Research On Integral Marketing Strategy Of F Airlines

Since the early 90 s of last century,Airlines loyalty program has been used as a means of non-price competition by domestic airlines of China one after another.Although compared to foreign airlines,China's civil aviation integral marketing plan started lately,it has developed a lot in the recent 20 years.In the fierce competition of China's civil aviation market,the marketing strategy of the integral marketing plan is playing an increasingly important role in maintaining customer loyalty,making profits,and ultimately gaining a competitive advantage.This paper attempts to take leading domestic airlines F as an example,based on customer segmentation theory,analyzes the status of the integral marketing plan;at the same time using SWOT and PEST tools to conduct in-depth analysis of the integral marketing environment;using case analysis and interview method in the practical research,points out the existing issue of integral marketing plan of F Airlines and proposes solutions.The main achievements of this paper are as follows: To take invalidation rate as a key indicator of judging the effect of F Airlines' integral marketing by members' tier,further analyze the reason of the high rate,and finally draw the conclusion that F Airlines integral marketing has not played the most important role in it;To think and propose the standard of judging an airline integral marketing plan.Then take F Airlines as an example,with existing problems,evaluate F airlines' integral marketing plan in accordance with this standard,and propose solutions.This paper points out that the integrals in F airlines' integral marketing plan are short of mobility,with the reason that the capacity of entrance and exit does not match.Hence,it is necessary to take following measures(1)improve the integral entrance channel,expand the accrual products;(2)open redemption restrictions and eliminate redemption barriers;(3)extend current industrial chain and enlarge exit of integral.Based on above analysis,it aims to provide reference for the future development of integral marketing plan of F airlines and the study of integral marketing plan of other related industrial chain.