F航空公司积分营销策略研究

发布时间：2018-02-20 23:43

本文关键词： F航空公司积分积分营销计划客户细分　出处：《对外经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：自上世纪90年代以来,航空公司积分营销计划开始作为一种非价格的竞争手段纷纷被中国民航各航空公司应用。与国外航空公司相比,虽然中国民航的积分营销计划起步较晚,但20多年来,也得到了不断的发展。在竞争激烈的中国民航市场,积分营销计划运营的好坏在航空公司维护客户忠诚度、创造利润、并最终取得竞争优势上扮演着越来越重要的作用。本文试图以中国国内龙头航空公司F为例,结合客户细分理论,对其积分营销计划现状进行梳理分析;同时运用SWOT及PEST等工具对其所处的积分营销环境进行深入剖析;在实际研究中采用案例分析和个别访谈法,指出F航积分营销计划存在的问题,并提出解决方案。本文主要的研究成果如下:(1)将作废率作为F航积分使用效果的一个关键指标并按会员级别进行拆解,挖掘作废率高的原因,得出F航积分营销尚未发挥最大作用的结论;(2)思考并提出评判一个航空公司积分营销计划运营好坏的标准,并以F航空公司为例,对照此标准,结合其目前存在的问题,提出解决方案。经过分析,本文认为F航积分流动性不强,积分入口和出口的容量不匹配,因此需要采取如下主要措施(1)完善积分入口通道,扩大积分累积领域;(2)打通兑换限制、消除兑换壁垒;(3)延伸目前的产业链结构,放大积分出口。通过以上分析研究,能够对F航未来积分营销计划发展方向及其他相关产业链行业的积分营销计划的研究提供参考借鉴。
[Abstract]:Since -10s, the airline integral marketing plan has been used as a non-price competitive means by the airlines of China's civil aviation. But for more than 20 years, it has also been developing. In the highly competitive Chinese civil aviation market, the operation of integral marketing programs is good or bad for airlines to maintain customer loyalty and create profits. Finally, it plays a more and more important role in obtaining competitive advantage. This paper attempts to analyze the current situation of integral marketing plan with the example of China's domestic leading airline F and the theory of customer segmentation. At the same time, using SWOT and PEST tools to analyze the integration marketing environment in depth, in the actual study of the use of case analysis and individual interviews, pointed out the F aviation integral marketing plan problems, The main research results of this paper are as follows: 1) the invalidation rate is regarded as a key index of the utilization effect of F aviation integral and disassembled according to the member level, and the reasons for the high invalidation rate are excavated. Draw the conclusion that F airline integral marketing has not yet played the most important role. (2) consider and put forward the standard to judge the operation of an airline's integral marketing plan, and take F airline as an example, compare this standard, combine with its existing problems at present. Put forward the solution. After analysis, this paper thinks that the fluidity of F integration is not strong, the capacity of integral inlet and outlet is not matched, so we need to take the following main measures to improve the integral entrance channel. Expand the area of integral accumulation to open the convertibility restrictions, eliminate convertibility barriers and extend the current industrial chain structure and enlarge the integral export. Through the above analysis and research, It can provide reference for F Airlines future integral marketing plan development direction and other related industry chain industry integration marketing plan research.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F562.6

【参考文献】