PH航空广州分公司客户管理策略研究
发布时间：2022-09-21 17:00
菲律宾航空公司成立于1941年,是菲律宾的国家航空公司,主要枢纽是马尼拉的尼诺.阿基诺国际机场。菲律宾航空公司服务菲律宾国内和国际航班,在中国大地地区陆续开通了有北京、上海、广州、厦门、晋江、成都等城市的定期航班,另外还在若干的城市有不定期的旅行包机。菲律宾航空所有的计划和活动都自始至终强调乘客的满意,被Skytrax（国际航空运输评级组织）评为四星级航空公司。菲律宾航空广州马尼拉于2013年7月开通定期航线,但是该航线竞争激烈,菲律宾航空自开航起上坐率就持续低下,公司一直在研究如何提高客座率上努力,本文从客户管理的角度入手,结合笔者多年的一线工作经验和对客户的调查访问,找出公司在客户管理中的一些薄弱环节,并加以分析,尝试提升公司客户管理水平,提升公司竞争能力。本文首先做了菲律宾航空和竞争对手公司的之间的优劣势（SWOT）对比,然后提出了菲律宾航空在客户服务、客户体验等方面存的一些不足之处以及原因分析,并通过对乘机旅客的调查访问,了解其特性和购票的决定因素等等。然后结合以上情况,以客户管理为视角,从如何留住现有客户和吸引新客户两个方面入手,在客户服务、客户满意、4Ps营销策略、客户分类...
【文章页数】：67 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter 1 Introduction
1.1 Research Background
1.2 Research Purposes
1.3 Research Significance
1.4 Research Methods
1.4.1 Literature Research
1.4.2 Questionnaire Survey Method
Chapter 2 Literature Review
2.1 Development of Customer Management Theory
2.2 Definition of Customer Management Theory
2.3 The Benefits of Customer Management
2.4 Customer classification and RFM Customer Value Model
2.5 Factors of Customer Churn
2.5.1 Enterprise's Own Reasons
2.5.2 Customer's Own Reasons
2.6 Customer Retention Strategy
2.7 New Customer Development Strategy
2.7.1 Marketing Oriented Development Strategy (4Ps)
2.7.2 Sales-oriented Development Strategy
Chapter 3 Case Description
3.1 Company Profile
3.2 Problems in PH Airlines' Customer Management
3.2.1 Poor Official Channel Service Capabilities
3.2.2 None Temperature Ground Service and Lack of Active Service
3.2.3 Poor Customer Check In Experience
3.2.4 High Customer Complaint Rate on Abnormal Flights and Luggage
3.3 Competitors Profile and Competitive Environment Analysis
3.3.1 Competitors Profile
3.3.2 Competitiveness Analysis of Existing Competitors
3.4 Passenger Questionnaire Survey and Analysis
Chapter 4 Causes Analyse Of Customer Management Problems
4.1 Single Official Service Channel, Not Customer Experience Oriented
4.2 Service Concept Indoctrination and Training not Enough
4.3 Inappropriate Pre-job Assessment and Post Setting
4.4 Abnormal Flights and Baggage Handling Procedure Need to be Improved
Chapter 5 Suggestions for PH Airlines' Customer Management
5.1 Existing Customer Retention Strategy Recommendations
5.1.1 Diversify and Optimize Official Service Channels
5.1.2 Regular Training of Service Concept and Improve Staff’s Satisfaction
5.1.3 Change The Pre-job Assessment, Standardize and Quantify Services
5.1.4 Publicity of Abnormal Flight and Baggage Handling Standards
5.2 New Customer Development Strategy Recommendations
5.2.1 RMF model customer segmentation
5.2.2 Product Strategy
5.2.3 Price Strategy
5.2.4 Channel Strategy
5.2.5 Promotion Strategy
Chapter 6 Conclusion and Prospect
REFERENCES
APPENDIX
【参考文献】：
期刊论文
[1]基于旅客年轻化的航空公司常旅客营销策略[J]. 王娟娟. 空运商务. 2017(11)
[2]企业营销管理之客户关系战略探析[J]. 李素青. 现代经济信息. 2016(12)
[3]论电子商务环境下的营销渠道管理[J]. 韩红蕾. 北方经贸. 2014(10)
[4]航空公司互联网直销渠道建设研究[J]. 张玉. 商场现代化. 2014(08)
[5]关系营销理论模型综述[J]. 周鑫华. 商业研究. 2010(10)
[6]浅谈企业客户管理之策略[J]. 吴昌永. 经济师. 2010(09)
[7]我国航空公司直销渠道合作研究[J]. 杨兴夏. 现代商贸工业. 2009(12)
