Research On Frequent Traveller Program Of HT Airline

With the rapid development of domestic aviation industry,the competition between domestic airlines has become increasingly fierce,and the competition situation has gradually shifted from price competition to product and customer competition.At present,most of the domestic airlines have launched their own frequent traveller plans to improve the stickiness and loyalty of passengers,enhance the customer management ability of airlines,and bring value to the improvement of the company’s operating efficiency.Compared with the mature airlines,HT airlines,as a small and late established airline,is facing a huge competitive pressure in the development process.At the same time,HT airlines also has many disadvantages in carrying out customer relationship management.It has not yet built its own frequent traveller system and can not effectively grasp customer needs and improve customer stickiness.However,HT airline is the only airline controlled by OTA in China.Its shareholder is Tongcheng tourism group.Tongcheng Yilong,a subsidiary of Tongcheng tourism group,is a well-known domestic tourism resource reservation platform for air tickets,train tickets,hotels and other tourism resources.By virtue of Tongcheng Yilong’s strong online traffic and marketing resources,it can develop frequent travellers’ meeting for HT airline Through the integration of resources,the two sides build a set of differentiated frequent traveller system.In this paper,the marketing theory,customer relationship management theory,corporate competitive strategy theory,airline frequent traveller related concepts and theories are combed,and the theoretical guidance for HT airline to develop frequent traveller is clarified.On the theoretical basis,through the analysis of the internal and external marketing environment of HT airlines and its own business data,the existing problems in the development process of HT airlines are obtained.Combined with the detailed analysis of the customer data of HT airlines,this paper sums up the target customer groups for the future development of HT airlines,and concludes the contract with Cheng Yilong resources to develop HT airlines’ own frequent traveller plans.Through the implementation of differentiated frequent traveller plans,it solves some problems currently encountered by HT Airlines,complies with the development trend of the market,and empowers the long-term development of HT airlines.At the same time,through the construction of the frequent traveller program integrating HT airlines and Yilong resources,it can provide certain reference and guidance for the innovation and development of the industry,and has certain practical value for the reform and innovation of the aviation industry.