摘要
积分联盟作为重要的关系营销手段逐渐成为营销领域的热点,但如何在多赢的基础上强化其预期作用是企业决定是否加入积分联盟和如何选择盟主企业的关键问题。针对国内航空公司相继加入国际航空联盟的事实,本文选择南航加入天合联盟为例,采用单案例研究方法,包括实地访谈和二手资料的收集,最后得出:(1)中国航空公司加入航空联盟的动因是航空市场的激烈竞争与国内航空公司自身管理和服务水平的亟待提高。(2)中国航空公司选择航空联盟的依据主要是航线之间的互补性和加盟前与已有联盟企业的良好合作关系。(3)中国航空公司加入航空联盟能迅速扩大其国际、国内市场,降低成本,增加收入并伴随着管理水平和服务水平的大幅度提高。
Loyalty program partnership as an important relationship marketing instrument has become one of the hotspots in marketing research. However, the key as to whether a firm will join the loyalty program partnership and how to choose the core enterprise lies in how to reinforce the expected effects and to achieve the multi-win. In view of the fact that domestic airlines have joined the international airline alliances one after another, this paper chooses China Southern airlines as an example, and uses single case study, including interviews and secondary data collection. It is concluded that： （1）The motive of China airlines joining the airline alliances is the fierce competition in the aviation market. Their management and service level must be improved. （2）China airlines＇ selection of alliances is mainly based on the complementarity among routes and the mutual cooperation before joining. （3）China airlines rapidly expand international and domestic markets, reduce costs and increase revenues and in the meanwhile, the management level and service level rise substantially.
出处
《管理案例研究与评论》
2011年第6期459-467,共9页
Journal of Management Case Studies
基金
国家自然科学基金(71002102
71172133)
陕西省教育厅基金(08JK082
2010JK141)
陕西省普通高等学校哲学社会科学特色学科建设项目
西安工业大学科研创新团队建设计划
关键词
积分联盟
关系营销
航空联盟
案例研究
loyalty program partnership relationship marketing
airline alliance
case study
