demand a minimum level of demand for the core outward gradually deferred to start from the airlines to meet those needs can judge the competitiveness of the airline. Under the age of the customer economy, good or excellent airline must be able to meet the needs of different types of customer value airline, travel solutions provide customers become customers easy contacts, favorite airlines. Some large global benchmark for airline analysis and research show that some good airlines have begun to try to focus on different types of customer value needs to carry out the transformation. One can meet customer demand for travel value airline will be the traditional airlines to more challenges and requirements, which requires that the airlines have to integrate and control the ability to meet the demand for customer value chain links and the value of point, require airlines to have the right the whole process value of the customer product design and service experience to improve the ability to require airlines to have adequate and flexible response capability of the rapid variability and diversity of customer needs.
trends, promotion to the Red Sea, how to innovate?
with the social media era comprehensive approaching, many companies have contacts to join the social media marketing force is already an inevitable trend. However, Peking University president Ban network marketing expert Liu Dongming teacher said that enterprises are facing a potentially dangerous social media to publish the information fast and controllable, if you do not timely and correct handling, the company's reputation will suffer serious blow. According to the World Economic Forum on 132 of the world's leading multinational joint survey: corporate reputation has been more than financial results as an important indicator to measure business success. This means that sometimes the reputation management is more important than performance!
trend of seven, the information revolution, innovative catalytic converters
marketing is to move the hearts of consumers, Peking University president Ban network marketing expert Liu Dongming teacher said, the complete database can give passengers a more personalized service, the membership allows visitors direct benefit. Three theoretical basis of membership marketing: first, to retain an old customer cost roughly equivalent to winning a new customer costs 1/5; and old customers than new customers is easier to carry out marketing activities, enterprise products, services accept a higher degree; third, 80% of corporate profits from 20 percent of its customers. Haier CEO Zhang said, Database marketing is an effective means to win customer loyalty.
Now, customers use the Internet can be very convenient to seek inquiries, judge, compare, and choose from those suppliers to meet their real needs, and eventually the implementation of procurement behavior. This feature gives the customer the right to an unprecedented, also gave never faced the pressure of the supplier.
regardless of how the propaganda purposes of the JetBlue obviously has reached the overnight occupation of the social media network. China's aviation industry's future needs, it is also similar to JetBlue
marketing phase in 2007-2012, Air China is divided into direct product system, rationalize the various service processes and the establishment of marketing management and control model of three parts, both of which require the IT department in-house depth rationalization of the system, as well as in-depth analysis of sales from all channels. Which will involve domestic and international sites, domestic and international call centers, frequent flyer systems integration, and the eventual establishment of the Air unified customer relationship database, and finally to the Air roots in the passenger needs to lay the foundation, and a beautiful and smooth customer experience.
why the same is the Three Gorges on the 5th of 2000 yuan cheaper? From East Star Group launched unprecedented cheaper, but also the impact of a low-cost tourism market.
airlines strategic transformation,abercrombie, it is not difficult to speculate, domestic airlines in the implementation of the strategy and implementation of the strategy change, including the organization, performance, process and culture. Within the domestic airlines, a new web-based contribution to the new evaluation system is being established e-commerce and other emerging strategic indicators began to occupy an increasingly important position.
trend of five, the entrance of the war, the search engines is still the darling
JetBlue did not disclose the financial performance of this promotion, but in view of JetBlue suddenly shorten the period of a pass rush to buy, only within a limited date can imagine the enthusiasm of consumers and demand more than their expectations.
for many online ticket industry enterprises, not only have a few profit margins, but also its long-term development to a certain extent. For the period of the king, if the online ticket service provider for consumers more value-added services and high-quality user experience compared to the previous low-price competition, will also be effective to increase user stickiness. Peking University, class president, network marketing expert Liu Dongming, the teacher mentioned in the next four years, the revenue structure of the online travel market in China, the proportion of ticket revenue will continue to slight decrease; a corresponding growth in the proportion of revenues for reservations and vacation, which also indicates that the type of multi-product, integrated services covering the online travel industry overall development trend.
trends, video marketing, create a huge emerging market
As AirAsia's CEO Aziz Othman, Lenny said, social media has powerful features to achieve a more positive brand interaction with customers and lower costs, improve customer loyalty and even frequent flyer program.
Southern and Air China quite a bit similar. 2009 since China Southern Airlines has been carrying out internal IT systems integration, and re-engineering of customer profiles, the core database, the original information in the frequent flyer files, high-end passenger files as well as B2C online sales management departments unify in order to establish a unified customer relationship management.
ancient times, the aviation industry there is a great change for distance, time, speed, and network industry over the past decade developed the traditional aviation industry into the fast operation of the new track .
trend, the long tail, crowdsourcing to social media, social media marketing heat up
this highly sensitive, must take full advantage of the huge potential of social media, seize the opportunity and continue to launch innovative branding campaign to win in order to maximize the wider potential customer, in the fierce competition to win.
unusually large number of sites
JetBlue, which is in the pursuit of long-term interests. JetBlue spokesman BryanBaldwin said, we lost profits, but we see the excitement of the people and sensational effect, JetBlue's web traffic has increased by seven times.
