Air China Customer Service Marketing Strategy Optimization

As customer's request becomes more and stricter, also with the trend to be diversified, that no supplier can satisfy all request from all customers. Meanwhile, contribution ratio from each customer is different to airlines. Who is the real VIP for the airlines?We learned from the famous"Eighty-Twenty Rule", we learned that it's also not infrequent in civil aviation industry that incomes and profits of enterprises are gained from customers who are minority in the whole customers'part. In many businesses, we find this, under most circumstances, 80% of supplier's marketing cost expended on customers who make only 20% to profit, while 20% of the marketing sources are left to customers made 80% to the profit. Promotion activities of most suppliers only affected those disloyal customers who are more sensitive to the price, and no gift has been give to those long-term customers who made contribution for suppliers continuously. In this way, not only the precious marketing sources were wasted, but injuries were made to satisfaction and loyalty from those long-term customers. Before long, it will erode supplier's market basis, and made supplier lost their competitive advantage in future market. Therefore, judgment of the real VIP is not customer's number or enterprises'strength, but the contribution ratio to the supplier. If one customer rated big parts in supplier's sales profit, he should be respected as VIP, even his company dimension is not bigger than others. This rule is also applicable to airlines, and it's so important to identify the real VIP correctively.The thesis described present status and future trend in domestic and international civil aviation market at the first part, and simply introduced present situation of International Airlines. On this basis, the thesis clarified and analyzed via SWOT the four key factors which influenced airlines'operation environment, meanwhile, discussed the future affection from these four factors and the subsequent responding measures. Then the thesis analyzed main problems existing in VIP marketing of International Airlines, oriented on its strategy of distribution, promotion, service and sales channel. On the basis of mastery over present situation of VIP marketing of International Airlines, referenced VIP relationship development model, the thesis presented VIP Marketing Strategy for International Airlines, from following aspects: establishment of long-term VIP marketing strategy theory in the airlines, objective and practical approaches, building organization structure, optimization over sales channel and service promotion strategy.The thesis uses VIP Marketing Strategy of International Airlines as research objective, with attention the associated theory, described how International Airlines can optimize VIP service marketing strategy combined with VIP relationship development model. The associated consideration, method and process have practical reference significance to other domestic aviation enterprises.