Strategies of Airlines in Service Marketing

Airlines also adopt different strategic plans in service marketing, and two domestic airlines (Air China and China Southern Airlines) also adopt different strategies respectively. The effectiveness of these policies is compared and analyzed through examples.

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One of Air China's service marketing strategies;

With China International Airlines Co., Ltd. (hereinafter referred to as "Air China") launching "leisure and holiday products for corporate customers" in Beijing, it marks the official start of a series of large-scale activities for Air China to give back to contracted customers!

In order to thank Air China's contracted customers for their long-term understanding of Air China, Air China officially launched the most affordable and distinctive series of tourism products "leisure and holiday products for corporate customers" in its North China marketing center. This series of products are mainly aimed at corporate customers and their relatives who have signed contracts with Air China. Take advantage of Air China's strong international and domestic route network, choose high-quality travel agencies as partners, and strive to make customers get an unprecedented good experience.

As early as the end of last year, Air China began a similar customer appreciation tour. Up to now, more than 400 thank-you tours have been organized in Britain, Japan, the Philippines, Taiwan Province Province, Thailand and other places, which have been well received by customers. On this basis, Air China decided to turn Customer Appreciation Tour into a long-term, series brand product, and constantly promote the refined development of customers' leisure and holiday products, and set up a special project team in Air China North China Marketing Center to promote this plan.

There are three differences between Air China's "leisure and holiday products for corporate customers" and the tourism products previously launched by Air China:

First of all, it is a long-term and planned thank-you product. In the past, most of Air China's reward tours for thanking customers were one-off and temporary, but this series of products started from June 5438+February this year, and there will be a series of products for customers to choose every month. In this way, Air China's leisure and holiday products for corporate customers will be a long-term and series of activities, which will package air tickets, hotels and tours into a complete product and provide it to contracted customers.

Secondly, Air China's "leisure and holiday products for corporate customers" include international and domestic tourist routes. It broke the previous model of single team and single route, and brought together various international and regional tourist routes and domestic routes. For example, the 8-day tour of Germany and Czech Republic launched this time is a very good response route. Not only the price is very favorable, but also customers have the opportunity to go deep into European towns and experience different exotic customs. The products of domestic routes, such as Jiuzhai Tour in Winter and Linzhi Tour in Tibet, are brand-new routes carefully designed by Air China employees after personal experience and collection of various information. I believe that customers will definitely have a new understanding and experience of Jiuzhai and Tibet in the past, and get different surprises.

The last difference is that all of Air China's "leisure and holiday products for corporate customers" will be promoted online through Air China official website. In the past, Air China's customers rewarded tourism products one by one by phone or SMS, which was not only inefficient, costly, but also not widely spread. On Air China official website, customers can not only browse Air China's "leisure and holiday products for corporate customers" on a unique page, but also register online conveniently and quickly.

One of the service marketing strategies of China Southern Airlines;

China Southern Pearl Club is a frequent flyer mileage award program of China Southern Airlines Co., Ltd. ... China Southern's five-star diamond sales service hotline 95539, as well as the Pearl Club on-site service center and frequent customer service sub-centers at major airports all over the country to provide perfect and convenient services for Pearl Club members. At present, Pearl Club members can not only accumulate and redeem miles on flights of China Southern Airlines, but also on flights of aviation partners such as Sichuan Airlines and China Airlines. With China Southern's accession to SkyTeam, members of China Southern Pearl Club can not only accumulate mileage when traveling on China Southern flights in China, but also easily gain access to SkyTeam's global route network by taking flights from other alliance member airlines (including Aeroflot, aero mexico, Air France, Alitalia, European Airlines, Czech Airlines, Delta Air Lines, KLM, Korean Airlines, Vietnam Airlines, Kenya Airways and Romanian Airlines). The accumulated mileage can be recorded in the upgrade mileage/flight segment of Pearl Elite members, so as to obtain elite membership more quickly. At the same time, numerous cross-industry cooperation also provides a broader mileage accumulation channel for Pearl members. Among them, Shangri-La Hotel Group, Marriott Hotel Group, Western Hotel Group, Intercontinental Hotel Group, Accor Hotel Group, Mandarin Oriental Hotel Group, Langham Hotel Group, Jinling Hotel Group, Garden Hotel, 7 Days Hotel Chain, China Mobile Communications, China Unicom, Guangdong Development Bank, China Bank Group, China Bank, Bank of Communications, China Merchants Bank, Industrial Bank, Shanghai Pudong Development Bank, Ctrip.com and Hertz Car Rental.