[8]基于客户价值的客户细分及保持策略研究[J]. 夏维力,王青松. 管理科学. 2006(04)
[9]客户细分方法探析[J]. 胡少东. 工业技术经济. 2005(07)
[10]我国航空公司基本服务营销战略研究[J]. 陈力华,康红恩. 上海工程技术大学学报. 2002(04)
硕士论文
[1]呼叫中心整合优化的总体设计研究[D]. 张隽.北京邮电大学 2012
[2]C公司客户关系管理策略研究[D]. 刘丽志.吉林大学 2011
本文编号：3680324
【文章页数】：67 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter 1 Introduction
1.1 Research Background
1.2 Research Purposes
1.3 Research Significance
1.4 Research Methods
1.4.1 Literature Research
1.4.2 Questionnaire Survey Method
Chapter 2 Literature Review
2.1 Development of Customer Management Theory
2.2 Definition of Customer Management Theory
2.3 The Benefits of Customer Management
2.4 Customer classification and RFM Customer Value Model
2.5 Factors of Customer Churn
2.5.1 Enterprise's Own Reasons
2.5.2 Customer's Own Reasons
2.6 Customer Retention Strategy
2.7 New Customer Development Strategy
2.7.1 Marketing Oriented Development Strategy (4Ps)
2.7.2 Sales-oriented Development Strategy
Chapter 3 Case Description
3.1 Company Profile
3.2 Problems in PH Airlines' Customer Management
3.2.1 Poor Official Channel Service Capabilities
3.2.2 None Temperature Ground Service and Lack of Active Service
3.2.3 Poor Customer Check In Experience
3.2.4 High Customer Complaint Rate on Abnormal Flights and Luggage
3.3 Competitors Profile and Competitive Environment Analysis
3.3.1 Competitors Profile
3.3.2 Competitiveness Analysis of Existing Competitors
3.4 Passenger Questionnaire Survey and Analysis
Chapter 4 Causes Analyse Of Customer Management Problems
4.1 Single Official Service Channel, Not Customer Experience Oriented
4.2 Service Concept Indoctrination and Training not Enough
4.3 Inappropriate Pre-job Assessment and Post Setting
4.4 Abnormal Flights and Baggage Handling Procedure Need to be Improved
Chapter 5 Suggestions for PH Airlines' Customer Management
5.1 Existing Customer Retention Strategy Recommendations
5.1.1 Diversify and Optimize Official Service Channels
5.1.2 Regular Training of Service Concept and Improve Staff’s Satisfaction
5.1.3 Change The Pre-job Assessment, Standardize and Quantify Services
5.1.4 Publicity of Abnormal Flight and Baggage Handling Standards
5.2 New Customer Development Strategy Recommendations
5.2.1 RMF model customer segmentation
5.2.2 Product Strategy
5.2.3 Price Strategy
5.2.4 Channel Strategy
5.2.5 Promotion Strategy
Chapter 6 Conclusion and Prospect
REFERENCES
APPENDIX
【参考文献】：
期刊论文
[1]基于旅客年轻化的航空公司常旅客营销策略[J]. 王娟娟. 空运商务. 2017(11)
[2]企业营销管理之客户关系战略探析[J]. 李素青. 现代经济信息. 2016(12)
[3]论电子商务环境下的营销渠道管理[J]. 韩红蕾. 北方经贸. 2014(10)
[4]航空公司互联网直销渠道建设研究[J]. 张玉. 商场现代化. 2014(08)
[5]关系营销理论模型综述[J]. 周鑫华. 商业研究. 2010(10)
[6]浅谈企业客户管理之策略[J]. 吴昌永. 经济师. 2010(09)
[7]我国航空公司直销渠道合作研究[J]. 杨兴夏. 现代商贸工业. 2009(12)
[8]基于客户价值的客户细分及保持策略研究[J]. 夏维力,王青松. 管理科学. 2006(04)
[9]客户细分方法探析[J]. 胡少东. 工业技术经济. 2005(07)
[10]我国航空公司基本服务营销战略研究[J]. 陈力华,康红恩. 上海工程技术大学学报. 2002(04)
硕士论文
[1]呼叫中心整合优化的总体设计研究[D]. 张隽.北京邮电大学 2012
[2]C公司客户关系管理策略研究[D]. 刘丽志.吉林大学 2011
本文编号：3680324
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