H航空公司贵宾会员流失应对策略研究

发布时间：2018-01-09 21:55

本文关键词：H航空公司贵宾会员流失应对策略研究　出处：《广东财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国宏观经济的增长和社会的进步为航空运输业提供了良好的市场需求和稳定的发展环境。H航空公司作为一家经营国内国际航空业务的公司,拥有的常旅客会员数量在逐年增加,但是贵宾会员的流失率在逐年上升。而贵宾会员是航空公司重要的收入来源之一,因此贵宾会员的流失会导致H航空公司的利润减少以及竞争力的下降。本论文主要采用规范研究法、问卷调查法、统计分析法和访谈法对H航空公司贵宾会员流失的应对策略进行研究。根据实际情况分析H航空公司贵宾会员的流失现状以及影响贵宾会员流失的原因,借助客户关系管理理论制定H航空公司贵宾会员流失的应对策略,最后提出实施H航空公司贵宾会员流失应对策略的保障措施。通过研究得出,为了有效预防和减少H航空公司贵宾会员的流失,H航空公司应当塑造“以客为尊”的服务理念,建立“以客为中心”的行为准则,注重从贵宾会员的满意度管理、忠诚度管理、生命周期管理、价值管理和保持管理等五个方面提高服务水平和质量,着力解决在服务中存在的不足。本文的研究结论为H航空公司应对贵宾会员流失提供了理论支持,为贵宾会员流失应对策略研究提供实证的资料,是国内航空公司应对贵宾会员流失研究的发展和延伸。同时,对民营航空公司的经营活动具有一定的指导作用。
[Abstract]:China's macro economic growth and social progress provides a good market demand and stable environment for the development of.H airlines for the aviation industry as a business for domestic and international aviation business of the company, with the number of frequent flyer membership increased year by year, but the VIP membership turnover rate increased year by year. The VIP membership is one of the an important source of income for the airline, so the loss of VIP membership will lead to a decline in H airline profits and competitiveness. This paper mainly uses the standard research method, questionnaire survey method, statistical analysis method and interview method, the loss of H airline VIP strategies were studied. According to the status and effect of VIP membership loss loss the reason analysis of the actual situation of H Airlines VIP membership, formulate countermeasures should be H Airlines VIP membership loss by means of the theory of customer relationship management Slightly, finally proposed the implementation of H Airlines VIP membership loss of safeguard measures coping strategies. Through the research, in order to effectively prevent and reduce the loss of VIP H airlines, H airlines should shape the "customer-oriented" service concept, to establish a "customer-centric" code of conduct, focus on customer satisfaction management VIP loyalty, management, life cycle management, improve the service level and quality of value management and maintain management in five aspects, efforts to solve the problems existing in the service. The conclusion of this paper provides theoretical support for the loss of VIP membership for H company, provides evidence for the loss of VIP information strategy that is the development and extension on the loss of domestic airlines to VIP membership. At the same time, has a guiding role for the private airlines business activities.

【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F562.6;F274

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