Research On Precision Marketing Of China Sortnern Airlines Heilongjiang Branch

With the rapid development of information technology and the popularization of the Internet,e-commerce has begun to lead the new consumption pattern of the times.It also has gradually affected all aspects of people’s lives.Because of the rapidly merging with it,air transport industry has produced the new sales channel pattern transformation.With the fierce competition in the air transport market,every airline company has begun to transform its e-commerce model.China Southern Airlines is actively seeking the second transformation of aviation sales strategy in the market where opportunities and challenges coexist.With the on-line sales gradually weakened,precision marketing walk into the public’s vision.In recent years,the Heilongjiang Branch of China Southern Airlines has been focusing on passengers,taking the strategy of "DSS database plus precision marketing" as the medium,constantly optimizing the innovation process of value-added products,broadening the scope and mode of service,and building the precision marketing mode.Push forward the reform of sales mode and strive to provide better and comprehensive services for passengers.The traditional sales model has not been able to keep up with the development of e-commerce model.At the same time,the sales model of e-commerce has evolved from expanding the user group into the precise sales model.The most effective competitive advantage of precision marketing is its low cost,high income and visible incremental sales revenue.Based on the large database of China Southern Airlines,Precision marketing can help the company target customers with differentiated and personalized sales strategy of value-added products.Effectively enhance the competitiveness of the enterprise,to help China Southern Airlines ensure the industry position in the competition,and improve the value-added auxiliary income.This paper takes precision marketing of China Southern Heilongjiang Branch as the research object to explore the basic situation of precision marketing in the context of e-commerce.And focus on analyzing the problems in the precision marketing process of Heilongjiang Branch.Finally,combined with the specific situation of the company,it has a strong practical significance to put forward targeted strategies to improve precision marketing.