本文選題：客戶價值　切入點：客戶忠誠度　出處：《北京交通大學》2012年碩士論文　論文類型：學位論文

【摘要】：世界航油價格不斷攀升,給航空業(yè)帶來了巨大的成本壓力。中國正處于個相對經(jīng)濟發(fā)展較好的階段,人們的收入、消費和出行都在持續(xù)增加。但中國航空公司目前絕大部分市場都集中在國內(nèi),同時面臨如何走出去占領(lǐng)海外市場。在挑戰(zhàn)與機遇面前,四大航空公司競爭壓力空前。 國航作為國內(nèi)龍頭航空公司,正在從以運營效率為導向到以客戶服務(wù)為中心的戰(zhàn)略轉(zhuǎn)型,需要在多品牌、國際化競爭、復合型的樞紐網(wǎng)絡(luò)等方面實現(xiàn)新的發(fā)展。為配合其戰(zhàn)略目標實現(xiàn),需要建立以客戶為中心的營銷服務(wù)體系,提高客戶的忠誠度。本文通過對國航相關(guān)業(yè)務(wù)部門深入調(diào)查,了解其現(xiàn)狀與需求,同時借鑒海外航空公司的最佳業(yè)務(wù)實踐,對比分析海外航空公司忠誠度管理的現(xiàn)狀和趨勢,以此尋找國航在忠誠度管理方面的問題,找出原因,并提出自己的策略研究建議。建議國航采用多品牌和統(tǒng)一的忠誠度計劃管理策略,努力整合上下游合作伙伴資源,漸進式實現(xiàn)。以期對國航的忠誠度計劃管理與提高提供幫助!
[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!!!
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F562.6

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本文編號：1650232