Research On The Value Enhancement Of Ruili Airlines' Additional Services

With the competition of air transport industry has intensified and markets become saturated,the traditional point-to-point basic transportation service has been unable to meet the air travel demand of most passengers.While developing its main business,the company will continue to set up all kinds of businesses to meet the needs of adding additional money.In order to meet the diversify demands in airline traffic and rich passenger’s traveling experiences,some airlines are starting to offer additional services such as Optional Pay Seat,In-Flight Meal Order,Baggage Charge.However,there is also a lack of systematic research in this area about how to improve the attach qualities of service in delivering customers’ satisfaction.In this paper,with the basic situation and development of additional service at home and abroad,select the RUILI Airlines and it is additional services as the object,study how to systematized develop it.This paper is divided into six chapters.First,this paper introduced the background of the research projects,the purpose of the study and its significance,main contents,research ideas and research methods.Secondly,the paper presents comprehensive analysis of the basic situation and development of RUILI Airlines and it is additional services,and finds out the problems of additional services of RUILI Airlines.Next,the paper analyzes the RUILI Airlines by SWOT Analysis and its additional services by Michael Porter’s Five Forces Model,and presents the additional services strategy of the RUILI Airlines.In the end,according to the analysis results puts forward countermeasure and suggestion and the guarantee for improving quality of additional services.Through the research,this paper draws the following conclusions:First,affected by industry competition environment and the policy,the development of the RUILI Airlines additional services started relatively late.Lack of awareness of the importance of additional services,and weak implementation.Due to the impact of fuel cost and lack of capital,RUILI Airlines has limited investment in additional services.RUILI Airlines additional services without sales channels and system support.Secondly,based on the existing problems in RUILI Airlines additional services,this paper systematically puts forward the value promotion strategies of RUILI Airlines additional services: frequent flight passenger and monetization;multi-level product portfolio to meet personalized travel needs;We will deepen differentiated services and develop travel experiences with national characteristics.In addition,in the formulation and selection of RUILI Airlines value promotoin strategies for additional services,this paper,through quantitative analysis,concludes that the technical solution of additional service sales based on the Electronic Miscellaneous Document of civil aviation standard is adopted for the development of additional services.Third,This paper puts forward the countermeasures and Suggestions for the improvement of the additional service value of RUILI Airlines and the implementation guarantee,to ensure the systematization and standardization of additional service business of RUILI Airlines.