电子商务背景下大型机票分销商Z旅网商业模式研究

发布时间：2018-03-06 11:06

本文选题：电子商务　切入点：机票分销　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：在中国民航业发展的过程中,机票销售曾经有超过90%的机票是通过机票分销商来完成的,全国大小各类机票代理最高峰阶段有几万家,直接和间接从业人员超过一百万人,这种机票的分销模式在初期对于中国民航的发展起了很大的推动作用。现在飞机出行已经成为了人们主要的出行方式之一,随着电子商务的发展,电子客票使用进一步普及、电子支付手段的进一步便利,商旅服务商和航空公司直销亦进入电子化快速发展阶段。随着市场的发展,航空公司出台了更多不利于原有分销商的销售新政,大大影响了机票分销行业,使机票分销行业面临着历史性的变革。尤其是2016年7月份开始,四大航空公司宣布取消国内机票代理人的前后返政策,采用定额代理费模式,然而定额代理费的数额很难覆盖机票代理人的经营成本,业务无利可图,不少机票分销商已经选择退出了市场,留下来的企业也面临着转型问题。在这种市场形势下,Z旅网作为一家大型的机票分销商,受到机票代理新政的冲击更为剧烈,急需商业模式的转型与创新。本文在研究电子商务背景下整个机票行业代理历程与现状的基础上,利用SWOT分析法,找出了Z旅网的优势、劣势、机会与威胁,指出了Z旅网商业模式的发展方向在于:1、从政策层面看,Z旅网只有积极应对新政,利用在机票分销市场多年深耕的基础,与上游的航空公司进一步加深合作,争取其他优惠政策。2、从产品策略看,可以增加产品厚度,打造“机票+保险+酒店+订车+旅游”等不同种类的产品组合;深耕TMC服务,为二级代理商提供标准化TMC平台及全流程服务,同时继续做大自己的TMC品牌;转向发展“邮轮+旅游”等资源型的差异化产品。3、针对Z旅网平台本身聚集大量二级代理商的优势,为二级代理商提供采购环节的金融服务,发展平台供应链金融服务。依据Z旅网商业模式转型对未来成效进行了预测,结论是大型的机票分销商在结合原有资源和渠道优势基础上,可以通过商业模式创新,向综合性商旅服务商进行转型,增加立体性收入,达到企业的收益增加,实现企业的可持续发展。
[Abstract]:In the course of the development of China's civil aviation industry, more than 90% air tickets were sold through air ticket distributors. There were tens of thousands of ticket agents of various sizes and sizes in the country at the peak stage, with more than 1 million direct and indirect employees. This kind of air ticket distribution mode played a very important role in the development of civil aviation in China at the beginning of the year. Now air travel has become one of the main travel modes, and with the development of electronic commerce, the use of electronic passenger ticket has become more and more popular. With the further convenience of electronic means of payment, business travel service providers and direct sales of airlines have also entered the stage of rapid electronic development. With the development of the market, airlines have issued more new policies on sales that are not conducive to the original distributors. This has greatly affected the air ticket distribution industry and made the air ticket distribution industry face historic changes. Especially since July 2016, the four major airlines have announced that they will cancel the return policy of domestic air ticket agents and adopt the fixed agency model. However, the amount of the fixed agency fee is very difficult to cover the operating cost of the air ticket agent, and the business is not profitable. Many air ticket distributors have already opted out of the market. The remaining enterprises are also facing the problem of transformation. In this market situation, as a large airline ticket distributor, the impact of the New deal on ticket agents is even more acute. On the basis of studying the history and present situation of the whole air ticket industry agent under the background of electronic commerce, this paper finds out the advantages, disadvantages, opportunities and threats of Z travel network by using SWOT analysis method. It is pointed out that the development direction of Z travel network business model is: 1. At the policy level, Z travel network can only actively respond to the New deal, take advantage of the foundation of deep cultivation in the air ticket distribution market for many years, and further deepen cooperation with the upstream airlines. Strive for other preferential policies. 2, from the product strategy point of view, can increase product thickness, create "ticket insurance hotel booking travel" and other different product combinations; deep ploughing TMC services, Provide standardized TMC platform and whole process service for the secondary agents, and continue to expand their own TMC brand; Turning to the development of "cruise tourism" and other resource-based differentiated products .3. aiming at the advantages of the Z travel network platform itself gathering a large number of secondary agents to provide financial services in purchasing links for second-level agents, The development of platform supply chain financial services. According to Z travel network business model transformation to predict the future results, the conclusion is that large air ticket distributors in combination with the original resources and channel advantages, through the business model innovation, Transforming to comprehensive business travel service provider, increasing stereoscopic income, increasing the income of enterprise and realizing the sustainable development of enterprise.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F562

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