Air China Customer Loyalty Management Strategy Study

The price increment of aviation fuel brings in huge challenges to the world aviation industry. Nowadays, China has a good condition of economic development, driving the increase of people’s incomes, consumptions and travels. However, as the airline companies regard the domestic market as the main battlefield and they also need to go out to expand the overseas market, they face great pressure of the competition in front of these challenges and opportunities.Air China, the leading airline enterprise, is making the strategy changes from the efficiency-orientation to the customer-orientation, which needs to develop in the fields of multiband, international competition and the compound network. To realize its strategies, it is necessary to build the system of custom focused marketing services in order to improve customers’royalty. This thesis seeks the current state of Air China based on the survey to the business segments, analyzes the current state, trend and innovation of the loyalty management in foreign airline companies contrastively, and emphatically refers to the management practice of other industries, quoting the industry data. Based on all of these, this thesis aims to find the problems in the management of the loyalty in Air China and give the author’s suggestions of the strategies. This thesis suggests using the planning and management of the multiple bands and their loyalties in Air China’s future development and integrating the resources of the upstream and downstream cooperative partners step by step, which aims to give help to the development of the loyalty management of Air China.