The Research Of Airline Customer Relationship Management Model

Airline must re-assess own customer when they launch new customer service initiatives, they need to offer specific service products to different customer group, to maximum customer value. Meanwhile, Airline also needs an integrated CRM strategy model, to guide them fulfill the strategy in each business level and achieve the strategy targets.This thesis analyzed the current situation of Airline industry and problems of CRM implementation firstly, provided potential solutions, and summarized a framework of CRM strategy management, which covered contents of the following chapters and described the relationship between these chapters.Secondly, it studied on several detail topics including airline customer segmentation, customer value assessment model, and customer asset management, leveraged latest theory and methodology, and discussed the adoption of CRM strategy in airlines.At last, it's a case study section, demonstrated how CRM strategy can guide the operational strategy fulfillment in marketing, organization and technical level, and described an approach of CRM Strategy Implementation.