议价能力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)同业竞争者替代产品和服务行业壁垒上游供应商消费者和分销渠道BSUPPLIERTRADITIONALTRAVELAGENTONLINE

TRAVELAGENTCOMPETITIVEINTENSITY(Basedonvolume)(Basedonreal-timeinformation)SELECTIVEBARGAININGPOWERCOLLECTIVE

BARGAININGPOWERBUYER议价能力的转移不透明完全透明“价格”是互联网上最容易被传递和比较的参数。SUPPLIERTRADITIONALONLINE

TRA

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

“TheInternetlevelstheplayingfield.”(TomMurphyofRoyalCaribbean,2000)“Internettendstoweakeni不要忘记！！航空业是基于服务的行业。电子商务的最终目的：降低成本提高服务不要忘记！！航空业是基于服务的行业。McGraw-Hill/Irwin©2003.TheMcGraw-HillCompanies.AllRightsReservedInternetImpactICTs“ishavingthegreatestimpactonthemarketing&distributionfunctions,whileleavingotherswhichneedmorehumancontactrelativelyuntouched.”信息技术对服务营销和分销将产生强烈冲击。

(Poon1993,quotedbyO’Connor,1999)

顾客消费的五个步骤McGraw-Hill/Irwin©2003.TheMcForthosereasons,“airlinesweretheleaderindevelopinghighvolume,transaction-basedcomputersystemsandtheywerethefirsttofeeltheneedfordistributionsystemsonaninternationalscale.”

基于以上原因，航空业在世界上最先开发出大规模计算机处理系统，并最早把分销系统推向国际市场。(Fitzgerald,2000)航空产品的特点

空间有限（相同的机舱，有限的餐饮和娱乐设施，有限的客舱服务人员）服务标准预定（高度管制的行业）核心业务同质（从A点位移到B点）Forthosereasons,“airlineswLowLowHighHighImpactonProductionImpactonDistributionAirlineNTO/LTOTravel

AgentMeetingPlanningHotelTour

OperatorCarRentalAttractionsBed&BreakfastSurfBoard

RentalsRestaurantCateringAdaptedfromWerthrner(2000)p.20andSheldon(1997)p.12AdaptedfromHukill，TIM603

信息技术对旅游行业的影响LowLowHighHighImpactonProducPhilipAlford,2005LeisureTravelerBusinessTravelerTravelPortalTravelAgentsTouroperatorGDSCRSConso-LidatorWhole-salerAirlineTransferAccomm.CruiseCarHireInsuranceFerryExcursionRailOtherConsumerDistributorPrincipalAggregatorSupplierInternet旅游供应链PhilipAlford,2005LeisureTrav服务提供商消费者中间商分销提供增值服务创造更多就业增加分销（中间）成本割断了消费者与服务提供商之间的信息交流中间商的作用服务消费者中间商分销中间商的作用60’70’ElectricTypewriterComputerReservationSystem80’GlobalDistributionSystemHotelsCarsCruises90’OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines

最新技术开放架构60’70’ElectricTypewriterComputerReservationSystem80’GlobalDistributionSystemHotelsCarsCruises90’OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines

全自动民航业电子商务应用发展趋势60’70’ElectricTypewriterCompuPassengersurveybasedonlimitedsamplesizeResultSupplierAirlineHotelCarCruiseMarketingResearchCustomizationInventoryIntermediariesGDSTravelAgentTouroperatorOTAsAdvertisingPromotionEnduserConsumptionPackageIndividualpotentialcustomerInputinformationTravelSearchEnginesRecognizeneedSortandleveragecustomers’informationSupplierAirlineHotelCarCruiseDirection顾客驱动的商务模式PassengerResultSupplierMarketiTYPEITYPEII去传统中间商新型中间商直销/直投广告直接服务信息集成商为顾客增加价值AdaptedfromHukill，TIM603

