發(fā)布時(shí)間：2022-09-21 17:00

　　菲律賓航空公司成立于1941年,是菲律賓的國(guó)家航空公司,主要樞紐是馬尼拉的尼諾.阿基諾國(guó)際機(jī)場(chǎng)。菲律賓航空公司服務(wù)菲律賓國(guó)內(nèi)和國(guó)際航班,在中國(guó)大地地區(qū)陸續(xù)開通了有北京、上海、廣州、廈門、晉江、成都等城市的定期航班,另外還在若干的城市有不定期的旅行包機(jī)。菲律賓航空所有的計(jì)劃和活動(dòng)都自始至終強(qiáng)調(diào)乘客的滿意,被Skytrax（國(guó)際航空運(yùn)輸評(píng)級(jí)組織）評(píng)為四星級(jí)航空公司。菲律賓航空廣州馬尼拉于2013年7月開通定期航線,但是該航線競(jìng)爭(zhēng)激烈,菲律賓航空自開航起上坐率就持續(xù)低下,公司一直在研究如何提高客座率上努力,本文從客戶管理的角度入手,結(jié)合筆者多年的一線工作經(jīng)驗(yàn)和對(duì)客戶的調(diào)查訪問,找出公司在客戶管理中的一些薄弱環(huán)節(jié),并加以分析,嘗試提升公司客戶管理水平,提升公司競(jìng)爭(zhēng)能力。本文首先做了菲律賓航空和競(jìng)爭(zhēng)對(duì)手公司的之間的優(yōu)劣勢(shì)（SWOT）對(duì)比,然后提出了菲律賓航空在客戶服務(wù)、客戶體驗(yàn)等方面存的一些不足之處以及原因分析,并通過對(duì)乘機(jī)旅客的調(diào)查訪問,了解其特性和購(gòu)票的決定因素等等。然后結(jié)合以上情況,以客戶管理為視角,從如何留住現(xiàn)有客戶和吸引新客戶兩個(gè)方面入手,在客戶服務(wù)、客戶滿意、4Ps營(yíng)銷策略、客戶分類... 

【文章頁(yè)數(shù)】：67 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
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


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碩士論文
[1]呼叫中心整合優(yōu)化的總體設(shè)計(jì)研究[D]. 張雋.北京郵電大學(xué) 2012
[2]C公司客戶關(guān)系管理策略研究[D]. 劉麗志.吉林大學(xué) 2011



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