影響中國和全球航空業(yè)營銷渠道的數(shù)字化浪潮(編輯修改稿)
2025-02-24 23:30 本頁面
【文章內容簡介】 占主導地位Business still traditional商務旅游在傳統(tǒng)領域仍占主導地位Source: AC Nielsen, December 2023。 Synovate November 2023 Inter users make decisions across an array of criteria影響互聯(lián)網(wǎng)用戶決策的因素Source: AC Nielsen, December 2023Consumers 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Inter users find flight information from online and traditional channels互聯(lián)網(wǎng)用戶在傳統(tǒng)和在線渠道尋找航班信息Source: AC Nielsen, December 2023Online 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(wǎng)站216。4 web sites4家網(wǎng)站Source: Phocuswright, March 2023Consumers are naturally cautious消費者通常非常謹慎B2C sales are still only about 710%目前 B2C銷售僅占總額的 7%至 10%Sales and merchandizing strategies are a workinprogress 銷售和采購戰(zhàn)略取得進展Inter users buy tickets from a range of online and traditional channels 互聯(lián)網(wǎng)用戶從在線渠道和傳統(tǒng)渠道購買機票42% 36%Online sales channels在線銷售渠道Source: AC Nielsen, December 2023Different channels provide different levels of value and influence不同渠道有不同的價值和影響力1 Emerce Website電子商務網(wǎng)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(shù)量 57% 1215% 2530% 2225%Conversion轉化率 N/A 2% N/A 10%Cost/Ticket成本 /單張票價 10 Rmb 3040 Rmb 2530 Rmb 1015 RmbReturn 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: , May 2023Online B2C sales should contribute to excellent growth prospects of airlines在線 B2C銷售促進了航空行業(yè)的快速增長Source: Goldman Sachs, April 2023Revenues expected to climb quickly預期收入增長迅速Passenger load factors look stable載客量穩(wěn)定New revenue growth drivers: International, premium, ancillary/alacarte, 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(jīng)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 inter sales航空公司 B2C銷售額將占在線銷售總額 1/3
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