7-FFp.pptVIP

Chapter 7 Frequent Flyer Programmes 常旅客系统 FFP常旅客系统 Designed to achieve customer loyalty or to retain the airline’s best customers 目的是培养顾客的忠诚度或留住航空公司最佳顾客 Started in the U.S. in the 1980’s and now used by all major airlines 起源于八十年代的美国，现在被大多数航空公司使用 Have generally been accepted internationally as competitive strategy 作为一种竞争策略被国际上广泛接受 Can be used either in an offensive or defensive role 不论是进攻或者是防御策略都适用 FFP Strategic objectives:战略目标 establish customer behavior profiles on “best customers 建立以最佳顾客为榜样的顾客行为模式 develop band loyalty 发展顾客忠诚度 target passengers in key markets and passenger segments 选择主要市场和航段中的乘客作为目标群 develop ongoing communications medium 发展持续交流媒介 FFP Tactical issues:战术问题 can be used as a marketing tool other than price 比价格战更适宜采用的一种营销手段 helps control demand in the short term 短期内有助于控制需求 makes specific information available to members 使常旅客获得特殊信息 provides ability to incentivise individual passengers 激励散客的手段 BENEFITS OF FFP常旅客带来的利益 Identifies individual “best” customers 区分散客中的最佳顾客 Improves communications with customers 增进与顾客的交流 Develops personal relationships with high value customers 发展与高价值顾客的私人关系 Brings focus to long-term relationship rather than individual transaction 建立长期商业关系而不是单个交易 BENEFITS OF FFP Rewards customer loyalty 奖励忠诚的顾客 More cost effective than media advertising 比报刊等宣传工具上的广告更有效果 More specifically targeted than price-based discount strategy 比价格折扣策略更有针对性 3 KEY ELEMENTS OF FFP常旅客的三个关键因素 Tracking system 常旅客追踪系统 Reward structures 奖励机制 Member communications 会员交流机制 TRACKING SYSTEM追踪系统 Segment based 以航段为基础 Mileage based 以里程为基础 Value based 以价值为基础 TRACKING SYSTEM追踪系统 Segment based:以航段为基础 members qualify for the program benefits on the basis of the number of segments flown in a specific period of time 如果会员在规定时间内累积飞行了一定航段数，就能享有该计划的优惠 process is simple and easy for the customer to understand 整个操作过程容易被乘客理解 provides limited customer data 提供有限的顾客数据 TRACKING SYSTEM追踪系统 Mileage base