항공사의 전자상거래에 관한 연구

A Study On Airliners Electronic Commerce: Focusing On Sharpening Domestic Carriers Competitiveness

According to Phocus Wright report, the number of customer looking for on-line travel site reached 10% in 1998, 19% in 1999 and 27% in 2001. On the other hand, the number of customers looking for off-line travel agencies has reduced to 39% in 2000, down from 53% in 1998, so that Airlines investment in on-line market should be reinvigorated. Travelers logging onto internet site want to pay for hotel, rent-a-car and travel packages on-line. Additionally, according to a recent survey, on-line buyers in travel market prefer airlines internet site. In other words, it means that Airline should display ticket fares at every hour and travel packages on its own site. However, there is a limit that the airliner just displays its own commodities even though its on-line site is equipped with 24-hour reservation system. In this process, other airlines are preparing to set up total travel portal site altogether. As for the case of Orbitz which is to be shown up in June 2001 and made by six u.s. major carriers, they developed strong search engine replacing CRS and save booking fee for CRS, provide customers with lower priced tickets as such, displays reservation lists of travel providers including 450 airlines seats and fares, hotels, make possible 24-hour reservation, enables customers to choose high quality products in Orbitz without spending much time on searching because it shows various kinds of airfares . In order to achieve those objectives, technical development has already been done. In this regard, I want to suggest that Domestic airliners should set up travel portal site based on developing search engine and induce traditional travel agencies to move into on-line ones.