南方航空公司完善CRM的解决方案

发布时间：2018-04-26 05:17

本文选题：客户关系管理(CRM) + 市场营销　；参考：《东北大学》2013年硕士论文

【摘要】：随着全球民用航空市场竞争愈加激烈,天空航权愈加开放,航空公司想要在世界的航空市场中站稳脚跟,提高核心竞争力,实现客户价值最大化,追求企业收益最大化,需要对客户关系管理(CRM)做进一步探索和实践。CRM在现代网络技术的大力支持和相关软件技术长足发展的基础上,实施方法得到本质的变化和提升,能够更好的挖掘客户价值,提升企业收益,增加客户忠诚度,延长客户生命周期,保证企业利益最大化。南方航空公司作为亚洲第一、世界第三,中国境内跨越幅度最大,基地最多,机队规模稳坐世界第六的国有主流航空公司,是亚洲唯一一个进入世界航空客运排名前五强,国内连续7年进入世界民航客运前十强的大型航空公司,更加需要在竞争中走在前列。本文从南方航空的实际出发,结合CRM的功能特点,主要完成如下研究工作： (1)给出了南方航空公司完善CRM的需求分析。在国际和国内民用航空发展的大背景之下,通过对CRM的概念、类型和方法的介绍,在深度结合南航现公司概况、组织架构、主营业务及营销现状的分析,给出了南方航空完善CRM的功能、客户关系、服务产品和管理方面的需求分析。 (2)给出了南方航空公司完善CRM的实施方案。针对南航的现状,优化组织架构,建立新的CRM管理流程,具体包括业务管理流程、客户服务流程、部门联动流程以及品牌树立流程四个方面,全面打造适用于南航提升服务的CRM实施方案,并通过项目管理的方法,保障CRM项目的顺利高效的实施。 (3)给出了南方航空公司完善CRM的保障措施。加强南航的经营理念创新、组织结构创新、业务流程创新等体制创新,并提供可靠的资金保障,以量化的服务质量管理指标重新架构管理体系,从而全面保障南航CRM项目的顺利实施。本文的研究结果和解决方案具有一定的针对性,将对南方航空提升客户价值、提高收益,成为更具竞争力的航空公司做出切实的贡献。
[Abstract]:With the increasingly fierce competition in the global civil aviation market and the opening of sky aviation rights, airlines want to stand firm in the world aviation market, improve their core competitiveness, maximize customer value, and pursue the maximization of enterprise income. CRM needs to be further explored and practiced on the basis of the vigorous support of modern network technology and the rapid development of related software technology, the implementation method has been substantially changed and promoted, which can better excavate customer value. Improve corporate income, increase customer loyalty, extend customer life cycle, and ensure the maximization of enterprise benefits. As the first in Asia and the third in the world, Southern Airlines has the largest span in China and the largest number of bases. The state-owned mainstream airlines with a stable fleet of aircraft in the world are the only state-owned mainstream airlines in Asia to enter the top five of the world's air passenger traffic rankings. For seven consecutive years, the large airlines in the top 10 of the world civil aviation passenger transport need to be in the forefront of competition. Starting from the reality of Southern Airlines and combining with the functional characteristics of CRM, this paper mainly completes the following research work: 1) the requirement analysis of China Southern Airlines to perfect CRM is given. Under the background of the development of international and domestic civil aviation, through the introduction of the concept, type and method of CRM, this paper analyzes the general situation, organization structure, main business and marketing status of China Southern Airlines Company in depth. The requirement analysis of CRM, customer relationship, service products and management of Southern Airlines is given. The implementation scheme of China Southern Airlines to perfect CRM is given. In view of the current situation of China Southern Airlines, it optimizes the organizational structure and establishes a new CRM management process, which includes four aspects: business management process, customer service process, department linkage process and brand building process. To create a comprehensive CRM implementation scheme suitable for China Southern Airlines promotion service, and to ensure the smooth and efficient implementation of the CRM project through project management. The guarantee measures for China Southern Airlines to perfect CRM are given. To strengthen the innovation of management concept, organizational structure and business process innovation of China Southern Airlines, and to provide reliable financial guarantee to re-establish the management system with the quantitative service quality management index, So as to ensure the smooth implementation of the China Southern Airlines CRM project. The research results and solutions of this paper have certain pertinence, will enhance customer value, increase revenue and become more competitive airlines to make a real contribution to Southern Airlines.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F562.6;F274

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