本文關(guān)鍵詞： F航空公司 積分 積分營(yíng)銷計(jì)劃 客戶細(xì)分　出處：《對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：自上世紀(jì)90年代以來(lái),航空公司積分營(yíng)銷計(jì)劃開(kāi)始作為一種非價(jià)格的競(jìng)爭(zhēng)手段紛紛被中國(guó)民航各航空公司應(yīng)用。與國(guó)外航空公司相比,雖然中國(guó)民航的積分營(yíng)銷計(jì)劃起步較晚,但20多年來(lái),也得到了不斷的發(fā)展。在競(jìng)爭(zhēng)激烈的中國(guó)民航市場(chǎng),積分營(yíng)銷計(jì)劃運(yùn)營(yíng)的好壞在航空公司維護(hù)客戶忠誠(chéng)度、創(chuàng)造利潤(rùn)、并最終取得競(jìng)爭(zhēng)優(yōu)勢(shì)上扮演著越來(lái)越重要的作用。本文試圖以中國(guó)國(guó)內(nèi)龍頭航空公司F為例,結(jié)合客戶細(xì)分理論,對(duì)其積分營(yíng)銷計(jì)劃現(xiàn)狀進(jìn)行梳理分析;同時(shí)運(yùn)用SWOT及PEST等工具對(duì)其所處的積分營(yíng)銷環(huán)境進(jìn)行深入剖析;在實(shí)際研究中采用案例分析和個(gè)別訪談法,指出F航積分營(yíng)銷計(jì)劃存在的問(wèn)題,并提出解決方案。本文主要的研究成果如下:(1)將作廢率作為F航積分使用效果的一個(gè)關(guān)鍵指標(biāo)并按會(huì)員級(jí)別進(jìn)行拆解,挖掘作廢率高的原因,得出F航積分營(yíng)銷尚未發(fā)揮最大作用的結(jié)論;(2)思考并提出評(píng)判一個(gè)航空公司積分營(yíng)銷計(jì)劃運(yùn)營(yíng)好壞的標(biāo)準(zhǔn),并以F航空公司為例,對(duì)照此標(biāo)準(zhǔn),結(jié)合其目前存在的問(wèn)題,提出解決方案。經(jīng)過(guò)分析,本文認(rèn)為F航積分流動(dòng)性不強(qiáng),積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)完善積分入口通道,擴(kuò)大積分累積領(lǐng)域;(2)打通兌換限制、消除兌換壁壘;(3)延伸目前的產(chǎn)業(yè)鏈結(jié)構(gòu),放大積分出口。通過(guò)以上分析研究,能夠?qū)航未來(lái)積分營(yíng)銷計(jì)劃發(fā)展方向及其他相關(guān)產(chǎn)業(yè)鏈行業(yè)的積分營(yíng)銷計(jì)劃的研究提供參考借鑒。
[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.
【學(xué)位授予單位】：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F562.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 李純青;張m:銘;馬軍平;;國(guó)內(nèi)航空業(yè)積分聯(lián)盟實(shí)施現(xiàn)狀分析及對(duì)策建議[J];現(xiàn)代商業(yè);2012年31期

2 朱瑾亮;;美國(guó)政府與其航空公司[J];空運(yùn)商務(wù);2007年06期

相關(guān)重要報(bào)紙文章 前2條

1 王晉;;消費(fèi)升級(jí)提速 品質(zhì)消費(fèi)升溫[N];經(jīng)濟(jì)日?qǐng)?bào);2016年

2 徐金忠;;上海聯(lián)交所“搶建”積分交易平臺(tái)[N];中國(guó)證券報(bào);2014年

相關(guān)碩士學(xué)位論文 前2條

1 王志強(qiáng);如何利用會(huì)員積分管理提升客戶忠誠(chéng)度[D];北京交通大學(xué);2010年

2 岳楊;移動(dòng)運(yùn)營(yíng)商的積分營(yíng)銷研究[D];北京郵電大學(xué);2007年

，

本文編號(hào)：1520371