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论文编号：	12065
作者编号：	2320180654
上传时间：	2020/12/11 13:40:44
中文题目：	HN航空公司常旅客会员营销策略研究
英文题目：	Marketing Strategy Study on Frequent Flyer Program of HN Airlines
指导老师：	李亚
中文关键字：	积分营销;HN航空公司;营销策略;常旅客会员
英文关键字：	Integral marketing;HN Airlines;Marketing strategy;Frequent flyer
中文摘要：	常旅客会员是航空公司的核心资产，是航空公司乘客和收入的主要来源，调查显示，常旅客会员提供了我国航空公司近一半的旅客运输量，他们贡献了大约49%的航空公司旅行次数。国航2019年年报显示，常旅客会员贡献收入占国航客运收入的46.5%，可以说航空公司抓住了常旅客会员就掌握了航空公司收入和利润的来源，航空公司常旅客计划已不再是成本中心，而是向利润中心乃至摇钱树的阶段发展。然而国内航空公司的常旅客计划起步较晚，发展一直落后于世界先进航空公司，一直处在跟随和追赶阶段，面对航空公司日益增长的常旅客会员群体，选择合适的常旅客会员营销策略是航空公司面临的主要挑战。而HN航空公司的常旅客会员无论是在数量上还是在质量上都同国航、东航、南航国有三大航存在不小差距，HN航空公司常旅客会员营销策略的选择和实施,需要更加深入的研究和分析。 本文基于HN航空公司常旅客会员，在经典的市场营销理论STP战略营销理论及4C营销组合理论相结合的指导下，融入积分营销相关内容，采用案例研究、比较分析和模型分析等研究方法,针对HN航空公司常旅客会员营销现状、行业情况以及国际经典案例，进行全面且有针对性的分析，发现HN航空公司在常旅客会员营销策略方面存在的问题和不足，并提出相应的营销策略建议，最后从管理机制保障、人力资源保障、信息技术保障和财务资金保障四方面提出实施保障措施。 希望通过本文的研究，让HN航空公司在常旅客会员营销策略方面发挥自身优势提升竞争力，并为行业内其他航空公司提供借鉴和参考。
英文摘要：	Frequent flyer members are the core assets of airlines and the main source of passengers and income of airlines. The survey shows that frequent flyer members provide nearly half of the passenger traffic of Chinese airlines, and they contribute about 49% of airline trips. According to the annual report of Air China in 2019, frequent flyer members account for 46.5% of Air China's passenger revenue. It can be said that if airlines seize frequent flyer members, they can grasp the source of revenue and profit of airlines. The frequent flyer plan of airlines is no longer a cost center, but to a stage of development towards profit center and even cash cow. However, the domestic airlines' frequent flyer program started late, and its development has been lagging behind the world's advanced airlines, and has been in the follow-up and catch-up stage. Facing the growing frequent passenger member group of airlines, it is the main challenge for airlines to choose the appropriate marketing strategy for frequent flyer members. However, the frequent flyer members of HN airlines are far behind those of Air China, China Eastern Airlines and China Southern Airlines in terms of quantity and quality. Therefore, the selection and implementation of marketing strategies for frequent flyers of HN airlines need further research and analysis. Based on the frequent passenger members of HN airlines, under the guidance of the classic marketing theory STP strategic marketing theory and 4C combination marketing theory, this paper integrates the relevant concepts of integral marketing, and adopts the research methods of case study, comparative analysis and model analysis. Based on the current marketing situation, industry situation and international classic cases of frequent passenger members of HN airlines, this paper makes a comprehensive and targeted analysis, then finds out the existing problems and deficiencies in the marketing strategy of frequent passenger members of HN airlines, and puts forward corresponding marketing strategy suggestions, and finally puts forward the implementation of safeguard measures from four aspects of management mechanism guarantee, human resource guarantee, information technology guarantee and financial fund guarantee. It is hoped that, through this study, HN airlines can give full play to its own advantages in the marketing strategy of frequent flyer members, enhance competitiveness, and provide references for other airlines in the industry.
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