民航信息化和電子商務(wù)概論分析課件

e-Commerce&ITinAviation

電子商務(wù)&民航信息化

e-Commerce&ITinAviation

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

2006.6.92004.12.152005.12.112006.5.22新簡化商務(wù)電子客票自助登機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)”目標中國BSP將于今年10月16日停發(fā)紙質(zhì)機票。簡化商務(wù)電子客票國際航空運輸協(xié)會“簡化商務(wù)”目標中國BSP將電子商務(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)

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)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)商消費者和分銷渠道BSUPPLIERTRADITIONALTRAVELAGENTONLINE

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)。SUPPLIERTRADITIONALONLINE

TRA

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

“TheInternetlevelstheplayingfield.”(TomMurphyofRoyalCaribbean,2000)“Internettendstoweakeni不要忘記?。『娇諛I(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)不要忘記??！航空業(yè)是基于服務(wù)的行業(yè)。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)生強烈沖擊。

(Poon1993,quotedbyO’Connor,1999)

顧客消費的五個步驟McGraw-Hill/Irwin?2003.TheMcForthosereasons,“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)標準預(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）Forthosereasons,“airlineswLowLowHighHighImpactonProductionImpactonDistributionAirlineNTO/LTOTravel

AgentMeetingPlanningHotelTour

OperatorCarRentalAttractionsBed&BreakfastSurfBoard

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

信息技術(shù)對旅游行業(yè)的影響LowLowHighHighImpactonProducPhilipAlford,2005LeisureTravelerBusinessTravelerTravelPortalTravelAgentsTouroperatorGDSCRSConso-LidatorWhole-salerAirlineTransferAccomm.CruiseCarHireInsuranceFerryExcursionRailOtherConsumerDistributorPrincipalAggregatorSupplierInternet旅游供應(yīng)鏈PhilipAlford,2005LeisureTrav服務(wù)提供商消費者中間商分銷提供增值服務(wù)創(chuàng)造更多就業(yè)增加分銷（中間）成本割斷了消費者與服務(wù)提供商之間的信息交流中間商的作用服務(wù)消費者中間商分銷中間商的作用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)電子商務(wù)應(yīng)用發(fā)展趨勢60’70’ElectricTypewriterCompuPassengersurveybasedonlimitedsamplesizeResultSupplierAirlineHotelCarCruiseMarketingResearchCustomizationInventoryIntermediariesGDSTravelAgentTouroperatorOTAsAdvertisingPromotionEnduserConsumptionPackageIndividualpotentialcustomerInputinformationTravelSearchEnginesRecognizeneedSortandleveragecustomers’informationSupplierAirlineHotelCarCruiseDirection顧客驅(qū)動的商務(wù)模式PassengerResultSupplierMarketiTYPEITYPEII去傳統(tǒng)中間商新型中間商直銷/直投廣告直接服務(wù)信息集成商為顧客增加價值A(chǔ)daptedfromHukill，TIM603

AirlinesOnlineTravelAgencyTravelSearchEngine兩種電子商務(wù)模式TYPEI/IITYPEITYPEII去傳統(tǒng)中間商新型中間商直銷/直投廣SlidecourtesyofDr.HukillSlidecourtesyofDr.Hukill航空公司的代理顧客的代理機票代理的角色航空公司的代理顧客的代理機票代理的角色Jul.2003Jun.2004Jan.2005Aug.2005Nov.2005Apr.2006Apr.2006Apr.2006May.2006Jun.2006與中航信合作推出符合IATA國際標準的ET香港地區(qū)航線電子客票國內(nèi)BSPET國際航線電子客票（北美）國內(nèi)聯(lián)程電子客票（上航、山航）國際聯(lián)程電子客票（國泰）國際B2C電子客票首都機場自助登機設(shè)備國外旅游分銷系統(tǒng)GDS電子客票新行程單（報銷憑證）啟用國航ET實施進度Jul.2003與中航信合作推出符合IATA國際標準國航國航國內(nèi)ET銷售量及ET比例從2005年1月至2006年4月ET銷售量增長8倍，ET銷售份額由9%增長至52%.國航國內(nèi)ET銷售量及ET比例從2005年1月至200ET類型ICS/BSP/B2CFromJan.2005toApr.2006BSPET比例快速增長，B2CET只占全部ET的0.15%.

