电子商务与民航信息化.ppt

e-Commerce&ITinAviation电子商务&民航信息化,,2004.12.15,2005.12.11,2006.5.22,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,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),,,SUPPLIER,TRADITIONALTRAVELAGENT,ONLINETRAVELAGENT,,COMPETITIVEINTENSITY,(Basedonvolume),(Basedonreal-timeinformation),SELECTIVEBARGAININGPOWER,COLLECTIVEBARGAININGPOWER,BUYER,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.AllRightsReserved,ICTs“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）,Low,Low,High,High,ImpactonProduction,ImpactonDistribution,Airline,NTO/LTO,TravelAgent,MeetingPlanning,Hotel,TourOperator,CarRental,Attractions,Bed&Breakfast,SurfBoardRentals,Restaurant,Catering,AdaptedfromWerthrner(2000)p.20andSheldon(1997)p.12,,,AdaptedfromHukill，TIM603,信息技术对旅游行业的影响,PhilipAlford,2005,LeisureTravelerBusinessTraveler,TravelPortal,TravelAgents,Touroperator,GDSCRSConso-LidatorWhole-saler,AirlineTransferAccomm.CruiseCarHireInsuranceFerryExcursionRailOther,Consumer,Distributor,Principal,Aggregator,Supplier,,,,,,,,,,,,,Internet,旅游供应链,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,民航业电子商务应用发展趋势,顾客驱动的商务模式,TYPEI,TYPEII,,,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，TIM603,两种电子商务模式TYPEI/II,SlidecourtesyofDr.Hukill,,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,,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%.,ET类型ICS/BSP/B2C,FromJan.2005toApr.2006,BSPET比例快速增长，B2CET只占全部ET的0.15%.,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,全球电子客票发展趋势ET百分比,,中国增长十分迅猛,Source:IATA,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CodeshareIETHUBMulti-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,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,以新行程单为例,Uniquee-CommerceModel,e-CommerceinChina’sAirlinesIndustry,Passengers,Cost,Technology,Transaction,Channel,Policy,Passengers,Passengers,,60%passengersarebusinesstravelerspaidbygovernmentsorcompanies.Forleisuremarket,grouptourisprevalence.Nearly70%airtrafficgeneratedbyafewpopulationoffrequentflyers.Bothbusinessandleisuretravelersemphasizeonconvenienceandgoodservice,(Source:CAMIC2004domesticpassengerssurvey),,,,Cost,Cost,,,LaborcostrelatedtoissuinganddeliveringticketisextremelylowinChinaPhysicallaborcostismuchlowerthanintellectuallaborcost.ETinfrastructureisnotcheap.,,,ETcan’tsaveasmuchmoneyasinWesterncountries.,Technology,SingleICSandDCSMonopolybyTravelsky.AirlinesareweakatITandeCommerce.LowCostCarriersaresmallandweak.,Technology,,,,,Transaction,Transaction,,,,,,Legacystateownedbanksystemlackofprotectingconsumers’right.Creditcardusersinbigcitiesareincreasingrapidly(110Minternetusers,nearlyhalfhavebroadbandaccess.)Transactiontrust(orderedgoodswillarrive,paymentwillbemade)On-sitecommerce(friendlyconversationsbetweenthevendorandthecustomer),,,,(Source:AlevM.,VincentF.Yip,2004),DistributionChannel,,80%ofdomesticticketsaresoldbyticketagentsandtravelagencies,forinternationalmarket,therateisevenhigher.Morethan14,000registeredtravelagencies(1,400withinternationallicense),evenmoreillegaltravelagenciesinChina.Intermediaries’businessishighlyrelyonloosepersonalrelationship.,Channel,,,,,GreatpotentialforairlinestobuildtheirownB2Cdistributionchannel.,Policy,Policy,,,,,,,,,,CAACadopt“OpenSky”and“Deregulation”policyReadytoadoptnewtechnology,emphasizeoninnovation.Lackofcoordinationamongdifferentgovernmentauthorities(airportsecurity,immigration,custom,taxbureau)Institutionalcostisveryhigh.,Implication,Laborintensiveandpersonalizedservice(CallCenter)Combineonline&offlinepayment.ET&PTAirlinesdominantB2Cplatform(O)OutsourceETsolutionespeciallyforInternationalmarket.FocusonbusinessandcorporateB2Cchannel.,,,,,,,,,,,,,,,Q&A,Thankyou!胡法进hfj@,e-Commerce&ITinAviation,