ANA is Japan and the Asia's largest airlines, hand in hand to expand its market share in China, All Nippon Airways and China Merchants Bank, the introduction of the Chinese territory's first foreign airline branded credit card - All Nippon Airways credit card. This is a VISA Gold credit card tailored for high-end business people, not only adhering to the many advantages of the China Merchants Bank credit card, the more the user to provide superior service to ANA Mileage Club mileage reward. Moreover, the ANA credit card payment shopping, dining and other consumer can also accumulate mileage. Moreover, during the promotional period, new members also receive mileage of 5,000 miles and other benefits.
social networking era, crowdsourcing long tail to become a reality, social media so that the power of the long tail of the full release of the new one marketing revolution is to break out. Old Peking University president Ban network marketing expert Liu Dongming, the use of social media-related marketing activities, combined with interesting and innovative interactive creative, can effectively stimulate consumer initiative dissemination and wider participation, the formation of the virus in a relatively short period of time diffusion, to maximize the information transfer. Interactive communication process can be appropriately brand and product soft implant, so that consumers in the play process more clear understanding of product information and experience the brand, two-way interaction between brand and consumer.
trends, customer service, innovation, and find the customers' needs pyramid
in the customer economy era, the airline has begun to change their strategic positioning, re-providing customers with value added, have taken in response to the reform measures in other aspects of its organizational structure, process design and performance assessment. In airline information technology transformation process, the information is untrue, not timely, inadequate may be the most important challenges, information must be from the source to obtain a one-time. The reality of the domestic airlines to achieve a one-time access to information from the source, also requires airlines to convince letter of China Airlines, air traffic control, airport information, information technology co-operation and support of associated partner companies in order to perfect to be achieved.
acquisition of attractions, founder of the travel agency to buy the tourist bus and the creation of airlines, this series of investment can provide one-stop service for tourists to consolidate resources, reduce procurement costs for travel agents in the East Star Group, so that tourism prices fell a lot. It is understood that the East Star Airlines, East Star Group opened on October 29 Wuhan - Hangzhou route, at the same time, the East Star Group in Hubei also has 7 travel agencies and 400 tour bus. East Star Group of Hubei Zhongxiang, Shennongjia scenic spot has operations and development rights. In the the Zhongxiang Jing district, East Star Group there are two five-star hotel under construction opened. These resources allow the promotion of the East Star Group's own tourism products to the opening of city routes in the most favorable price.
trends, database marketing,, membership promotion
Air New Zealand launched the Up as a New Zealand travel, cartoon image Rico and many big stars lying on the topic from each other's travel experience, to the charming scenery of the North and South Island of New Zealand, and even their feelings career, and have everything Tan, attracted a large number of acne onlookers, virtually will be Air New Zealand influence spread out. As Mike Todd (MikeTod), Air New Zealand global marketing general manager, said, is a huge emerging market!
JetBlue this In to SethMiller example, he planned the September 11, 2008 10:00 am to September 13 morning, 10 points within 60 hours, and then returned to New York to Las Vegas from New York to Ponce, Puerto Rico, Long Beach, California, and then to Portland, Oregon; back to Long Beach to Chicago; returned to New York flight to Aguadilla, Puerto Rico - the last to return to New York. Yes, Miller within these 60 hours flying in the sky for a moment did not idle, the saddest thing is that he will be twice sent to the Caribbean, but almost could not leave the airport. IT industry consultant admitted that he was crazy, he just want to enjoy the feeling sitting on the plane and the airport leisure.
veteran of the air travel: 3 years, 40 percent of the tickets will be sold via the Internet. Following the ticket electronic ticket B2C online sales will be a trend in the next few years, which means that China's civil aviation industry must be actively marketing innovation to meet the immediate opportunities and challenges. Air starting from vertical search marketing, because the search engines to airlines revenues grew 300 percent in the past two years, but also the number of vertical search engines
now, simply open the computer, visit the airline website or a portal, flight inquiries, ticket,burberry, e-ticket booking, online handle check-in and other services will be at your fingertips, all kinds of promotional programs and The discounted tickets panoramic view. You can also enroll through the online members of the airlines, enjoy a series of distinguished service.
aviation enterprises, especially the promotion of foreign enterprises in China of more than one billion people of the world's largest market, is not a The easy thing, first and foremost is to lock the target population and their most frequent contact with the media, do a good job database.
