Study On Design And Implementation Of Frequent-flier Incentive Policy In Airline S

Frequent flier program service is a diversified and personalized exclusive service provided by airlines for passengers with high frequency to optimize the effective supply of air passenger service.With the homogenization of airline hardware,airline network and service,frequent flyer program and its value-added services have become an important source of value potential for airline enterprises.Unlike the airline industry’s low margins,frequent-flier programs can evolve into faster-growing,higher-margin businesses.The research of frequent-flier policy can enhance the attraction of high-value passenger ecosystem and prolong the life cycle of high-value passenger consumption.This thesis takes the frequent-flier policy of S airlines,a subsidiary of X club,as an example.The purpose and significance of frequent-flier policy research are expounded by studying relevant theories in the industry.At the same time,its frequent passenger operation management chooses more mature airline--Delta airlines,as a benchmark enterprise,from current status of frequent fliers,customer group activity,customer group structure,member management mode,etc.This thesis studies the frequent flier points policy and incentive policy of S airlines,analyzes the advantages and disadvantages of the policy,and finds out its main problems.It also uses theories and methods such as big data,customer management and precision marketing to optimize it.Meanwhile,it proposes improvement schemes,evaluates the specific effects of the implementation of the optimization schemes,and promotes and applies them in the later frequent-flier marketing strategies.Finally,through the summary and prospect of this study,the author describes the reform direction and development trend of frequent fliers in the aviation industry in the future,provides theoretical and practical basis for the frequent flier operation and management of domestic airlines,and explores the innovative mode of consumer experience and consumption habit formation of passengers in China’s civil aviation industry.