AirlinesOnlineTravelAgencyTravelSearchEngine两种电子商务模式TYPEI/IITYPEITYPEII去传统中间商新型中间商直销/直投广SlidecourtesyofDr.HukillSlidecourtesyofDr.Hukill航空公司的代理顾客的代理机票代理的角色航空公司的代理顾客的代理机票代理的角色Jul.2003Jun.2004Jan.2005Aug.2005Nov.2005Apr.2006Apr.2006Apr.2006May.2006Jun.2006与中航信合作推出符合IATA国际标准的ET香港地区航线电子客票国内BSPET国际航线电子客票（北美）国内联程电子客票（上航、山航）国际联程电子客票（国泰）国际B2C电子客票首都机场自助登机设备国外旅游分销系统GDS电子客票新行程单（报销凭证）启用国航ET实施进度Jul.2003与中航信合作推出符合IATA国际标准国航国航国内ET销售量及ET比例从2005年1月至2006年4月ET销售量增长8倍，ET销售份额由9%增长至52%.国航国内ET销售量及ET比例从2005年1月至200ET类型ICS/BSP/B2CFromJan.2005toApr.2006BSPET比例快速增长，B2CET只占全部ET的0.15%.

ET类型ICS/BSP/B2CFromJan.ET–电子客票媒介的变化客票由纸制媒介变为电子媒介降低客票的印刷，储运，管理，录入成本初期投入增加，在国内降低成本有限2007年底完成转换B2C电子直销（电子商务E-commerce）渠道的变化借助因特网实现对单个旅客的直销降低分销成本，加强了航空公司与顾客间的联系初期投入增加，在境内外拓展直销渠道低成本公司比例相对较高，网络型公司比例相对较低B2C业务是ET业务的自然延伸ET–电子客票B2C业务是ET业务的自然延伸全球电子客票发展趋势ET百分比中国增长十分迅猛Source:IATA全球电子客票发展趋势ET百分比中国增长十分迅猛Sour实现100%ET的两大障碍InterlineET

航空公司相互开帐金额系统提供商ET标准

CA-------------Travelsky2000.2

联盟

Codeshare

IETHUB Multi-to-Multi离港问题

枢纽/点到点地面代理离港系统支持任何ET否是否改

FRA实现100%ET的两大障碍InterlineET中国民航发展历程中国民航发展历程重点解决“信息孤岛”和“行业标准”问题AdaptedfromBuhalis,2003民航信息化水平重点解决“信息孤岛”和“行业标准”问题Adaptedfro以新行程单为例销售乘机结算电子化传统ET业务流程IATA已确立标准报销新行程单（纸）特殊ET业务流程税务总局发票管理规定以新行程单为例销售乘机结算电子化IATUniquee-CommerceModele-CommerceinChina’sAirlinesIndustryPassengersCostTechnologyTransactionChannelPolicyUniquee-CommerceinChina’sAiPassengersPassengers

60%passengersarebusinesstravelerspaidbygovernmentsorcompanies. Forleisuremarket,grouptourisprevalence. Nearly70%airtrafficgeneratedbyafewpopulationoffrequentflyers. Bothbusinessandleisuretravelersemphasizeonconvenienceandgoodservice(Source:CAMIC2004domesticpassengerssurvey)PassengersPassengers 60%passeCostCost

LaborcostrelatedtoissuinganddeliveringticketisextremelylowinChina

Physicallaborcostismuchlowerthanintellectuallaborcost.

ETinfrastructureisnotcheap.

ETcan’tsaveasmuchmoneyasinWesterncountries.CostCost LaborcostrelatedtoTechnology

SingleICSandDCS MonopolybyTravelsky.

AirlinesareweakatITandeCommerce. LowCostCarriersaresmallandweak.TechnologyTechnology SingleICSandDCSTransactionTransaction

Legacystateownedbanksystemlackofprotectingconsumers’right.

Creditcardusersinbigcitiesareincreasingrapidly(110Minternetusers,nearlyhalfhavebroadbandaccess.)

Transactiontrust(orderedgoodswillarrive,paymentwillbemade) On-sitecommerce(friendlyconversationsbetweenthevendorandthecustomer)(Source:AlevM.,VincentF.Yip,2004)TransactionTransaction LegacyDistributionChannel

80%ofdomesticticketsaresoldbyticketagentsandtravelagencies,forinternationalmarket,therateisevenhigher. Morethan14,000registeredtravelagencies(1,400withinternationallicense),evenmoreillegaltravelagenciesinChina. Intermediaries’businessishighlyrelyonloosepersonalrelationship.ChannelGreatpotentialforairlinestobuildtheirownB2Cdistributionchannel.DistributionChannel 80%ofdPolicyPolicy

