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澳洲航空的客户管理分析-Customer Relationship Management in Qantas

论文作者:meisishow论文属性:作业 Assignment登出时间:2014-07-13编辑:meisishow点击率:11067

论文字数:3985论文编号:org201407121815344976语种:英语 English地区:澳大利亚价格:免费论文

关键词:CustomerRelationshipManagementQantas客户管理澳大利亚航空

摘要:客户管理,亦即客户关系管理(Customer Relationship Management)的简称,也可以称作CRM。CRM的主要含义就是通过对客户详细资料的深入分析,来提高客户满意程度,从而提高企业的竞争力的一种手段。客户关系是指围绕客户生命周期发生、发展的信息归集。

这个assignment主要目的是探讨一家名为Qantas的澳大利亚航空公司客户关系管理。报告包括对Qantas公司CRM相关的内容的分析,CRM策略和技术以及CRM对澳航的影响。本文通过对澳航的客户关系管理的理论和实践分析,提出了相关的建议。


澳大利亚澳洲航空是一个民用航空公司,它被认为是世界上专注于提供长途航空服务的领先公司。作为澳大利亚首屈一指的品牌,澳洲航空公司实施了一个卓有成效的管理策略,这就是客户关系管理,它包括渠道策略、CRM技术等,目的是为了实现可持续发展,安全运营以及可以满足世界级的产品标准的目标。这个报告采用澳航的直接竞争对手讲述澳航在诸多的竞争对手中胜出的CMR实施的差异和独特性来分析了CRM的实施情况和CRM实施策略。


The main purpose of this report is to investigate the customer relationship management in an Australian airline named as Qantas. The report comprises the analysis on the relevant components of CRM in Qantas, CRM strategies and technologies, and influence of CRM on Qantas, and relevant recommendations will be provided through analyzing the theory and practice of customer relationship management in Qantas.


Qantas is an Australian civil aviation company, and it is considered as the leading company specialized in long distance airline service in the world. As the strongest brands in Australia, Qantas employs one effective management strategy, which is the customer relationship management including the channel strategy, CRM technology, etc., to achieve the objectives of sustainable development, safe operation and world class product standards. The report also analyzes the CRM implementation situation and CRM implementation strategies in Qantas with its direct competitors to tell the CRM implementation differences and uniqueness that allow Qantas to be more successful among so many competitors.


Qantas makes effective use of customer relationship management in formulating its organizational structure, culture, and strategies including marketing and management to achieve the goal of long term success in the competitive market. At the same time, customer relationship management plays a key role in customer acquisition, customer retention and customer development in Qantas. Customer relationship management is proved to be successful in Qantas according to the survey on the customer relationships, the customer behaviors, the customer segmentation, the customer satisfactory and the customer loyalty. But there are still improvements for Qantas to make in its overall CRM strategy and CRM performance. 


Customer development: It is not beneficial to retain all customers. Therefore, Qantas implement customer development to enhance the profitability of existing customers through cross-sell and up-sell. Qantas cooperates with the QBE travel insurance via the Qantas Frequent Flyer programme. The full integration of the plane ticket and travel insurance is the best cross-sell example for maximizing the sale opportunities in Qantas. At the same time, the customers get the commitment from Qantas for speedy and straightforward booking process in the booking engine of Qantas. Qantas get the return after the investment in a month, and the conversion rate of purchased air tickets is increased by 8%. Besides, when the traveler books the tickets, Qantas provides the recommendations of hotels and rental cars at discount with the plane ticket. As long as the traveler books the hotels and rental cars, Qantas can get interest from the hotels and rental car companies. The cross-sell strategy is proved to be successful. In addition, up-sell strategy is employed by Qantas. Sometimes, the up-sell belongs to the negative strategies. For example, Qantas has the policy that when the customer has comme论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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