Study On The Relationship Between Service Recovery And Customer Post Satisfaction Based On Customer Complaints

With the continuous boom of China's domestic economy, great development has been achieved in domestic civil aviation transportation industry by the recent years. By the end of 2006, China, after U.S.A, has ranked at the Top 2 among civil aviation memberships in terms of total turnover of air transportation. The quantity of all passengers has amounted to 160 million. Domestic main line transportation market has become mature. Due to the increasingly fierce competition among three major airlines groups, newly-established medium and small airlines companies focus on regional aviation transportation to win more market share. Recently domestic regional aviation transportation has relatively small proportion in the whole air transportation and it develops in regional unbalance. Therefore, China has promulgated a series of policies to stir up the development of regional aviation transportation, to improve the traffic and transportation conditions within some regions, to make aviation transportation benefit more consumers, and to meet the social demand for sake of convenience, comfort and efficiency, which is conductive to improve people's living quality as well as to establish a moderately comfortable society in all-rounded aspects.Northeastern Airlines was founded in June 2007 based on modern enterprise system. It, as the first regional airlines in the Northeast, is a legal entity with normative corporate management structure. With the steady increase of main business, Northeastern Airlines, facing favorable developing opportunities and fierce market competition, needs timely analysis and researches on both internal and external environment to make clear its own strength and weakness, to formulate prompt pragmatic and feasible marketing strategies and to realize its sustainable, healthy and stable development.Trough analyzing the Northeastern Airlines from different layers of its external environment to internal resources and making researches on regional marketing strategies and its implementation, this essay brings out the significance of making marketing strategies on regional aviation of Northeastern Airlines. In the part of analysis, this essay emphasizes the studies on the influences on the development of regional market caused by external environment, corporate macro-environment, demand environment and competition environment of Northeastern Airlines, and summarizes its strength and weakness in terms of the internal resources. It discusses how the Northeastern Airlines makes its marketing portfolio according to its own demand on the basis of its regional transportation market segmentation and target markets. It also sets forth the implementation of marketing strategies of the Northeastern Airlines guaranteed by the intensity of production and operations, the implement of human resources management, the consummation of CRM system, the establishment of revenue management, and the construction of corporate culture.