CAACadopt“OpenSky”and“Deregulation”policy Readytoadoptnewtechnology,emphasizeoninnovation. Lackofcoordinationamongdifferentgovernmentauthorities(airportsecurity,immigration,custom,taxbureau) Institutionalcostisveryhigh.PolicyPolicy CAACadopt“OpenImplicationPassengersCostTechnologyTransactionChannelPolicy

Laborintensiveandpersonalizedservice(CallCenter) Combineonline&offlinepayment. ET&PT AirlinesdominantB2Cplatform(O) OutsourceETsolutionespeciallyforInternationalmarket. FocusonbusinessandcorporateB2Cchannel.ImplicationPassengersCostTechne-Commerce&ITinAviation

电子商务&民航信息化

e-Commerce&ITinAviation

2004.12.152005.12.112006.5.22新闻回放成为

具有国际知名度的航空公司

2006.6.92004.12.152005.12.112006.5.22新简化商务电子客票自助登机二维条码无线射频识别电子货运国际航空运输协会“简化商务”目标中国BSP将于今年10月16日停发纸质机票。简化商务电子客票国际航空运输协会“简化商务”目标中国BSP将电子商务是航空业的救命稻草！电子商务是航空业的救命稻草？电子商务=（eCommerce+eBusiness)

电子商务是航空业的救命稻草！电子商务是航空业的救命稻草？电子同业竞争者替代产品和服务行业壁垒上游供应商议价能力消费者和分销渠道的议价能力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)同业竞争者替代产品和服务行业壁垒上游供应商消费者和分销渠道BSUPPLIERTRADITIONALTRAVELAGENTONLINE

TRAVELAGENTCOMPETITIVEINTENSITY(Basedonvolume)(Basedonreal-timeinformation)SELECTIVEBARGAININGPOWERCOLLECTIVE

BARGAININGPOWERBUYER议价能力的转移不透明完全透明“价格”是互联网上最容易被传递和比较的参数。SUPPLIERTRADITIONALONLINE

TRA

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

“TheInternetlevelstheplayingfield.”(TomMurphyofRoyalCaribbean,2000)“Internettendstoweakeni不要忘记！！航空业是基于服务的行业。电子商务的最终目的：降低成本提高服务不要忘记！！航空业是基于服务的行业。McGraw-Hill/Irwin©2003.TheMcGraw-HillCompanies.AllRightsReservedInternetImpactICTs“ishavingthegreatestimpactonthemarketing&distributionfunctions,whileleavingotherswhichneedmorehumancontactrelativelyuntouched.”信息技术对服务营销和分销将产生强烈冲击。

(Poon1993,quotedbyO’Connor,1999)

顾客消费的五个步骤McGraw-Hill/Irwin©2003.TheMcForthosereasons,“airlinesweretheleaderindevelopinghighvolume,transaction-basedcomputersystemsandtheywerethefirsttofeeltheneedfordistributionsystemsonaninternationalscale.”

基于以上原因，航空业在世界上最先开发出大规模计算机处理系统，并最早把分销系统推向国际市场。(Fitzgerald,2000)航空产品的特点

空间有限（相同的机舱，有限的餐饮和娱乐设施，有限的客舱服务人员）服务标准预定（高度管制的行业）核心业务同质（从A点位移到B点）Forthosereasons,“airlineswLowLowHighHighImpactonProductionImpactonDistributionAirlineNTO/LTOTravel

AgentMeetingPlanningHotelTour

OperatorCarRentalAttractionsBed&BreakfastSurfBoard

RentalsRestaurantCateringAdaptedfromWerthrner(2000)p.20andSheldon(1997)p.12AdaptedfromHukill，TIM603

信息技术对旅游行业的影响LowLowHighHighImpactonProducPhilipAlford,2005LeisureTravelerBusinessTravelerTravelPortalTravelAgentsTouroperatorGDSCRSConso-LidatorWhole-salerAirlineTransferAccomm.CruiseCarHireInsuranceFerryExcursionRailOtherConsumerDistributorPrincipalAggregatorSupplierInternet旅游供应链PhilipAlford,2005LeisureTrav服务提供商消费者中间商分销提供增值服务创造更多就业增加分销（中间）成本割断了消费者与服务提供商之间的信息交流中间商的作用服务消费者中间商分销中间商的作用60’70’ElectricTypewriterComputerReservationSystem80’GlobalDistributionSystemHotelsCarsCruises90’OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines

