曝光臺 注意防騙 網曝天貓店富美金盛家居專營店坑蒙拐騙欺詐消費者

商務旅游在總量上占主導地位
Leisure dominates online
休閑旅游在在線領域占主導地位
Business dominates traditional
商務旅游在傳統領域占主導地位
Consumer groups are researching & buying
online already
消費群體已經開始了在線搜索與購買
Europe and North America
歐洲和北美市場China in 3 years 3年后的中國市場
Leisure dominates volume
休閑旅游在總量上占主導地位
Leisure dominates online
休閑旅游在在線領域占主導地位
Business still traditional
商務旅游在傳統領域仍占主導地位
Source: AC Nielsen, December 2009; Synovate November 2008
0
10
20
30
40
50
60
70
80
Price
價格
Schedule
行程
On-timeRate
準點率
Brand
品牌
Seat Class
等級艙
Airport
Location
機場位置
Internet users make decisions across an
array of criteria
影響互聯網用戶決策的因素
Source: AC Nielsen, December 2009
Consumers consider a multitude
of factors
消費者將考慮多種因素
The presentation of important
decision criteria will be key to
securing transactions
影響消費者作出決定的重要因素是交易
達成的關鍵
Internet users find flight information from
online and traditional channels
互聯網用戶在傳統和在線渠道尋找航班信息
0
10
20
30
40
50
60
TravelSearch
旅游搜索
OTA
在線旅游代理商
AirlineWebsite
航空公司網站
GeneralSearch
通用搜索
TicketAgent
票務代理
AirlineToll-FreeNumbers
免付費預定電話
Friends
朋友
411
TraditionalAgent
傳統代理商
Source: AC Nielsen, December 2009
Online information channels 在線信息渠道
47%
32%
Consumers visit more than one site before
making a decision
消費者在決策之前訪問多家網站
4 web sites
4家網站
Source: Phocuswright, March 2009
Consumers are naturally
cautious
消費者通常非常謹慎
B2C sales are still only
about 7-10%
目前B2C銷售僅占總額的7%至10%
Sales and merchandizing
strategies are a work-inprogress
銷售和采購戰略取得進展
Internet users buy tickets from a range
of online and traditional channels
互聯網用戶從在線渠道和傳統渠道購買機票
0
10
20
30
40
50
60
70
OTA
在線旅游代理商
AirlineB2C
航空公司官網
Traditional
Agency B2C
傳統代理商
Ticket Agent
機票代理
AirlineDirect
航空公司直銷
Call Specialized
Service
電話預定服務
VisitTraditional
Agency
傳統代理商
Call Agency
Hotline
撥打代理商熱線
42%
36%
Online sales channels在線銷售渠道
Source: AC Nielsen, December 2009
Different channels provide different levels
of value and influence
不同渠道有不同的價值和影響力
#1 Ecommerce
Website
電子商務網站
#1 Search
Engine
搜索引擎
#1 OTA
在線旅游代理商
#1 Travel
Search
旅游搜索
Volume
數量5-7% 12-15% 25-30% 22-25%
Conversion
轉化率N/A 2% N/A 10%
Cost/Ticket
成本/單張票價10 Rmb 30-40 Rmb 25-30 Rmb 10-15 Rmb
Return on investment 投資回報率
Channel diversification 渠道多樣化
Customer control/direct vs indirect
消費者控制/直銷vs非直銷
Ancillary revenue streams附加收入流
Future growth potential未來增長潛力
Evaluation
criteria
評價標準
Source: Qunar.com, May 2010
Online B2C sales should contribute to
excellent growth prospects of airlines
在線B2C銷售促進了航空行業的快速增長
Source: Goldman Sachs, April 2010
Revenues expected to climb quickly
預期收入增長迅速
Passenger load factors look stable
載客量穩定
New revenue growth drivers: International,
premium, ancillary/a-la-carte, online sales
收入增長新動力：出境旅游，高端市場，增值/衍生服務，在線銷售
We already see a solid online effort by key
airlines in China
我們已經看到中國主要航空公司在在線服務方面的成就
Airline B2C sales is expected to remain
approximately 1/3 of total internet sales
航空公司B2C銷售額將占在線銷售總額1/3
0
1
2
3
4
5
6
7
8
2008 2009 2010 2011
B2C
OTA
Source: Phocuswright, March 2009
Overall volume of online direct sales
for airlines have been growing quickly
航空公司在線直銷量增長迅速
2007E 2009E 2011E
Online B2C Sales
在線B2C銷售
2-3% 7-10% 30%
Dedicated e-commerce teams
專注的電子商務團隊
Better UE, functionality and self-service tools
　
中國航空網 m.k6050.com
航空翻譯 www.aviation.cn
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