Research Of Value-Added Service Purchase Decision Of Civil Aviation Passengers Based On Customer Segmentation

With the rapid development of China’s economy,the consumption level of people is increasing and the demand for airline is also increasing.Therefore,the aviation consumption market is gradually expanding,especially the emergence of low-cost airlines,which improves the position of value-added service in the aviation enterprises.In recent years,the low-cost airlines increase gradually,many traditional airlines are also beginning to transform to model of “service charge”,and the revenue from value-added services is more and more,at the same time,the airlines can also improve customer value through improving value-added,therefore,how to improve customers’ value-added becomes focused on airlines.So this article uses the improved RFM-P model to imp lement customer segmentation,and then explores what factors can promote air passengers to buy value-added services in each category subdivided.The research object of this paper is a low-cost airline in China.Firstly,the article introduces the relevant research results of customer segmentation and factors affecting consumer purchasing decision,and explains the improvement content and reasons of RFM model,combined with consumer purchasing decision mode and The characteristics of aviation consumers,the factors influencing consumer purchasing decisions in the aviation market.Combined with the relevant literature,the hypothesis is defined and the variables involved in the study are defined,and then the influencing factor model is constructed.Then,this paper uses C-air customer order data and member information data to process and analyze by SPSS.Firstly,the client-type cluster analys is is carried out to obtain four types of air passengers,which are added from the perspective of personal characteristics and tra vel scene characteristics.The service purchase decision is analyzed,and the differences in the factors affecting the customer’s purchase decision are compared with different customer groups.Finally,some suggestions are made for the airline based on the analysis results.The customer segmentation method based on RFM-P model proposed in this paper can combine the performance of RFM-P in four aspects to explain the influencing factors of each type of user,so that the analysis results are more credible.In theory,the customer segmentation method proposed in this paper can provide some inspiration for the research of customer value-added,and link the basic product or service with value-added products or services.The analysis of the influencing factors in this paper shows that the ticket price is relative to the value-added service.The price has a certain impact,providing a new perspective for research on value-added service pricing.In practice,this study provides guidance and explanations for improving the value added of aviation customers.