Research On Database Marketing In Business Aviation

With the gradual opening of low altitude airspace and construction of ground facilities many enterprises stretch their hands into the business aviation market. CAAC also greatly encourages the development of business aviation. The competition between these airlines is more and more severe. With limited market source, airlines are searching for "experts" to trace niche market and help preserve current customers and develop more prospects.This article starts with a brief introduction to database marketing. It emphasizes the necessity of applying database marketing into business aviation to improve the competitiveness of the certain company. A detailed elaboration of customer-value based segmentation is followed. An index system with6indicators to evaluate customer value is proposed. What’s more, a model based on Pareto/NBD theory is carried out especially to predict their future purchase. A case study is performed proving that both the index system and NBD/Pareto model is adaptable and reliable. The next step is to discuss the construction of customer data warehouse. Conceptual data model, logical data model and physical data model design work is completed in this part. In the end, based on the segmentation result, a variety of marketing strategies are proposed to the corresponding customer group. An example is put in to show how to execute marketing campaign.This research result will help business aviation corporations identify high value customers and better understand market requirements. Accounting for this tool-database marketing, companies could provide more customization service. Not only does it decrease the marketing cost and increase revenue but also welcomes more loyal customers, which creates a positive and extensive significance.