Research On Relationship Marketing Strategy In VIP Business Travel Card Of XIYA Airlines

With the increasing competition,the core of modern service industry changes to be user centered,how to attract users through relationship marketing strategy,and then improve the user service level of aviation business travel service industry,improve customer satisfaction and loyalty,has become an urgent problem to be solved.Based on the theory of relationship marketing,this paper studies the relationship marketing strategy of VIP card Xi’an Xiya aviation business Co.,Ltd.On the basis of reviewing the research status of relationship marketing and customer relationship management in business travel service industry at home and abroad,this paper first analyzes the current situation of relationship marketing of XIYA Airlines business travel VIP card,and clarifies its enterprise profile,external environment,competitors,market positioning and segmentation,product positioning,business performance,customer management and other aspects.Secondly,with the method of customer questionnaire survey and expert interview,this paper analyzes the problems and the causes of the relationship marketing of VIP card of XIYA Airlines from four aspects of 4R relationship marketing theory,and finds that there are some problems in the relationship marketing of VIP card of XIYA Airlines,such as the lack of effectiveness and initiative in customer Association,the lack of standardization in complaint supervision and handling,the lack of professionalism in customer service and relationship handling,and the lack of product quality And service value can not meet the actual needs of customers.The reasons behind these problems lie in the changes of industry policies and human resource environment;the lack of attention to the optimization of marketing strategy within the company;the prominent problems of relationship marketing related management mechanism.Then,in view of the above problems,this paper puts forward the optimization scheme of the relationship marketing strategy of XIYA Airlines,and comprehensively improves and perfects the relationship marketing strategy of the VIP card of XIYA Airlines from the four aspects of association,reaction,relationship and reward.Finally,the paper draws the following conclusions:first,the development of business travel service enterprises cannot do without relationship marketing;second,relationship marketing can provide business travel service enterprises with products more in line with customer needs;third,the optimization of 4R relationship marketing strategy is the inevitable choice for business travel service enterprises to improve customer loyalty;fourth,the effective combination of STP strategy and 4R relationship marketing strategy can provide 4R relationship marketing with more benefits Marketing strategy to provide more accurate improvement.The research of this paper puts forward specific management suggestions for the relationship marketing of VIP card of XIYA Airlines,and has a positive practical significance for the customer relationship management of domestic business travel service industry.