最新技术开放架构60’70’ElectricTypewriterComputerReservationSystem80’GlobalDistributionSystemHotelsCarsCruises90’OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines

全自动民航业电子商务应用发展趋势60’70’ElectricTypewriterCompuPassengersurveybasedonlimitedsamplesizeResultSupplierAirlineHotelCarCruiseMarketingResearchCustomizationInventoryIntermediariesGDSTravelAgentTouroperatorOTAsAdvertisingPromotionEnduserConsumptionPackageIndividualpotentialcustomerInputinformationTravelSearchEnginesRecognizeneedSortandleveragecustomers’informationSupplierAirlineHotelCarCruiseDirection顾客驱动的商务模式PassengerResultSupplierMarketiTYPEITYPEII去传统中间商新型中间商直销/直投广告直接服务信息集成商为顾客增加价值AdaptedfromHukill，TIM603

AirlinesOnlineTravelAgencyTravelSearchEngine两种电子商务模式TYPEI/IITYPEITYPEII去传统中间商新型中间商直销/直投广SlidecourtesyofDr.HukillSlidecourtesyofDr.Hukill航空公司的代理顾客的代理机票代理的角色航空公司的代理顾客的代理机票代理的角色Jul.2003Jun.2004Jan.2005Aug.2005Nov.2005Apr.2006Apr.2006Apr.2006May.2006Jun.2006与中航信合作推出符合IATA国际标准的ET香港地区航线电子客票国内BSPET国际航线电子客票（北美）国内联程电子客票（上航、山航）国际联程电子客票（国泰）国际B2C电子客票首都机场自助登机设备国外旅游分销系统GDS电子客票新行程单（报销凭证）启用国航ET实施进度Jul.2003与中航信合作推出符合IATA国际标准国航国航国内ET销售量及ET比例从2005年1月至2006年4月ET销售量增长8倍，ET销售份额由9%增长至52%.国航国内ET销售量及ET比例从2005年1月至200ET类型ICS/BSP/B2CFromJan.2005toApr.2006BSPET比例快速增长，B2CET只占全部ET的0.15%.

ET类型ICS/BSP/B2CFromJan.ET–电子客票媒介的变化客票由纸制媒介变为电子媒介降低客票的印刷，储运，管理，录入成本初期投入增加，在国内降低成本有限2007年底完成转换B2C电子直销（电子商务E-commerce）渠道的变化借助因特网实现对单个旅客的直销降低分销成本，加强了航空公司与顾客间的联系初期投入增加，在境内外拓展直销渠道低成本公司比例相对较高，网络型公司比例相对较低B2C业务是ET业务的自然延伸ET–电子客票B2C业务是ET业务的自然延伸全球电子客票发展趋势ET百分比中国增长十分迅猛Source:IATA全球电子客票发展趋势ET百分比中国增长十分迅猛Sour实现100%ET的两大障碍InterlineET

航空公司相互开帐金额系统提供商ET标准

CA-------------Travelsky2000.2

联盟

Codeshare

IETHUB Multi-to-Multi离港问题

枢纽/点到点地面代理离港系统支持任何ET否是否改

FRA实现100%ET的两大障碍InterlineET中国民航发展历程中国民航发展历程重点解决“信息孤岛”和“行业标准”问题AdaptedfromBuhalis,2003民航信息化水平重点解决“信息孤岛”和“行业标准”问题Adaptedfro以新行程单为例销售乘机结算电子化传统ET业务流程IATA已确立标准报销新行程单（纸）特殊ET业务流程税务总局发票管理规定以新行程单为例销售乘机结算电子化IATUniquee-CommerceModele-CommerceinChina’sAirlinesIndustryPassengersCostTechnologyTransactionChannelPolicyUniquee-CommerceinChina’sAiPassengersPassengers

60%passengersarebusinesstravelerspaidbygovernmentsorcompanies. Forleisuremarket,grouptourisprevalence. Nearly70%airtrafficgeneratedbyafewpopulationoffrequentflyers. Bothbusinessandleisuretravelersemphasizeonconvenienceandgoodservice(Source:CAMIC2004domesticpassengerssurvey)PassengersPassengers 60%passeCostCost

Laborcostrelatedtoissuinganddeliveringtick