民航信息化和電子商務(wù)概論分析

民航信息化和電子商務(wù)概論分析2004.12.152005.12.112006.5.22新聞回放

2006.6.9簡(jiǎn)化商務(wù)電子客票自助登機(jī)二維條碼無(wú)線射頻識(shí)別電子貨運(yùn)國(guó)際航空運(yùn)輸協(xié)會(huì)“簡(jiǎn)化商務(wù)”目標(biāo)中國(guó)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(jìng)爭(zhēng)者替代產(chǎn)品和服務(wù)行業(yè)壁壘上游供應(yīng)商議價(jià)能力消費(fèi)者和分銷渠道的議價(jià)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(jià)能力的轉(zhuǎn)移不透明完全透明“價(jià)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?。『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)McGraw-Hill/Irwin?2003.TheMcGraw-HillCompanies.AllRightsReservedInternetImpactICTs“ishavingthegreatestimpactonthemarketing&distributionfunctions,whileleavingotherswhichneedmorehumancontactrelativelyuntouched.”信息技術(shù)對(duì)服務(wù)營(yíng)銷和分銷將產(chǎn)生強(qiáng)烈沖擊。

(Poon1993,quotedbyO’Connor,1999)

顧客消費(fèi)的五個(gè)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(jì)算機(jī)處理系統(tǒng)，并最早把分銷系統(tǒng)推向國(guó)際市場(chǎng)。(Fitzgerald,2000)航空產(chǎn)品的特點(diǎn)

空間有限（相同的機(jī)艙，有限的餐飲和娛樂(lè)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(diǎn)位移到B點(diǎn)）LowLowHighHighImpactonProductionImpactonDistributionAirlineNTO/LTOTravel

AgentMeetingPlanningHotelTour

OperatorCarRentalAttractionsBed&BreakfastSurfBoard

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

信息技術(shù)對(duì)旅游行業(yè)的影響PhilipAlford,2005LeisureTravelerBusinessTravelerTravelPortalTravelAgentsTouroperatorGDSCRSConso-LidatorWhole-salerAirlineTransferAccomm.CruiseCarHireInsuranceFerryExcursionRailOtherConsumerDistributorPrincipalAggregatorSupplierInternet旅游供應(yīng)鏈服務(wù)提供商消費(fèi)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(fèi)者與服務(wù)提供商之間的信息交流中間商的作用60’70’ElectricTypewriterComputerReservationSystem80’GlobalDistributionSystemHotelsCarsCruises90’OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines

最新技術(shù)開放架構(gòu)60’70’ElectricTypewriterComputerReservationSystem80’GlobalDistributionSystemHotelsCarsCruises90’OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines

全自動(dòng)民航業(yè)電子商務(wù)應(yīng)用發(fā)展趨勢(shì)PassengersurveybasedonlimitedsamplesizeResultSupplierAirlineHotelCarCruiseMarketingResearchCustomizationInventoryIntermediariesGDSTravelAgentTouroperatorOTAsAdvertisingPromotionEnduserConsumptionPackageIndividualpotentialcustomerInputinformationTravelSearchEnginesRecognizeneedSortandleveragecustomers’informationSupplierAirlineHotelCarCruiseDirection顧客驅(qū)動(dòng)的商務(wù)模式TYPEITYPEII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(jià)值A(chǔ)daptedfromHukill，TIM603

AirlinesOnlineTravelAgencyTravelSearchEngine兩種電子商務(wù)模式TYPEI/IISlidecourtesyofDr.Hukill航空公司的代理顧客的代理機(jī)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(guó)際標(biāo)準(zhǔn)的ET香港地區(qū)航線電子客票國(guó)內(nèi)BSPET國(guó)際航線電子客票（北美）國(guó)內(nèi)聯(lián)程電子客票（上航、山航）國(guó)際聯(lián)程電子客票（國(guó)泰）國(guó)際B2C電子客票首都機(jī)場(chǎng)自助登機(jī)設(shè)備國(guó)外旅游分銷系統(tǒng)GDS電子客票新行程單（報(bào)銷憑證）啟用國(guó)航ET實(shí)施進(jìn)度國(guó)航國(guó)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(zhǎng)8倍，ET銷售份額由9%增長(zhǎng)至52%.ET類型ICS/BSP/B2CFromJan.2005toApr.2006BSPET比例快速增長(zhǎng)，B2CET只占全部ET的0.15%.

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∷?，?chǔ)運(yùn)，管理，錄入成本初期投入增加，在國(guó)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(shí)現(xiàn)對(duì)單個(gè)旅客的直銷降低分銷成本，加強(qiáng)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(duì)較高，網(wǎng)絡(luò)型公司比例相對(duì)較低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(shì)ET百分比中國(guó)增長(zhǎng)十分迅猛Source:IATA實(shí)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(biāo)準(zhǔn)

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

聯(lián)盟

Codeshare

IETHUB Multi-to-Multi離港問(wèn)題

樞紐/點(diǎn)到點(diǎn)地面代理離港系統(tǒng)支持任何ET否是否改

FRA中國(guó)民航發(fā)展歷程重點(diǎn)解決“信息孤島”和“行業(yè)標(biāo)準(zhǔn)”問(wèn)題AdaptedfromBuhalis,2003民航信息化水平以新行程單為例銷售乘機(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(bào)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’sAirlinesIndustryPassengersCostTechnologyTransactionChannelPolicyPassengersPassengers

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

LaborcostrelatedtoissuinganddeliveringticketisextremelylowinChina

Physicallaborcostismuchlowerthanintellectuallaborcost.

ETinfrastructureisnotcheap.

ETcan’tsaveasmuchmoneyasinWesterncountries.Technology

SingleICSandDCS MonopolybyTravelsky.

AirlinesareweakatITandeCommerce.

LowCostCarriersaresmallandweak.TechnologyTransactionTransaction

Legacystateownedbanksystemlackofprotectingconsumers’right.

Creditcardusersinbigcitiesareincreasingrapidly(110Minternetusers,nearlyhalfhavebroadbandaccess.)

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

80%ofdomesticticketsaresoldbyticketagentsandtravelagencies,forinternationalmarket,therateisevenhigher.

Moret