本文是电子商务专业的留学生Essay范例，题目是“E-commerce travel industry（电商旅游行业）”。根据 Keith Blois (2003) 的说法，近年来，越来越多的企业在营销工作中使用互联网。 互联网是独一无二的，因为它既是市场又是媒介。 这意味着它可以通过充当买卖双方相互访问的计算机中介市场，以及作为执行和执行营销、销售和分销等业务功能的媒介，有效地承担多渠道角色。
According to Keith Blois, (2003), in recent years, increasing numbers of businesses have been using the Internet in their marketing efforts. The Internet is unique because it is both a market and a medium. This means that it can efficiently assume a multi-channel role by serving as a computer-mediated market in which buyers and sellers access each other, and as a medium to conduct and execute business functions such as marketing, sales, and distribution.
Many e-commerce principles were pioneered by the travel industry. These include the first business-to-business electronic information exchange and industry-wide electronic marketplace. This environment provided unprecedented opportunity for operations research (OR) modeling. Travel companies continue to derive billions of dollars annually from these and derivative models. The availability of reliable, low-cost communications via the Internet is not only providing new modeling challenges within the travel industry, but it is also providing similar opportunities in other industries [1]. Tourism industry is one of the most competitive industries within the economic environment. Within industry’s boundaries actors have more or less recently and with significantly different patterns of action undertaken efforts to achieve an integration of the internet platform and its applications. In this section, we explore the effects of electronic commerce and its potential for competitive advantage for airline industry by using Michael Porter’s seminar work on industry analysis as a framework.
Website Comparison网站比较
www.travel companiesocity.com:
The moment I visit the Travel city site -the first page gives me the impression that my country, Sultanate of Oman is not there in listed? And I don’t like it that my country is not listed here. Moving in to the website with this sad feeling in mind that my country is not listed we go ahead to log in to one of the global sites as they say, the nearest country, and the company wants to say too many things in one go to the customers and this is something that is difficult to digest for the first time visitors. The first-timer is very confused to be able to relate to all the features in the website. Though the regional flavor and link through the local site helps it is difficult to do a very high level of localization of the content to cater to all the segments of the market
在我访问 Travel city 网站的那一刻 - 第一页给我的印象是我的国家，阿曼苏丹国不在列表中？ 我不喜欢我的国家没有在这里列出。 带着这种悲伤的感觉进入网站，我的国家没有被列出，我们继续登录到他们所说的全球网站之一，最近的国家，公司想一口气说太多的话 客户，这是第一次来访者难以消化的东西。 初学者很困惑能够与网站中的所有功能相关联。 尽管通过本地站点的区域风味和链接有所帮助，但很难对内容进行非常高水平的本地化以迎合所有细分市场。
www.southwest.com
The look and feel of this website is a lot cleaner than other travel companies website for instance in Travel city.
The most important feature that this website it that most of the commonly used menus are neatly tucked inside the main menus and just on the movement of the mouse they unfold in to the options. This is a very good feature that helps maintain the clean looks and still does not compromise on the functionality
www.Adrenalin.com
This Polaris group company that is selling the HR software is using the website more for servicing functionalities
The overall framework:
Generating demand
Ordering
Fulfillment
Processing payments
Service and support
Security
Community
Regardless of which business model travel companies adopt, to be successful, travel companies need to understand how the Web and e-commerce affects their business [2]. Travel companies need to develop an overall strategy covering: strategic management, IT infrastructure, design, content, e-commerce systems, marketing and customer service. Travel companies also need to be creative and entrepreneurial. As every entrepreneur knows however, you will only be truly successful if you provide genuine value to your customers and solve a problem for them. As it is evident from the above list that it’s easy to navigate through the website by following the links. It’s user friendly and the home page of the airlines gives a glance of the services provided by them and the beautiful destinations and the activities which can be performed. It also gives the information about the hotels and resorts in each destination. All the document or equipments requirement for all the situations is also mentioned in the website e.g. when traveling with pet, traveling with children, baggage rules etc. Over all it gives every possible information to the passengers they might need to make their travel plan and during their stay at various destinations.
Sources of Competitive Advantage
Travel companies do conform to those which Porter describes: Cost Leadership, Differentiation and Focus. The proposition is that travel companies that can successfully work in one of these areas will be able to establish and sustain a competitive advantage.
Cost Leadership成本优势
Travel companies can generate significant cost savings by sending tickets, newsletters, quotes, and other documents via Internet, rather than by post or facsimile. Travel companies can use Web site to publish – in a cost-effective way – public domain documents such as annual reports, product brochures, positions vacant, contact details and other important Travel companies’ information. Travel companies can save on the cost of running “bricks and mortar” outlets and can reach global markets without having to develop a physical global distribution network. Most importantly, Travel companies can save on customer service costs by enabling customers to serve themselves.
旅游公司可以通过互联网发送门票、新闻通讯、报价和其他文件，而不是通过邮寄或传真发送，从而显着节省成本。 旅游公司可以使用网站以具有成本效益的方式发布公共领域的文件，例如年度报告、产品手册、空缺职位、联系方式和其他重要的旅游公司信息。 旅游公司可以节省运营“实体店”的成本，并且无需开发实体的全球分销网络即可进入全球市场。 最重要的是，旅游公司可以通过让客户自己服务来节省客户服务成本。
One of the American Travel companies CEO said that the Web site is playing a major role in mitigating the rise in unit costs affected by high fuel prices. It’s 10 times cheaper to deliver to customers through the online service than through a travel company’s agent and costs 5 times less than using travel companies’s own reservation staff. The booking cost per passenger online is well under $1, and is scaling down even further. He said Internet use by passengers was helping the carrier keep fares at low discount levels [4].
