航空公司客户关系管理研究
航空公司客户关系管理研究
摘要
长期以来，民航业由于自身消费层次高、智力条件和物质条件充足等特点，成为现代营销手段实施的最佳对象。以客户关系管理为核心的市场营销网络的普及，也给这一传统行业带来勃勃生机。
随着民用航空运输业的快速发展，中国已成为航空运输大国。随着中国加入WTO ，外国航空公司也对中国这块大蛋糕虎视眈眈，三大航空公司重组后面临这样的局面将何去何从，这将是一次严峻的挑战。在国际市场竞争面前，国内的航空公司在营销方面显得还不成熟，这就需要借鉴国外成功航空公司的先进经验。有些国外先进航空公司引进实施了客户关系管理(CRM)系统，并已经得到了良好的成效，与国外成熟的竞争对手相比，国内航空公司虽然也推出了常旅客计划、里程优惠、促销折扣、积分计划等促销手段，但国内还没有一家航空公司拥有真正完整的CRM 系统，没有一个统 、完整的信息平台把各种促销手段整合起来。 文章首先对CRM 的研究背景、理论依据进行了介绍。然后对于我国航空公司实施CRM 系统的必要性进行分析，认为：引入CRM 后会给航空公司带来巨大的经济利益，有利于提高航空公司的效益。因此对于我国航空公司来说，引入CRM 有着非常大的必要性。最后在分析我国航空公司现状的基础上为我国航空公司量身定制了一套CRM 系统，并就系统模型、系统流程进行了叙述。
关键词：航空公司；客户关系；CRM
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Abstract
The civil aviation industry, which has the characteristic of high consumption level and good mental and physical condition，has become one of the best objects of modem marketing．At the same time，the prevalence of marketing which focuses on CRM brings vigor for the traditional industry．
Along with the growth of civil aviation，China has become a fast growing air transport country ．Foreign aidines also show great interests in China air transportmarket ．It will be an austere challenge for China airlines to face the complexion after recombination ．Because the domestic airlines are not mature in marketing ，So they should use the advanced experience of foreign airlines for reference ．Presently, some foreign airlines have put CRM in practice and gained good effect ．Comparing with this．although they aim implement various sales promotion，such as frequent fly passenger(FFP)、sales discount，etc ，there is no one airline has all integrated CRM system to provide all unite information flat which can consolidates the various sales promotion．
This article first CRM research background, theoretical basis was introduced. Then the implementation of CRM systems for China Airlines analysis of the necessity of that: After the introduction of CRM will bring huge economic benefits airlines, will help improve airline efficiency. So for our airlines, the introduction of CRM has a very large need. Finally, the analysis based on the current situation of China Airlines China Airlines tailored to a CRM system, and to the system model, system process was described.
Key words： Airlines ；Customer relations；CRM