e-Commerce&ITinAviation

電子商務&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會“簡化商務”目標中國BSP將于今年10月16日停發紙質機票。簡化商務電子客票國際航空運輸協會“簡化商務”目標中國BSP將電子商務是航空業的救命稻草！電子商務是航空業的救命稻草？電子商務=（eCommerce+eBusiness)

電子商務是航空業的救命稻草！電子商務是航空業的救命稻草？電子同業競爭者替代產品和服務行業壁壘上游供應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)同業競爭者替代產品和服務行業壁壘上游供應商消費者和分銷渠道BSUPPLIERTRADITIONALTRAVELAGENTONLINE

TRAVELAGENTCOMPETITIVEINTENSITY(Basedonvolume)(Basedonreal-timeinformation)SELECTIVEBARGAININGPOWERCOLLECTIVE

BARGAININGPOWERBUYER議價能力的轉移不透明完全透明“價格”是互聯網上最容易被傳遞和比較的參數。SUPPLIERTRADITIONALONLINE

TRA

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

“TheInternetlevelstheplayingfield.”(TomMurphyofRoyalCaribbean,2000)“Internettendstoweakeni不要忘記！！航空業是基于服務的行業。電子商務的最終目的：降低成本提高服務不要忘記！！航空業是基于服務的行業。McGraw-Hill/Irwin?2003.TheMcGraw-HillCompanies.AllRightsReservedInternetImpactICTs“ishavingthegreatestimpactonthemarketing&distributionfunctions,whileleavingotherswhichneedmorehumancontactrelativelyuntouched.”信息技術對服務營銷和分銷將產生強烈沖擊。

(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，航空業在世界上最先開發出大規模計算機處理系統，并最早把分銷系統推向國際市場。(Fitzgerald,2000)航空產品的特點

空間有限（相同的機艙，有限的餐飲和娛樂設施，有限的客艙服務人員）服務標準預定（高度管制的行業）核心業務同質（從A點位移到B點）Forthosereasons,“airlineswLowLowHighHighImpactonProductionImpactonDistributionAirlineNTO/LTOTravel

AgentMeetingPlanningHotelTour

OperatorCarRentalAttractionsBed&BreakfastSurfBoard

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

信息技術對旅游行業的影響LowLowHighHighImpactonProducPhilipAlford,2005LeisureTravelerBusinessTravelerTravelPortalTravelAgentsTouroperatorGDSCRSConso-LidatorWhole-salerAirlineTransferAccomm.CruiseCarHireInsuranceFerryExcursionRailOtherConsumerDistributorPrincipalAggregatorSupplierInternet旅游供應鏈PhilipAlford,2005LeisureTrav服務提供商消費者中間商分銷提供增值服務創造更多就業增加分銷（中間）成本割斷了消費者與服務提供商之間的信息交流中間商的作用服務消費者中間商分銷中間商的作用60’70’ElectricTypewriterComputerReservationSystem80’GlobalDistributionSystemHotelsCarsCruises90’OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines

最新技術開放架構60’70’ElectricTypewriterComputerReservationSystem80’GlobalDistributionSystemHotelsCarsCruises90’OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines

全自動民航業電子商務應用發展趨勢60’70’ElectricTypewriterCompuPassengersurveybasedonlimitedsamplesizeResultSupplierAirlineHotelCarCruiseMarketingResearchCustomizationInventoryIntermediariesGDSTravelAgentTouroperatorOTAsAdvertisingPromotionEnduserConsumptionPackageIndividualpotentialcustomerInputinformationTravelSearchEnginesRecognizeneedSortandleveragecustomers’informationSupplierAirlineHotelCarCruiseDirection顧客驅動的商務模式PassengerResultSupplierMarketiTYPEITYPEII去傳統中間商新型中間商直銷/直投廣告直接服務信息集成商為顧客增加價值AdaptedfromHukill，TIM603

AirlinesOnlineTravelAgencyTravelSearchEngine兩種電子商務模式TYPEI/IITYPEITYPEII去傳統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香港地區航線電子客票國內BSPET國際航線電子客票（北美）國內聯程電子客票（上航、山航）國際聯程電子客票（國泰）國際B2C電子客票首都機場自助登機設備國外旅游分銷系統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為電子媒介降低客票的印刷，儲運，管理，錄入成本初期投入增加，在國內降低成本有限2007年底完成轉換B2C電子直銷（電子商務E-commerce）渠道的變化借助因特網實現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系初期投入增加，在境內外拓展直銷渠道低成本公司比例相對較高，網絡型公司比例相對較低B2C業務是ET業務的自然延伸ET–電子客票B2C業務是ET業務的自然延伸全球電子客票發展趨勢ET百分比中國增長十分迅猛Source:IATA全球電子客票發展趨勢ET百分比中國增長十分迅猛Sour實現100%ET的兩大障礙InterlineET

航空公司相互開帳金額系統提供商ET標準

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

聯盟

Codeshare

IETHUB Multi-to-Multi離港問題

樞紐/點到點地面代理離港系統支持任何ET否是否改

FRA實現100%ET的兩大障礙InterlineET中國民航發展歷程中國民航發展歷程重點解決“信息孤島”和“行業標準”問題AdaptedfromBuhalis,2003民航信息化水平重點解決“信息孤島”和“行業標準”問題Adaptedfro以新行程單為例銷售乘機結算電子化傳統ET業務流程IATA已確立標準報銷新行程單（紙）特殊ET業務流程稅務總局發票管理規定以新行程單為例銷售乘機結算電子化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&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會“簡化商務”目標中國BSP將于今年10月16日停發紙質機票。簡化商務電子客票國際航空運輸協會“簡化商務”目標中國BSP將電子商務是航空業的救命稻草！電子商務是航空業的救命稻草？電子商務=（eCommerce+eBusiness)

