Study On Enhancing Customer Value For Premium Lounge Service Of S Airlines

With the continuous deepening of the influence of Internet technology on traditional business forms,exploring new business models and value creation has become the focus of corporate and academic circles.As a traditional service company,airlines is faced with changes in the external market environment such as politics,economy,society,and technology,all of which have greatly impacted the existing business model,thereby leading to the urgency of digging deep into the potential for value creation.The outbreak in early 2020 made the aviation industry face an unprecedented and severe test in which Airlines must fully reduce costs and strive for maximum sales revenue.Each company and individual must become the main body that can create value(financial value and non-financial value).VIP lounges,which are defined as service venues and cost centers,are also in urgent need of transformation.It is required to create actual financial value,cover cost and expenditure,and solve current practical problems while finding ways to continuously enhance the value of customer service.This study takes the VIP lounge of S Airlines as the research object,analyzes the problems of the airline VIP lounge in enhancing the value of customer service through case studies,questionnaire,interviews and other methods.It proposes that under the new environment,airlines should break through traditional theoretical framework of services marketing and enhance the value of customer service in the VIP lounge with the holistic marketing strategy.The research shows that the multi-level and three-dimensional all-round marketing method by starting from the needs of customers,integrating internal and external conditions of enterprises,and breaking through the limitations of space and region,can not only contribute to the development of a single enterprise,but also promote the entire value creation ecosystem.The research can also provide a certain reference for corporate practices.Based on the holistic marketing theory,this thesis proposes specific suggestions and measures for S Airlines to enhance service value in terms of the three aspects of customer value,corporate internal core capabilities,and cooperative resource network when exploring value,creating value,and delivering value.Only by focusing on passengers,clarifying value proposition,reshaping marketing models,optimizingorganizational structure,transforming marketing thinking,and shouldering social responsibilities can we address the current existing problems,find out the future directions and target at the key changing points.The findings can not only help airlines solve the practical problems of stopping loss in time and creating revenue in the current fierce market environment,but also help airline VIP lounges find a way to seek service transformation and consolidate the core competitiveness of sustainable value creation,by providing innovative practice cases for service companies to formulate marketing strategies.