中国国航客户忠诚度管理策略研究

发布时间：2018-03-22 20:23

  本文选题：客户价值　切入点：客户忠诚度　出处：《北京交通大学》2012年硕士论文　论文类型：学位论文

【摘要】：世界航油价格不断攀升,给航空业带来了巨大的成本压力。中国正处于个相对经济发展较好的阶段,人们的收入、消费和出行都在持续增加。但中国航空公司目前绝大部分市场都集中在国内,同时面临如何走出去占领海外市场。在挑战与机遇面前,四大航空公司竞争压力空前。 国航作为国内龙头航空公司,正在从以运营效率为导向到以客户服务为中心的战略转型,需要在多品牌、国际化竞争、复合型的枢纽网络等方面实现新的发展。为配合其战略目标实现,需要建立以客户为中心的营销服务体系,提高客户的忠诚度。本文通过对国航相关业务部门深入调查,了解其现状与需求,同时借鉴海外航空公司的最佳业务实践,对比分析海外航空公司忠诚度管理的现状和趋势,以此寻找国航在忠诚度管理方面的问题,找出原因,并提出自己的策略研究建议。建议国航采用多品牌和统一的忠诚度计划管理策略,努力整合上下游合作伙伴资源,渐进式实现。以期对国航的忠诚度计划管理与提高提供帮助!
[Abstract]:The rising price of world aviation oil has put enormous cost pressure on the aviation industry. China is in a relatively good stage of economic development, people's income, Consumption and travel are on the rise. But most of China's airlines are now concentrated in the domestic market and facing how to go out and occupy overseas markets. In the face of challenges and opportunities, the four major airlines are under unprecedented competition pressure. As a leading domestic airline, Air China is changing from an operational efficiency oriented strategy to a customer service oriented strategy, which needs to compete in many brands and internationally. In order to achieve its strategic goal, it is necessary to establish a customer-centered marketing service system to improve customer loyalty. Understand its present situation and demand, at the same time draw lessons from the best business practice of overseas airlines, compare and analyze the status quo and trend of overseas airlines' loyalty management, so as to find out the problems of Air China's loyalty management and find out the reasons. It is suggested that Air China adopt multi-brand and unified loyalty plan management strategy, make great efforts to integrate upstream and downstream partner resources, and achieve gradually. In order to help Air China's loyalty plan management and improvement!!!
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F562.6

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中国期刊全文数据库 前1条

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