ET類型ICS/BSP/B2CFromJan.ET–電子客票媒介的變化客票由紙制媒介變?yōu)殡娮用浇榻档涂推钡挠∷?，儲運，管理，錄入成本初期投入增加，在國內(nèi)降低成本有限2007年底完成轉(zhuǎn)換B2C電子直銷（電子商務(wù)E-commerce）渠道的變化借助因特網(wǎng)實現(xiàn)對單個旅客的直銷降低分銷成本，加強了航空公司與顧客間的聯(lián)系初期投入增加，在境內(nèi)外拓展直銷渠道低成本公司比例相對較高，網(wǎng)絡(luò)型公司比例相對較低B2C業(yè)務(wù)是ET業(yè)務(wù)的自然延伸ET–電子客票B2C業(yè)務(wù)是ET業(yè)務(wù)的自然延伸全球電子客票發(fā)展趨勢ET百分比中國增長十分迅猛Source:IATA全球電子客票發(fā)展趨勢ET百分比中國增長十分迅猛Sour實現(xiàn)100%ET的兩大障礙InterlineET

航空公司相互開帳金額系統(tǒng)提供商ET標準

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

聯(lián)盟

Codeshare

IETHUB Multi-to-Multi離港問題

樞紐/點到點地面代理離港系統(tǒng)支持任何ET否是否改

FRA實現(xiàn)100%ET的兩大障礙InterlineET中國民航發(fā)展歷程中國民航發(fā)展歷程重點解決“信息孤島”和“行業(yè)標準”問題AdaptedfromBuhalis,2003民航信息化水平重點解決“信息孤島”和“行業(yè)標準”問題Adaptedfro以新行程單為例銷售乘機結(jié)算電子化傳統(tǒng)ET業(yè)務(wù)流程IATA已確立標準報銷新行程單（紙）特殊ET業(yè)務(wù)流程稅務(wù)總局發(fā)票管理規(guī)定以新行程單為例銷售乘機結(jié)算電子化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

電子商務(wù)&民航信息化

e-Commerce&ITinAviation

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

2006.6.92004.12.152005.12.112006.5.22新簡化商務(wù)電子客票自助登機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)”目標中國BSP將于今年10月16日停發(fā)紙質(zhì)機票。簡化商務(wù)電子客票國際航空運輸協(xié)會“簡化商務(wù)”目標中國BSP將電子商務(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)

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)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)商消費者和分銷渠道BSUPPLIERTRADITIONALTRAVELAGENTONLINE

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)。SUPPLIERTRADITIONALONLINE

TRA

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

“TheInternetlevelstheplayingfield.”(TomMurphyofRoyalCaribbean,2000)“Internettendstoweakeni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)不要忘記??！航空業(yè)是基于服務(wù)的行業(yè)。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)生強烈沖擊。

(Poon1993,quotedbyO’Connor,1999)

顧客消費的五個步驟McGraw-Hill/Irwin?2003.TheMcForthosereasons,“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)標準預(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）Forthosereasons,“airlineswLowLowHighHighImpactonProductionImpactonDistributionAirlineNTO/LTOTravel

AgentMeetingPlanningHotelTour

OperatorCarRentalAttractionsBed&BreakfastSurfBoard

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

信息技術(shù)對旅游行業(yè)的影響LowLowHighHighImpactonProducPhilipAlford,2005LeisureTravelerBusinessTravelerTravelPortalTravelAgentsTouroperatorGDSCRSConso-LidatorWhole-salerAirlineTransferAccomm.CruiseCarHireInsuranceFerryExcursionRailOtherConsumerDistributorPrincipalAggregatorSupplierInternet旅游供應(yīng)鏈PhilipAlford,2005LeisureTrav服務(wù)提供商消費者中間商分銷提供增值服務(wù)創(chuàng)造更多就業(yè)增加分銷（中間）成本割斷了消費者與服務(wù)提供商之間的信息交流中間商的作用服務(wù)消費者中間商分銷中間商的作用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)電子商務(wù)應(yīng)用發(fā)展趨勢60’70’ElectricTypewriterCompuPassengersurveybasedonlimitedsamplesizeResultSupplierAirlineHotelCarCruiseMarketingResearchCustomizationInventoryIntermediariesGDSTravelAgentTouroperatorOTAsAdvertisingPromotionEnduserConsumptionPackageIndividualpotentialcustomerInputinformationTravelSearchEnginesRecognizeneedSortandleveragecustomers’informationSupplierAirlineHotelCarCruiseDirection顧客驅(qū)動的商務(wù)模式PassengerResultSupplierMarketiTYPEITYPEII去傳統(tǒng)中間商新型中間商直銷/直投廣告直接服務(wù)信息集成商為顧客增加價值A(chǔ)daptedfromHukill，TIM603