Massive investment in both business-to-business (B2B) and business-to-customer (B2C) information systems is expected to translate into important cost savings in procurement, sales, billing and other support activities. The travel companies’s fully automatic ordering system, for example, should reduce order processing costs by 90%. [5].
Differentiation差异化
E-ticketing the issue of a booking code at the conclusion online transition that replaces the traditional travel companies’ ticket. E-ticketing seems to be a ‘win-win’ solution for the travel companies business. It offers the travel companies the chance to make considerable savings in both trade terms as well as in invoicing and internal accountancy procedures. Moreover, it helps to fight the downward profit spiral that has affected the industry for years. Secondly, it is very attractive to customers, who may benefit from a service offer both technologically advanced and of high intrinsic value.
电子客票在结束在线过渡时发行预订代码，以取代传统旅游公司的机票。 电子票务似乎是旅游公司业务的“双赢”解决方案。 它为旅游公司提供了在贸易条款以及发票和内部会计程序方面节省大量资金的机会。 此外，它有助于对抗多年来影响该行业的利润下滑趋势。 其次，它对客户非常有吸引力，他们可能会从技术先进和高内在价值的服务中受益。
Focus
The travel industry gives us a perfect example of successful Focus strategies – that is the so-called “Integrated Operators” of the travel business. FedEx, the integrated cargo carrier, was the pioneer. Having developed a very efficient and fully computerized system for tracking individual parcels anywhere on its network it took the next logical step. In 1994, through its website, it allowed its customers to book and pay for its services without restriction via the Internet [6].
The e-Commerce infrastructure developed by travel companies allows collection and central storage of sales and marketing data. Travel companies use this data to drive decision support tools for planning and marketing.
The Business Theories and concepts:
The old pillars and new meanings
The Laudon and Traver framework 2005 is very elaborate explaining the different pillars that have contributed to the development of the E-Commerce framework.
This framework at the very top of the list has E-Commerce application that can be used for the development of businesses in the future. These applications may seem at the outset like out of a science fiction book but are indeed realities.
The disintermediation and Reintermediation:
The travel agents for example it was believed that will lose their jobs when more people are interested on online business but interestingly the use of these web-enabled features have only increased the use and conveniences of these businesses.
For example two of the three websites that have been taken up for analysis by our group are Travel websites. These are supposed to wipe out the businesses of the intermediary called the travel agent but interestingly, these have added to the convenience of the travel agent hence creating a new intermediary.
The Grover V and J Teng (2001) model of the infomediaries and information flow model gives a more clear idea about the various channels that carry information between the buyers/sellers and the infomediaries.
The Themes:
Hence the themes that came up to us were the B2C models and we were interested in looking specifically at the travel related websites. There was one website travel that we could not get an approval for but the group was happy to consider the business model of B2C
B2C:
The group was of a very uniform opinion that the websites have to be B2B only since some of the data that was spoken about were like $ 250 billion revenue in 2005 from B2B as against 6.3 trillion in B2C. Although the difference is huge the group came to a strong consensus that the gap will be bridged and it will be worth pursuing with all the hopes for new business models in the future happening in the B2C segment rather than the B2C segment.
该小组一致认为，网站必须是 B2B，因为一些数据显示，2005 年 B2B 的收入为 2500 亿美元，而 B2C 的收入为 6.3 万亿美元。 尽管差异巨大，但该集团达成了强烈的共识，即差距将被弥合，值得追求，未来新的商业模式将发生在 B2C 领域而不是 B2C 领域。
The death of the Physical travel agent or the focus on creation of new intermediaries
Considering the new intermediaries that are being evolved because of the e-business it is was discussed if the websites will wipe away the travel agent.
But the discussion pointed in the direction of all websites have been playing a supportive roles in the B2C front and the travel agent themselves are using these websites to help customers and give them a better service.
The Adrenalin.com website that sells software has been using the site to reach out to the resellers as well. In a business where there is a very high connectivity on the internet, this is a unique feature that this company is using it build customer loyalty as well as expand the channel of distribution.
The Criteria for assessment were selected after deliberations on how the customer will view the details of the site. The criteria customer interface was included to assess how the company was recording the details of the customer traffic and recording them in to usable database.
In the case of Southwest it was very clear that the website is a place for building the loyalty programs of the airlines. The Adrenalin website is a good place with its feature of blog, for all troubleshooting and technical whitepapers
Recommendation建议
Website should be more informative. It should be easy to navigate through various pages even for the new online users. Since the Travel Agency is providing lot of services and products for its customers so must have “Search” function should have drop down menu so that even the customer who are not aware about all products and services of the Travel Agency can get information about it. May be it will help the Travel Agency to have more customers as sometime customers are not aware about all the products offered by the Travel Agency.As it is clear from the financial report of Travel Agency which is available on website that the latest report is not available i.e. for third quarter. So it should be taken care that the website is updated regularly.
网站应该提供更多信息。 即使是新的在线用户也应该很容易浏览各个页面。 由于旅行社为其客户提供了大量的服务和产品，因此必须具有“搜索”功能，应该有下拉菜单，以便即使不了解旅行社所有产品和服务的客户也可以获取有关它的信息。 可能会帮助旅行社获得更多客户，因为有时客户不了解旅行社提供的所有产品。从网站上提供的旅行社财务报告中可以清楚地看出，最新报告不是 可用，即第三季度。 因此，应注意网站定期更新。
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