The Rsearch Of China Airlines Join Airline Alliance

Customer loyalty programs partnerships, which have developed on the basis of reward program, is a new means of relationship marketing, and it is the advanced form of strategic alliance. With the rapid development of information technology and consumer demand increasingly diversification, customer loyalty programs partnerships is gradually known and recognized by more and more people, which was frequently used in marketing fields, at the same time, has also become a hot research topic of the academia.In the context of global economic integration rapid development, the worldwide Airlines started to join the airline alliance. However, what is the motivation of airline alliance produces? For the airlines, why to join the airline alliance, how to choose suitable airline alliance partners? On theory and practice, academia and industry have not given a clear answer.In this paper, basis on the theory and literature review, we construct the theoretical framework of Chinese airline to join the alliance motivation and alliance partners selection standard from the perspective of customer loyalty programs partnerships, detailed the research question, and choos China Southern Airlines join the SkyTeam alliance as example, use the standard of case study method, through in-depth interviews, field observation and secondary data collection channels collect data and through professional data coding and analysis process, in-depth study China Airlines to join the alliance motivation and alliance partner selection criteria. FINDINGS:the motives of China Airlines joined the international airline alliance include four aspects and 8 factors:the market competition, including the competition come from existing competitors in the industry, the ability of customer for a supply of something and the threat of substitute products; the sharing of resources, including reward sharing, airlines network sharing and membership sharing; cost saving; organizational learning, including the ability of service and management and the learning of reward rule; the standard of China Airlines choose to join the object includes four aspects and 8 factors:synergistic effect, mainly includes the service, the management level and the enterprise culture and general reward rual; mutual benefit, including the route network and increase income; resources complementary, for airline, route network and membership complementary; former cooperation before alliance, FFP cooperation.Accordingly, we construct the theoretical framework of Chinese airline to join the customer loyalty programs partnerships motivation and alliance partner selection standard and we give the following suggestions:for Chinese airlines, the first task is to analyze the international and domestic situation and industry competition situation when they considering joining the airline customer loyalty programs partnerships, focuses on the analysis of membership can bring an enterprise competitive advantage which a single development cannot achives, and through the airline customer loyalty programs partnerships, enterprises can maintain old customer, develop new customers; in the selection of alliance partner, the main consideration should be given to whether the management, enterprise culture convergence between the enterprises and alliance, whether their business and the market can complement each other, and ultimately achieving a win-win objective. Based on the airline customer loyalty programs partnerships, they also consider the FFP cooperation before alliance.