Research On Service Marketing Strategy Of S Airlines Company

Nowadays,the ticket itself has become a highly standardized product.In order to avoid falling into the quagmire of homogenization competition,the trend of airline service productization and customization is becoming more and more obvious,coupled with the upgrade of passenger service demand and habits under the mobile Internet wave.The focus of civil aviation services has gradually extended from the cabin and ground services to the front end of the ticket.In the new market environment and corporate appeals,the civil aviation call center is no longer simply providing consulting services for passengers.Its responsibilities have gradually extended from service guarantee to service marketing.As the company’s only telephone direct sales service guarantee platform,in addition to ticket sales,it also needs to provide marketing protection for upstream and downstream products and services.It is an important part of the company’s service marketing products and plays an important role in promoting the company’s service marketing transformation.The pure air and ground human-to-human service contact experience can no longer meet the needs of today’s customers’ multi-experience needs,and the public’s participation in service interaction is becoming more and more demanding.A comprehensive call center with multimedia access form is provided to provide passengers with a comprehensive call center.A comprehensive and comprehensive marketing service platform has become the focus of customer service efforts of airlines.With the repositioning of service marketing work by S Airlines,S Air Call Center should break the original cost center positioning as soon as possible.Tap the value of itself,adapt to the changing trend of the market,and transform from "service" to "service marketing".Based on the core theory of service marketing,this paper first analyzes the competition of domestic civil aviation and civil aviation call industry,and expounds the necessity of call center to carry out service marketing transformation.Secondly,combined with the process of service marketing integration of the company,it is subdivided from the market.Start with the market choices and clarify the important position of the call center in the service marketing integration strategy.Through the analysis of 7P elements of service marketing,combining theory with practice,it analyzes the challenges and opportunities encountered by S-Air Call Center in service marketing transformation.Explore the call center 7P service marketing portfolio strategy improvement recommendations.The research results will enable enterprises to further understand the importance of service marketing,help enterprises to establish innovative service models,use advanced call center technology,focus on service marketing,and build a comprehensive customer service center that adapts to the new development of aviation industry.To help the company build a new ecosystem of "service marketing".