电子商务与民航信息化

e-Commerce&ITinAviation

电子商务&民航信息化

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

2006.6.9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。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)

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)SUPPLIERTRADITIONALTRAVELAGENTONLINE

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。

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

“TheInternetlevelstheplayingfield.”(TomMurphyofRoyalCaribbean,2000)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Forthosereasons,“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）LowLowHighHighImpactonProductionImpactonDistributionAirlineNTO/LTOTravelAgentMeetingPlanningHotelTourOperatorCarRentalAttractionsBed&BreakfastSurfBoardRentalsRestaurantCateringAdaptedfromWerthrner(2000)p.20andSheldon(1997)p.12AdaptedfromHukill，TIM603信息技术对旅旅游行业的影影响PhilipAlford,2005LeisureTravelerBusinessTravelerTravelPortalTravelAgentsTouroperatorGDSCRSConso-LidatorWhole-salerAirlineTransferAccomm.CruiseCarHireInsuranceFerryExcursionRailOtherConsumerDistributorPrincipalAggregatorSupplierInternet旅游供应链服务提供商消费者中间商分销提供增值服务务创造更多就业业增加分销（中中间）成本割断了消费者者与服务提供供商之间的信信息交流中间商的作用用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商务应用发展展趋势PassengersurveybasedonlimitedsamplesizeResultSupplierAirlineHotelCarCruiseMarketingResearchCustomizationInventoryIntermediariesGDSTravelAgentTouroperatorOTAsAdvertisingPromotionEnduserConsumptionPackageIndividualpotentialcustomerInputinformationTravelSearchEnginesRecognizeneedSortandleveragecustomers’informationSupplierAirlineHotelCarCruiseDirection顾客驱动的商商务模式TYPEITYPEII去传统中间商商新型中间商直销/直投广广告直接服务信息集成商为顾客增加价价值AdaptedfromHukill，TIM603AirlinesOnlineTravelAgencyTravelSearchEngine两种电子商务务模式TYPEI/IISlidecourtesyofDr.Hukill航空公司的代代理顾客的代理机票代理的角角色Jul.2003Jun.2004Jan.2005Aug.2005Nov.2005Apr.2006Apr.2006Apr.2006May.2006Jun.2006与中航信合作作推出符合IATA国际际标准的ET香港地区航线线电子客票国内BSPET国际航线电子子客票（北美美）国内联程电子子客票（上航航、山航）国际联程电子子客票（国泰泰）国际B2C电电子客票首都机场自助助登机设备国外旅游分销销系统GDS电子客票新行程单（报报销凭证）启启用国航ET实实施进度国航国内ET销售量量及ET比比例从2005年年1月至2006年4月月ET销售量量增长8倍，，ET销销售份额由9%增长至至52%.ET类型ICS/BSP/B2CFromJan.2005toApr.2006BSPET比例快速增增长，B2CET只只占全部ET的0.15%.ET–电子子客票媒介的变化客票由纸制媒媒介变为电子子媒介降低客票的印印刷，储运，，管理，录入入成本初期投入增加加，在国内降降低成本有限限2007年底底完成转换B2C电电子直销（电电子商务E-commerce））渠道的变化借助因特网实实现对单个旅旅客的直销降低分销成本本，加强了航航空公司与顾顾客间的联系系初期投入增加加，在境内外外拓展直销渠渠道低成本公司比比例相对较高高，网络型公公司比例相对对较低B2C业务务是ET业业务的自然延延伸全球电子客票票发展趋势ET百百分比中国增长十分分迅猛Source:IATA实现100%ET的两大大障碍InterlineET航空公司相相互开帐金金额系系统提供商ET标准CA-------------Travelsky2000.2联盟CodeshareIETHUBMulti-to-Multi离港问题枢纽/点到点点地面代代理离离港系统支支持任何ET否是是否改FRA中国民航发展展历程重点解决“信息孤岛”和“行业标准”问题AdaptedfromBuhalis,2003民航信息化水水平以新行程单为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