The Innovation Strategy Of Cabin Service Research Of H Airlines

The innovation of cabin service is a process of service improvement based on customer needs.It is an important way of obtaining competitive strength for airlines companies.Also it is an indispensable method of branding for airlines companies.Today almost every airlines company is influenced by the economic changes from the world,not to mention land transportation,high-speed rail,sea transportation,and the limited capacity of civil aviation influences airlines companies’ profits.Civil aviation’s traveler structure has become more popular,more characteristic,more diversified.These factors show that service innovation plays a noteworthy role in civil aviation industry’s differentiation competitive strategy.Driven by cabin service innovation,the cabin service model is facing continuous upgrade,from high quality flight service to integrated service solution consisting of product,process,personalized service,further to service experience which can generate emotional resonance.Following “Guiding Advice on Supporting the Further Reform and Open Up in Hainan Province” published by the Central Committee of the Communist Party of China and the State Council,we can see a series of preferential policies will bring new opportunities to Hainan Province’s civil aviation industry.Concerning external macro environment and internal cash flow crisis toward H airlines company,this article will analyze the current situation around H airlines company’s cabin service innovation and will point out that new policy,new technology,new concept related cabin service innovation is now comparatively insufficient.Moreover,this article will explore root causes from both external and internal angles.That is,cabin service innovation is not built,implemented from top to bottom,is not featured with differentiated core value of brand culture,has not met the law of customer-driven,has not formed an organic internal coordination.By utilizing service innovation theory and methodology,this article will combine field research and questionnaire to bring forward the meaning of cabin service innovation toward H airlines company,also bring forward improvement suggestions.Focusing on above tasks,this article will suggest an improvement strategy called “To establish a cabin service innovation driven strategy,to define core value of company brand,to form cabin service innovation mechanism,to develop cabin service projects”.With above strategy,this article aims to suggest an innovative model for company’s competitive strength and profitability.Through the design and assessment of quantitative index,we can verify brand value and the effect of customer experience better,so as to improve more profits for company.