Peking University president Ban network marketing expert Liu Dongming teacher JetBlue promotion is valid depends in the end is what people buy a pass. From the time, Labor Day, Thanksgiving Day, aviation and off-season, and JetBlue allow more people to take the flight, the approximate cost one-third of fuel costs. Accounts for a large proportion of the service fee is fixed regardless of aircraft sitting on the 10 passengers or 100, need so many pilots and attendants. But on the other hand,mercurial vapor, if a buyer passes the majority of business travelers, they may have had to spend thousands of dollars, JetBlue promotion is probably counter-productive.
JetBlue's clout lies in the buffet is delicious and perfect. If you travel through the international flights to the Dominican for example, you need the extra tax payment of $ 134. 56 destinations with exotic tourist destination, in addition to the Caribbean, only be regarded as the tourist city of Bogota, but there is not really heaven. Las Vegas, New Orleans, Los Angeles, more attractive, but you need to be painful to plan a good trip. Crazy like Miller this flight we must stop to do with the New York transit station.
foreign enterprises success stories show that in the customer economy era, the change must not only be a matter of company survival. Peking University president Ban network marketing expert Liu Dongming teacher pointed out that in the client's economic times, companies must innovate and change, in order to meet more and more critical to the decision and choice is growing a new generation of customer needs.
, the Chinese aviation enterprises are facing internal and external environment is undergoing tremendous changes, resulting in one of the biggest factors for these changes is The emergence of the Internet, and the resulting new customer economy era. Respond to these significant changes, the airline only initiative to change, innovative marketing to be able to continue to create value for our customers to create customer information or the information revolution, the airlines change the catalytic converters and enabler of innovative.
Peking University president Ban network marketing expert Liu Dongming teacher, along with vertical search and web2.0 features travel vertical search of a natural advantage.
, we must need to learn the how to do a network crisis early warning and public relations, social media into our firewall, the lander and lubricants, rather than detonators. In this regard, JetBlue is the use of responsibility (Shoulderthematter), sincere communication (Sincerity), speed (Speed), the system is running (System), the authority confirmed (Standard) 5S principles, success will be February crisis
now, a change in the past, take the cruise tour the Three Gorges trip, Hangzhou can also direct flights to Wuhan to visit the Three Gorges Dam in Yichang, West Gap Ridge, but also to have a This tour of the Three Gorges cruise tour experience of the Three Gorges, but adds many new attraction, the key is its price, the Three Gorges five-day tour only 1480 yuan, cheaper than the regular tour of the Three Gorges full 2000 yuan.
JetBlue launched a $ 599 do not even have seat restrictions. But passengers must be three days before departure, booking, change the date within three days of departure date or cancellation of flights required to pay the $ 100 fee.
network has long been a people to check their flight, select the travel line, the preferred media. Therefore, through the network to accurately hit a majority of the target population is for airlines to develop effective and efficient manner of the Chinese market. American Airlines pioneered the exit mechanism for e-mail marketing NetSAAver its subscribers a week will receive a very short notice to the top, you can get discount airline tickets using this secret weapon, NetSAAver subscription customers soared from 20,000 to more than 100 million, ticket sales reach six figures, which is unprecedented in the airline.
trend, with a network of public relations crisis, the crisis for the help
the airline as a tourist transport service enterprises, and its reputation is not be ignored! American Airlines had a crisis management manual, which has a first scene of the accident to reach people, to have a bucket of white paint to carry in his hand, in the airline's logo as much as possible obliterate. What does that mean? For example, an airline crash occurred, and live news photographers lens where the world's television screens will appear within 24 hours the company's logo, you want the company's aircraft will be how many people ride?
According to statistics, in June 2011 Chinese online video continues the steady growth of the number of users reached 301 million users was 62.1% . The video social network media has a profound impact on people's lives. Peking University president Ban network marketing expert Liu Dongming teacher said, many airline companies have noted the influence of online video.
JetBlue is indeed called a beautiful time, this crazy promotion 100 million followers on Twitter News viral and automatically spread to at least 12 well-known websites and blogs. Also formed a group of adventure, What is more, JoeDiNardo and friends scheduled within 12 days of the 19 flight plan, he said that to discuss these 12 days is the boss only to do the work remotely, if the boss does not give him a holiday, he would resign.
2009, stand out from hundreds of entries cases, in one fell swoop won the iResearch 2008-2009 Search Engine Marketing Best Performance Marketing Award Bold innovation in network marketing as the boss of the Chinese aviation industry, Air China be able to test the water for success, which really made the brand marketing innovation to navigate the brands of fast moving consumer goods, automotive, electronics and other industries by surprise. For the siren song of the Air in the field of vertical search engine marketing, Air China e-commerce marketing manager, Miss Zhao Dongyun said: , but also enhance the effectiveness of the Air China website Product, brings more value for consumers and businesses.
the past need to provide services, or only at the airport or to apply for cabin service, due to the intervention of the network, all of a sudden pushed in front of the customer. This is the power of the network.
