Civil Aviation Business Management in the epidemic | Simple and medium -sized aviation enterprises t

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In order to implement the "bottom line, steady expectations, strong foundation, digging potential, quality and efficiency increase, innovative performance, and innovative performance" determined by the Party Group of the Civil Aviation Administration. " To better promote the industry's difficulties and resume development, the Civil Aviation Administration Comprehensive Department, China Aviation Transportation Association, and the China Civil Airport Association recently jointly hosted the "Civil Aviation Business Management Science" essay activity of "Under the epidemic". The newspaper specially opened a essay column to publish the excellent essay of the event, which contributed wisdom to the industry's accelerated recovery and development and strive to achieve a profit increase. stay tuned.

Since the outbreak of new coronary pneumonia in 2020, the global aviation industry has been severely impacted. In the process of responding to the arduous challenges, the auxiliary income is becoming the most important income composition and profit contribution of the main business of the aviation enterprise. According to statistics, despite the decline in the income of air -enterprise auxiliary operations during the prevention and control of the epidemic, the proportion of global aircraft enterprise auxiliary operating income and the average supporting revenue continued to increase, and in 2021, it reached 14.4%and 27.6 US dollars, respectively. Under this trend, domestic airline companies, especially small and medium -sized airline companies, are constantly thinking and promoting the special work of supporting and increasing efficiency. This article intends to sort out the development of the global airline enterprise auxiliary business. At the same time, based on the aviation industry consulting company Ideaworks data, further clarify the main category of the auxiliary products, the size of the auxiliary camp projects, and the revenue contribution of the single -item auxiliary camp. Preliminary ideas and suggestions for the auxiliary business.

It is generally believed that the auxiliary revenue mainly refers to the income from directly selling tickets to passengers, and indirect income for providing services during aviation travel. Spring and Autumn Airlines believes that the auxiliary revenue mainly refers to the revenue of the sales and value -added services from the paid compartment service and other aviation travel related products in addition to passenger transport and freight income, including overweight luggage income. In summary, the keywords of the auxiliary business include "aviation travel -related", "paid service", "value -added services".

In order to further clarify the scope of the auxiliary business, IdeaWorks divides the auxiliary business into five categories: first, the regular passenger plan, which mainly includes the mileage or points of the partners; For example, on -board sales of food and beverages, luggage consignment and overweight luggage, and preferred seats; the third is commission products, which mainly include commissions for airlines to sell hotels, car rental and travel insurance; Passengers travel related advertising activities; fifth is bundled costs, mainly including income of combined products or bundling services, such as consignment baggage, boarding in advance, and additional leg space seats.

According to the annual report of Ideaworks auxiliary camp and the public information of domestic listed airlines, the author sorted out the development of 80 airlines around the world, including 72 foreign airlines and 8 domestic airline companies.

In 2020, 80 NASA's auxiliary revenue accounted for 0.2%to 55.9%of the total revenue, and the average proportion of about 15.6%; domestic aviation enterprise auxiliary revenue accounted for relatively low, accounting for about 3.1%, of which Hainan, of which Hainan The highest aviation, about 9.9%.

In 2020, according to the current exchange rate conversion, 80 navigation companies have averaged revenue of 6.35 to 592.6 yuan, and the average number of average customers' income is about 168.6 yuan; Yuan.

According to statistics, 80 navigation companies worldwide provide more than 50 kinds of auxiliary service products. Among them, 43.75%of the aircraft enterprises that provide within 5 kinds of auxiliary camp services, and 5 to 10 kinds of auxiliary service services account for 27.5%, and 28.75%of airline enterprises with more than 10 auxiliary service services are available. Hungarian Witz Air provides up to 22 kinds of auxiliary services, and Spring and Autumn Airlines provides 11 kinds of auxiliary services.

According to different travel processes and service scenarios, more than 50 auxiliary service products are mainly divided into three categories: ground services, cabin services, value -added services.

The contribution of a single auxiliary revenue, that is, the statistical single -item auxiliary income is in the proportion of the overall auxiliary income of the airline, and clarifies the revenue contribution of the auxiliary project. According to analysis, the assistance projects in the top of the revenue contribution include: regular passenger plan (24%~ 94%of revenue contribution), luggage services (29%~ 87%of revenue contribution), menu -style service (income contribution is 28%~ 28%~ 99%), tourism -related (income contribution is 17%~ 34%), seat service (4%to 16%of the income contribution), hotel accommodation (0.95%~ 24%of income contribution) %~ 12%).

Innovation of the auxiliary service product: In the complementary service items that sort out, a certain innovative service product is:

According to the statistics and analysis of the above data, in accordance with the size of the auxiliary camp and the contribution of income, domestic small and medium -sized airline companies can gradually promote the auxiliary business business based on the existing conditions and resource investment on the basis of learning from the development of foreign aviation enterprise auxiliary business development. Development, under the impact of the epidemic, the implementation of the auxiliary business and the main business to promote and develop together. The main idea is a concept, two systems, three types of products, and four support.

One concept: centered on meeting the needs of Volkswagen, it is recommended to carry out product design and service supply of the auxiliary business with the concept of "full process design, menu -style selection, differentiated service" concept, and realize the transformation of "from selling tickets to selling services".

Two systems: Focusing on the two dimensions of segmented passengers and differential services, it is recommended to establish a passenger management system and brand freight system to achieve the cooperative development of the two major businesses of passenger and freight sales and auxiliary service services. Three types of products: According to the level of coverage of industry auxiliary camp projects and the contribution of income contribution, combined with the current support business foundation and conditions of small and medium -sized aviation companies, it is recommended to give priority to the launch of the three types of basic auxiliary camps of "seat products, luggage products, value -added products". The service product, in accordance with the procedure of "from small to more, from simple to complex", gradually establishes a supplementary product system that passengers pay on demand. not

Four support: Focusing on the development needs of the auxiliary business, it is recommended to gradually establish and improve the four support of the "product system, service guarantee, information system, and assessment incentive". not

In general, under the continuous influence of the epidemic, the importance of the aviation auxiliary business in increasing income and efficiency is becoming more and more prominent, and it is becoming an important business for aviation companies to enhance market competitiveness. Therefore, it is recommended that small and medium -sized aviation companies are guided by the competitive market competition to meet the diversified and personalized needs of passengers. Based on the service concept of full -process, menu, and differentiated service, the establishment of a auxiliary business management system and the brand freight rate system Focusing on the supporting products with large business scale and high income contribution, strengthen the support of product system, service guarantee, information system and assessment incentives, further increase the expansion of the auxiliary business, and achieve the rapid development of the auxiliary business. (Author: Zhang Li, Tang Daochun, Tan Zhenhong unit: Chengdu Aviation Co., Ltd.)

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