AirlinesOnlineTravelAgencyTravelSearchEngine兩種電子商務(wù)模式TYPEI/IITYPEITYPEII去傳統(tǒng)中間商新型中間商直銷/直投廣SlidecourtesyofDr.HukillSlidecourtesyofDr.Hukill航空公司的代理顧客的代理機票代理的角色航空公司的代理顧客的代理機票代理的角色Jul.2003Jun.2004Jan.2005Aug.2005Nov.2005Apr.2006Apr.2006Apr.2006May.2006Jun.2006與中航信合作推出符合IATA國際標準的ET香港地區(qū)航線電子客票國內(nèi)BSPET國際航線電子客票（北美）國內(nèi)聯(lián)程電子客票（上航、山航）國際聯(lián)程電子客票（國泰）國際B2C電子客票首都機場自助登機設(shè)備國外旅游分銷系統(tǒng)GDS電子客票新行程單（報銷憑證）啟用國航ET實施進度Jul.2003與中航信合作推出符合IATA國際標準國航國航國內(nèi)ET銷售量及ET比例從2005年1月至2006年4月ET銷售量增長8倍，ET銷售份額由9%增長至52%.國航國內(nèi)ET銷售量及ET比例從2005年1月至200ET類型ICS/BSP/B2CFromJan.2005toApr.2006BSPET比例快速增長，B2CET只占全部ET的0.15%.

ET類型ICS/BSP/B2CFromJan.ET–電子客票媒介的變化客票由紙制媒介變?yōu)殡娮用浇榻档涂推钡挠∷?，儲運，管理，錄入成本初期投入增加，在國內(nèi)降低成本有限2007年底完成轉(zhuǎn)換B2C電子直銷（電子商務(wù)E-commerce）渠道的變化借助因特網(wǎng)實現(xiàn)對單個旅客的直銷降低分銷成本，加強了航空公司與顧客間的聯(lián)系初期投入增加，在境內(nèi)外拓展直銷渠道低成本公司比例相對較高，網(wǎng)絡(luò)型公司比例相對較低B2C業(yè)務(wù)是ET業(yè)務(wù)的自然延伸ET–電子客票B2C業(yè)務(wù)是ET業(yè)務(wù)的自然延伸全球電子客票發(fā)展趨勢ET百分比中國增長十分迅猛Source:IATA全球電子客票發(fā)展趨勢ET百分比中國增長十分迅猛Sour實現(xiàn)100%ET的兩大障礙InterlineET

航空公司相互開帳金額系統(tǒng)提供商ET標準

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

聯(lián)盟

Codeshare

IETHUB Multi-to-Multi離港問題

樞紐/點到點地面代理離港系統(tǒng)支持任何ET否是否改

FRA實現(xiàn)100%ET的兩大障礙InterlineET中國民航發(fā)展歷程中國民航發(fā)展歷程重點解決“信息孤島”和“行業(yè)標準”問題AdaptedfromBuhalis,2003民航信息化水平重點解決“信息孤島”和“行業(yè)標準”問題Adaptedfro以新行程單為例銷售乘機結(jié)算電子化傳統(tǒng)ET業(yè)務(wù)流程IATA已確立標準報銷新行程單（紙）特殊ET業(yè)務(wù)流程稅務(wù)總局發(fā)票管理規(guī)定以新行程單為例銷售乘機結(jié)算電子化IATUniquee-CommerceModele-CommerceinChina’sAirlinesIndustryPassengersCostTechnologyTransactionChannelPolicyUniquee-CommerceinChina’sAiPassengersPassengers

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

Laborcostrelatedtoissuinganddeliveringtick