Today, the aviation industry highly competitive, a variety of promotional innovation means turned out. JetBlue (JetBlueAirways) had been in the promotion, the cutting edge of innovation.
is no doubt that regardless of what kind of customer to meet its space displacement of the demand for services is always the airlines exist at least that is the most basic customer needs, can be regarded as the aviation customer needs bottom of the pyramid of needs. Research and analysis show that different types of customers for the different needs of different airlines, and also showing a new demand characteristics in the Customer Economy. For the individual, before making a final act, he will be in cyberspace search, query, compare airline routes to meet their travel needs and flight time, price comparisons, he also needs its upcoming trip destination city, destination and departure airports for more information to understand, and sometimes he needs its travel related to hotel accommodation, car rental, and other procurement requirements, and even his will to its intended machine for the selected airlines type information, cabin layout, seating facilities, airlines information, airport information, airport traffic conditions, route information query understanding, he also may have more demand. Customers are no longer simply stay on the purchase of air tickets for spatial displacement demand, he needs to complete travel solutions. So he will be inclined to select those suppliers able to meet all of the above-mentioned travel solution. Of course, such a perfect supplier in China, it has not yet appeared, so customers on the Internet by different vendors to be combined to achieve the satisfaction of their needs.
trend ten, air travel bundle
iResearch report notes that China's online travel market size of transactions in 2010 reached 103.74 billion yuan, an increase of 58.0%, showed a trend of rapid growth. Chinese online travel market deal size over the next four years will continue to maintain high growth, the growth rate was maintained at about 45% is expected by 2014, China's online travel market transactions will reach 451.63 billion yuan. In the proportion of revenues of all online travel products has remained at 40% ~ 50% of ticket services, and its huge market size and broad space for development, to attract a number of enterprises have set foot, intense competition in the market is self-evident.
East Star Airlines has opened in Wuhan to Guangzhou, Shenzhen, Haikou, Xi'an, Guilin, Shenyang, Nanjing, Hangzhou and other routes, plus the advantage of the East Star Group Travel Group, which makes these cities visitors alike can enjoy the special offer package prices to visit the attractions of Hubei, visit the Three Gorges scenery. Wuhan local people can have tasted the sweetness of this Wuhan, Xi'an Flying day tour offer for 1299 yuan, Xi'an, Hukou, Yan'an Flying five-day tour price of 1599 yuan, Putuo Mountain, Fenghua, Ningbo, Hangzhou Flying 4th tour, quotes 1499 yuan than the train mission 200 yuan cheaper. It is understood that such preferential prices every day to attract 40-60 Wuhan tourists take the East Star Airlines flights to Hangzhou to play, launched in Hangzhou, low-cost Three Gorges tour is also bound to be attracted to Hangzhou to play in Hubei tourists each other, the formation of the two streams. , Peking University president Ban network marketing expert Liu Dongming teacher said, Marketing on the same promising.
Canadian musician DaveCarroll song more than 5 million hits in Youtube. Carroll produced this song and upload it to the network on the original intention was to protest against the United damaged goods and refused to compensate the carrier him a guitar. This event for the entire air transport industry have felt the power of social media and learned a valuable lesson. Some airlines to respond to this trend, have been involved in the social media team.
domestic tickets online booking, sales and other services, not only of many single engaged in ticket service features website also include a lot of the Internet industry According to iResearch's latest release, The online travel sites accounted for 90% market share, oligopoly posture, a short period of time is more difficult to break this pattern.
airlines how information technology changes? Peking University president Ban network marketing expert Liu Dongming teacher pointed out first of all, the airline currently the main challenge is to create customers, to meet customer needs and to improve efficiency and reduce costs, airlines to perspective shift from internal to external customers to the full collection, aggregation, integrated customer information from various sources, it is recommended that a unified view of customer data, based on customer behavior analysis to further segment customer groups, the study and understanding of customer behavior and purchasing behavior. To achieve the transformation of customer-oriented perspective, airlines are required to establish a unified view of the customer-based enterprise-level customer relationship management information system, the system can be marketing, sales and after-sales service in the passenger level to achieve a unified information exchange,, information to be consolidated as well as information sharing services process consistency, while reducing company costs and improve customer satisfaction, especially in the airline frequent flyer customer loyalty, improve the company's level of income.
Second, from the reality, the three major domestic airlines have the mode of operation of the airline's transition from the traditional linear mode of operation for the network hub operating mode, the domestic high-level of the three aircraft on different occasions defined the mission and goals of aviation from the air carriers to the integrated service provider to make the transformation.
trend of six, the online travel market, the proportion of aviation electronic commerce to increase
When I leave this world , you watched me leave you by my side , I can happily go to Paradise Travel . So , in any case do not forget , I have always loved you .