A Airlines Frequent Flyer Program Study

With the rapid development of market economy and the assimilation of aviation products,the focus on price and service competition among airlinesis gradually shifting to customer competition. Thus, Frequent Flyer Program(FFP) appears. As a non-price marketing tactic, FFP is widely carried out by airlines. With the development of e-business, foreign airlines generally apply CRM to improve service capability for Frequent Flyer, and to strengthen its core competence. But the application of CRM is still in the rudimentary stage in China.The thesis, taking A airlines as a case, employs customer-centered CRM philosophy and methods to give an analysis of the operation and development of A airlines FFP, and makes clear the current situation of FFP customer relationship.It studies CRM value chain of A airlines FFP, including customer value analysis,customer intimacy, network development ,value solutions, customer relationship management .The thesis analyses the customer value of A airlines FFP and presents customer value matrix and corresponding tactics about resource allocation and customer retention. The thesis also analyses the characteristic and the value sensitivity of high-valued customer ,and puts forward the solution of service, information, customer communication and relationship management. In order to apply CRM to FFP widely, the thesis also puts forward the solution of enterprise support system .