随着中国商旅行业逐步发展成为全球商旅产业的增长引擎，企业客户、服务商和航空公司的合作共赢跃然成为时下热点商旅话题。本期我们特邀东方航空销售部总经理助理宋钧时先生以航司战略角度就此话题分享他的观点。
随着中国经济的飞速发展，中国的商旅市场已经从最初的后知后觉过渡到现在的迅猛发展阶段。根据全球商务旅行协会 (GBTA) 的报告显示，中国已经超越美国，成为全球最大的商务旅行市场。中国市场的商务旅行管理也由最初的差旅制度实施飞跃至以消费技术为导向的技术时代，这也对商旅服务提出了更高的要求。
作为商旅服务重要组成部分，航空公司、商旅市场以及商务旅行管理公司（TMC）关系密切，共同构成了一个不可分割的航空商旅生态圈。航空公司作为产品供应商提供航线产品与政策，对于客户的期望在于高频、高价及更高的钱包份额；而商旅客户作为采购商购买航空公司的产品，期望能够高效、便捷并获得更具吸引力的价格与服务，以减少显性与隐性成本。两者就像跷跷板的两端一直在调节与制衡，而充当跷跷板支点的就是商务旅行管理公司，它们通过强大的资源与产品整合能力挖掘企业客户的个性化需求，并将个性化的需求转为标准化、自动化的输出，商务旅行管理公司就像一条纽带紧紧地将航空公司与客户联系在了一起。
因此，作为共同生态圈的一员，每一个个体都需要与其他角色和谐发展才能够创造出共赢的局面。航空公司需要提供更丰富的航线网络、更人性化的机上服务及更全面的价格体系，商务旅行管理公司需要紧抓技术与服务的两支杠杆提供适应企业客户的解决方案，而企业客户则需要开放更多数据权限或使用数据工具（如PRISM）让航司和商务旅行管理公司更好地为其服务。
对于东方航空而言，未来的商旅市场前景将会更加广阔。从自身产品来看，东航超过610架的机队构建了以上海为核心枢纽，通达世界177个国家和地区、1,062个目的地的航空运输网络，年服务旅客达1亿余人，机队规模、旅客运输量等多项运营指标跨入全球航空公司十强。从合作理念来看，东航积极扶持拥有客源的合规代理人，因此商务旅行管理公司将是东航重要的合作伙伴之一。双方将实现紧密合作，共同对企业客户宣传产品与服务、开发客户资源、并在市场推广等方面深入合作，合力推动中国商旅市场的升级转型。
面对未来，东航集团客户也在努力实现由传统航空承运人向商务旅行解决方案供应商的转型，通过构建企业商旅管理的核心竞争力，以更加精准、精致、精细的服务为全球旅客创造精彩的体验。
关于作者
宋钧时 - 总经理助理，销售管理部，中国东方航空股份有限公司客运营销委员会
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With the fast development of China's economy, the business travel market in China has changed from being slow to adapt into being responsive and progressive. According to data from GBTA, business travel spend in China has surpassed that of the USA. China is now the largest business travel market in the world. We also see that business travel management is never same as what it was – at the beginning the focus was on travel policies, whereas now it is all about technology. As a result a higher-quality service is required and expected.
One of the most important parts of business travel is the close relationship between airlines, business travelers and travel management companies (TMCs). They have formed a solid eco system of air travel. Airlines see business travelers as a valuable market: they are likely to fly more frequently and are more likely to fly in a premium class. Business travelers, on the other hand, have high expectations: they demand efficiency and convenience, yet still require cost- effective solutions to meet their travel policies. The two parties act as two ends of a seesaw - always adjusting and balancing each other. TMCs, however, work as the pivot - they understand the customers’ individualized needs and have the clout to negotiate with airline partners to secure the best deal for both parties. In other words, the TMC is the bond that holds airlines and customers together.
The stability of this shared eco-system requires each party to work in harmony with each other; only then can everyone win. Airlines need to o er more variety in their flight network, more customized service and more comprehensive airfares. TMCs should combine technology and service together in order to provide customers with a choice of solutions. And companies should be more open to using data tools or analytics to help the airlines and TMCs serve them better.
The growing business travel market looks very promising for China Eastern. Centered in Shanghai, China Eastern, has built a fleet of 610 aircrafts, flying to 177 countries and territories and 1062 destinations, transporting 100 million tourists every year. The scale of the fleet, the volume of travelers, and its high operation standards have enabled it to step into the top 10 airline companies in the world. However, national airline, China Eastern, is wise to the opportunity of business travel, and is partnering with agencies that can promise them enough traffic. The two parties work closely with each other, joining forces to advertise products and services, explore promising opportunities with customers, and collaborate to further explore the market. They are leading the business travel market in China to new heights.
Preparing themselves for the future, China Eastern is actively taking strides to distinguish themselves from traditional aviation carriers to being a solution provider for business travelers. The group is building its core competitiveness in business travel management by providing more precise, refined and exceptional services to bring forth or excellent experience to their business travelers from all around the world.
About the author
Song Jun Shi - Assistant General Manager, Sales Management Department, Marketing and Sales Committee China Eastern Airlines.
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