电子商务与民航信息化(ppt 36)

来自www.cnshu.cn中国最大的资料库下载e-Commerce&ITinAviation电子商务&民航信息化来自www.cnshu.cn中国最大的资料库下载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来自www.cnshu.cn中国最大的资料库下载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。来自www.cnshu.cn中国最大的资料库下载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)来自www.cnshu.cn中国最大的资料库下载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a.Bymakingtheoverallindustrymoreefficient,theinternetcanexpandthesizeofthemarket.b.Theproliferationofinternetapproachescreatesnewsubstitutionthreats.a.Eliminatespowerfulchannelsorimprovesbargainingpowerovertraditionalchannels.b.Shiftsbargainingpowertoendconsumers.c.Reducesswitchingcosts.a.Reducesdifferencesamongcompetitorsasofferingsaredifficulttokeepproprietary.b.Migratescompetitiontoprice.c.Widensthegeographicmarket,increasingthenumberofcompetitorsd.Lowersvariablecostrelativetofixedcost,increasingpressuresforpricediscounting.a.Reducesbarrierstoentryastheneedforasalesforce,accesstochannels,andphysicalassets–anythingthatinternettechnologyeliminatesormakeseasiertodoreducesbarrierstoentry.b.Internetapplicationsaredifficulttokeepproprietaryformnewentrants.c.Afloodofnewentrantshascomeintomanyindustries.a.Procurementusingtheinternettendstoraisebargainingpoweroversuppliers,thoughitcanalsogivesuppliersaccesstomorecustomers.b.Theinternetprovidesachannelforsupplierstoreachendusers,reducingtheleverageofinterveningcompanies.c.Internetprocurementanddigitalmarketstendtogiveallcompaniesequalaccesstosuppliers,andgravitateprocurementtostandardizedproductsthatreducedifferentiation.d.Reducedbarrierstoentryandtheproliferationofcompetitorsdownstreamshiftspowertosuppliers.HowtheInternetInfluencesIndustryStructure(Porter,Michael2001)来自www.cnshu.cn中国最大的资料库下载SUPPLIERTRADITIONALTRAVELAGENTONLINETRAVELAGENTCOMPETITIVEINTENSITY(Basedonvolume)(Basedonreal-timeinformation)SELECTIVEBARGAININGPOWERCOLLECTIVEBARGAININGPOWERBUYER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。来自www.cnshu.cn中国最大的资料库下载“Internettendstoweakenindustryprofitabilitywithoutprovidingproprietaryoperationaladvantage.ThetimehascometoseetheInternetforwhatitis:anenablingtechnology.Thekeyquestionisnotwhethertodeployinternettechnology–companieshavenochoiceiftheywanttostaycompetitive–buthowtodeployit.Theinternet’sgreatimpacthasbeentoenablethereconfigurationofexistingindustriesthathadbeenconstrainedbyhighcostsforcommunicating,gatheringinformation,oraccomplishingtransactions.(Porter,2001)“TheInternetlevelstheplayingfield.”(TomMurphyofRoyalCaribbean,2000)来自www.cnshu.cn中国最大的资料库下载不要忘记！！航空业是基于服务的行业。电子商务的最终目的：降低成本提高服务来自www.cnshu.cn中国最大的资料库下载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来自www.cnshu.cn中国最大的资料库下载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）来自www.cnshu.cn中国最大的资料库下载LowLowHighHighImpactonProductionImpactonDistributionAirlineNTO/LTOTravelAgentMeetingPlanningHotelTourOperatorCarRentalAttractionsBed&BreakfastSurfBoardRentalsRestaurantCateringAdaptedfromWerthrner(2000)p.20andSheldon(1997)p.12AdaptedfromHukill，TIM603信息技术对旅游行业的影响来自www.cnshu.cn中国最大的资料库下载PhilipAlford,2005LeisureTravelerBusinessTravelerTravelPortalTravelAgentsTouroperatorGDSCRSConso-LidatorWhole-salerAirlineTransferAccomm.CruiseCarHireInsuranceFerryExcursionRailOtherConsumerDistributorPrincipalAggregatorSupplierInternet旅游供应链来自www.cnshu.cn中国最大的资料库下载服务提供商消费者中间商•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来自www.cnshu.cn中国最大的资料库下载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务应用发展趋势来自www.cnshu.cn中国最大的资料库下载PassengersurveybasedonlimitedsamplesizeResultSupplierAirlineHotelCarCruiseMarketingResearchCustomizationInventoryIntermediariesGDSTravelAgentTouroperatorOTAsAdvertisingPromotionEnduserConsumptionPackageIndividualpotentialcustomerInputinformationTravelSearchEnginesRecognizeneedSortandleveragecustomers’informationSupplierAirlineHotelCarCruiseDirection顾客驱动的商务模式来自www.cnshu.cn中国最大的资料库下载TYPEITYPEII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，TIM603AirlinesOnlineTravelAgencyTravelSearchEngine两种电子商务模式TYPEI/II来自www.cnshu.cn中国最大的资料库下载ValueofNetworkActivityTYPEIITYPEI1997200020052010$1.51.00.50.30.110%25%40%Source:EstimatesBasedonForresterResearchIndicators,2004($USTrillion)SlidecourtesyofDr.Hukill来自www.cnshu.cn中国最大的资料库下载航空公司的代理顾客的代理机票代理的角色来自www.cnshu.cn中国最大的资料库下载Jul.2003Jun.2004Jan.2005Aug.2005