電子商務是航空業的救命稻草！電子商務是航空業的救命稻草？電子同業競爭者替代產品和服務行業壁壘上游供應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)同業競爭者替代產品和服務行業壁壘上游供應商消費者和分銷渠道BSUPPLIERTRADITIONALTRAVELAGENTONLINE

TRAVELAGENTCOMPETITIVEINTENSITY(Basedonvolume)(Basedonreal-timeinformation)SELECTIVEBARGAININGPOWERCOLLECTIVE

BARGAININGPOWERBUYER議價能力的轉移不透明完全透明“價格”是互聯網上最容易被傳遞和比較的參數。SUPPLIERTRADITIONALONLINE

TRA

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

“TheInternetlevelstheplayingfield.”(TomMurphyofRoyalCaribbean,2000)“Internettendstoweakeni不要忘記！！航空業是基于服務的行業。電子商務的最終目的：降低成本提高服務不要忘記！！航空業是基于服務的行業。McGraw-Hill/Irwin?2003.TheMcGraw-HillCompanies.AllRightsReservedInternetImpactICTs“ishavingthegreatestimpactonthemarketing&distributionfunctions,whileleavingotherswhichneedmorehumancontactrelativelyuntouched.”信息技術對服務營銷和分銷將產生強烈沖擊。

(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，航空業在世界上最先開發出大規模計算機處理系統，并最早把分銷系統推向國際市場。(Fitzgerald,2000)航空產品的特點

空間有限（相同的機艙，有限的餐飲和娛樂設施，有限的客艙服務人員）服務標準預定（高度管制的行業）核心業務同質（從A點位移到B點）Forthosereasons,“airlineswLowLowHighHighImpactonProductionImpactonDistributionAirlineNTO/LTOTravel

AgentMeetingPlanningHotelTour

OperatorCarRentalAttractionsBed&BreakfastSurfBoard

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

信息技術對旅游行業的影響LowLowHighHighImpactonProducPhilipAlford,2005LeisureTravelerBusinessTravelerTravelPortalTravelAgentsTouroperatorGDSCRSConso-LidatorWhole-salerAirlineTransferAccomm.CruiseCarHireInsuranceFerryExcursionRailOtherConsumerDistributorPrincipalAggregatorSupplierInternet旅游供應鏈PhilipAlford,2005LeisureTrav服務提供商消費者中間商分銷提供增值服務創造更多就業增加分銷（中間）成本割斷了消費者與服務提供商之間的信息交流中間商的作用服務消費者中間商分銷中間商的作用60’70’ElectricTypewriterComputerReservationSystem80’GlobalDistributionSystemHotelsCarsCruises90’OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines

最新技術開放架構60’70’ElectricTypewriterComputerReservationSystem80’GlobalDistributionSystemHotelsCarsCruises90’OnlineTravelAgenciesDynamicpackageCorporation2000TravelSearchEngines

全自動民航業電子商務應用發展趨勢60’70’ElectricTypewriterCompuPassengersurveybasedonlimitedsamplesizeResultSupplierAirlineHotelCarCruiseMarketingResearchCustomizationInventoryIntermediariesGDSTravelAgentTouroperatorOTAsAdvertisingPromotionEnduserConsumptionPackageIndividualpotentialcustomerInputinformationTravelSearchEnginesRecognizeneedSortandleveragecustomers’informationSupplierAirlineHotelCarCruiseDirection顧客驅動的商務模式PassengerResultSupplierMarketiTYPEITYPEII去傳統中間商新型中間商直銷/直投廣告直接服務信息集成商為顧客增加價值AdaptedfromHukill，TIM603

AirlinesOnlineTravelAgencyTravelSearchEngine兩種電子商務模式TYPEI/IITYPEITYPEII去傳統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香港地區航線電子客票國內BSPET國際航線電子客票（北美）國內聯程電子客票（上航、山航）國際聯程電子客票（國泰）國際B2C電子客票首都機場自助登機設備國外旅游分銷系統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為電子媒介降低客票的印刷，儲運，管理，錄入成本初期投入增加，在國內降低成本有限2007年底完成轉換B2C電子直銷（電子商務E-commerce）渠道的變化借助因特網實現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系初期投入增加，在境內外拓展直銷渠道低成本公司比例相對較高，網絡型公司比例相對較低B2C業務是ET業務的自然延伸ET–電子客票B2C業務是ET業務的自然延伸全球電子客票發展趨勢ET百分比中國增長十分迅猛Source:IATA全球電子客票發展趨勢ET百分比中國增長十分迅猛Sour實現100%ET的兩大障礙InterlineET

航空公司相互開帳金額系統提供商ET標準

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

聯盟

Codeshare

IETHUB Multi-to-Multi離港問題

樞紐/點到點地面代理離港系統支持任何ET否是否改

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

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

Laborcostrelatedtoissuinganddeliveringtick