航空积分联盟及其对联盟合作伙伴的影响研究——基于南航加入天合联盟的案例研究

积分联盟作为重要的关系营销手段逐渐成为营销领域的热点，但如何在多赢的基础上强化其预期作用是企业决定是否加入积分联盟和如何选择盟主企业的关键问题。针对国内航空公司相继加入国际航空联盟的事实，本文选择南航加入天合联盟为例，采用单案例研究方法，包括实地访谈和二手资料的收集，最后得出：（1）中国航空公司加入航空联盟的动因是航空...

Research on the Customer Loyalty Program Partnership and Its Influence on Alliance Partners Based on the Case Study of China Southern Airlines Joining the Sky Team Alliance

Loyalty program partnership as an important relationship marketing instrument has become one of the hotspots in marketing research. However, the key as to whether a firm will join the loyalty program partnership and how to choose the core enterprise lies in how to reinforce the expected effects and to achieve the multi-win. In view of the fact that domestic airlines have joined the international airline alliances one after another, this paper chooses China Southern airlines as an example, and uses single case study, including interviews and secondary data collection. It is concluded that： （1）The motive of China airlines joining the airline alliances is the fierce competition in the aviation market. Their management and service level must be improved. （2）China airlines＇ selection of alliances is mainly based on the complementarity among routes and the mutual cooperation before joining. （3）China airlines rapidly expand international and domestic markets, reduce costs and increase revenues and in the meanwhile, the management level and service level rise substantially.